Shopify has evolved considerably from its early associations with start-ups and smaller direct-to-consumer businesses. Today, established luxury and premium brands are using the platform to power increasingly sophisticated global ecommerce operations.
For some, migration is an opportunity to simplify a complex technology stack or give internal teams greater control. For others, it provides the foundations for international growth, richer content, personalisation or an entirely new digital experience.
Whatever the reasons, here are 16 luxury and premium brands that have made the move – in no particular order.
Founded in London in 1987, Anya Hindmarch is known for combining British luxury with a playful approach to design, craftsmanship and personalisation.
The accessories brand engaged By Association Only to migrate from Salesforce Commerce Cloud to Shopify Plus. The challenge was ensuring the move to a more streamlined platform didn't come at the expense of Anya Hindmarch's complex bespoke offering.
BAO built a custom private Shopify application that enables the team to configure personalisation options while giving customers live visualisations of their creations. The new site was delivered in just 14 weeks, across four store instances supporting internationalisation.
Read the Anya Hindmarch case study
Founded in London in 2007, Orlebar Brown has redefined luxury resortwear with its distinctive approach to holiday style. Since 2018, the brand has been part of the Chanel group and today operates more than 50 stores worldwide.
Faced with a fragmented ecommerce and retail infrastructure, Orlebar Brown migrated to Shopify. The move brought its online and physical retail operations onto a unified commerce platform, giving the brand a single view of its customers while simplifying international selling through Shopify Markets and Shopify POS.
Since moving to Shopify, Orlebar Brown has reported a 50 per cent reduction in commerce technology ownership costs and a 66 per cent increase in basket-to-checkout rate.
Standout features: Unified commerce, internationalisation, Shopify POS and a streamlined technology stack.
New Zealand-born designer Emilia Wickstead established her London fashion house in 2008, originally as a made-to-measure atelier.
The label worked with BAO to migrate from Magento to Shopify Plus and create a digital experience that better reflected its ultra-minimal aesthetic.
The resulting site deliberately strips the interface back to the essentials, allowing immersive imagery to dominate. On-hover product video and seamlessly integrated made-to-order options add functionality without detracting from the brand experience.
Read the Emilia Wickstead case study
Central Saint Martins graduate Han Chong founded Self-Portrait in 2013. Since then, the London-based label has grown into an internationally recognised premium womenswear brand.
Self-Portrait commissioned BAO in 2021 to undertake its Magento migration and Shopify 2.0 build, while enhancing UX and UI within the brand's existing design language.
When Self-Portrait repositioned itself in 2023, BAO returned to create a new editorial-style theme centred around large-scale imagery and video. The site has also evolved to incorporate Shopify Markets, internationalisation, accessibility improvements and a loyalty programme.
Read the Self-Portrait case study
Founded in 1860, Sunspel is one of Britain's longest-established clothing brands, known for its luxury wardrobe staples and commitment to quality.
The heritage brand commissioned BAO to migrate from Magento to Shopify 2.0. Unlike many replatforming projects, the objective wasn't to reinvent the brand visually: much of Sunspel's existing front-end design could be retained while the underlying ecommerce technology was transformed.
The move also supports Sunspel's international ecommerce operation, with a series of parallel stores and Shopify-connected technologies.
Founded in New York in 1965, Oscar de la Renta is one of America's most established luxury fashion houses, known for its ready-to-wear, bridal and occasionwear.
The fashion house moved its ecommerce operation to Shopify as part of a shift towards a faster and more flexible commerce foundation. Following the migration, Shopify reports that Oscar de la Renta achieved an 11.5 per cent increase in conversion rate.
Founded by Alice Temperley after graduating from the Royal College of Art, Temperley London is known for its bohemian-inspired fashion, intricate fabrics and bridal collections.
The brand approached BAO to migrate its online stores from Magento to Shopify while simultaneously overhauling its design and technology stack.
The project introduced greater flexibility for content creation alongside international stores, new integrations, upselling functionality, a store switcher and a bespoke size-guide tool — with the wider objective of improving conversion and retention.
Read the Temperley London case study
Founded in Normandy in 1927, Le Chameau is a heritage footwear brand renowned for its handcrafted Wellington boots.
Faced with high costs and a complex ecommerce platform that made it difficult to respond quickly to customer needs, the brand migrated to Shopify.
Since the move, Le Chameau has reported a 65 per cent reduction in total cost of ownership, alongside greater agility and the ability to bring more development work in-house.
Lulu Guinness founded her namesake accessories label in 1989. The British brand has since become known for witty, unconventional designs, including its instantly recognisable Lips Clutch.
Lulu Guinness commissioned BAO to migrate from Salesforce to Shopify Plus, with a brief to improve performance and optimise the shopping experience without losing the brand's exuberant personality.
Alongside the replatform, the project incorporated conversion-rate optimisation, internationalisation, UX improvements and technology integrations, while maintaining a deliberately lightweight Shopify tech stack.
Read the Lulu Guinness case study
Central Saint Martins graduate Daniella Draper established her jewellery business in 2009. Inspired by nature, history and travel, its pieces are handcrafted from recycled gold and silver.
The British jewellery brand commissioned BAO to migrate from Magento to Shopify 2.0 in XXX.
Alongside the platform migration, Daniella Draper wanted to elevate the site's aesthetic, improve conversion and create a more sophisticated approach to product personalisation — an important part of the experience for a brand built around meaningful, individual jewellery.
Read the Daniella Draper case study
Founded in 1889, Globe-Trotter is one of Britain's most recognisable luxury luggage houses, with a history of collaborations spanning names including James Bond, Gucci and Paul Smith.
BAO worked with Globe-Trotter on a design transformation and migration from WooCommerce to Shopify Plus, applying newly reimagined brand guidelines to the ecommerce experience.
The project combined the migration with internationalisation, ERP and technology integrations, custom app development, conversion optimisation and a highly considered approach to interaction and layout.
Read the Globe-Trotter case study
Founded in 1760, Creed is one of the world's best-known luxury fragrance houses, with a heritage spanning more than 260 years.
Creed migrated from Adobe Commerce to Shopify, modernising its ecommerce infrastructure while retaining the heritage-led aesthetic central to the brand. Following the move, Creed reported a 22.1 per cent increase in average order value and 19 per cent increase in returning customers.
Founded in London in 2013, Cubitts combines traditional spectacle-making with a contemporary approach to eyewear.
BAO's award-winning Shopify 2.0 migration and theme build demonstrate just how far bespoke functionality on Shopify can be taken. The store incorporates virtual try-on, 360-degree product views, appointment booking and prescription uploading, alongside a custom frame-finder quiz and heavily customised add-to-cart system.
The project won an Awwwards Site of the Day, Developers Award and Mobile Excellence recognition.
Founded in 1972, Diane von Furstenberg is one of the most recognisable names in American luxury fashion, best known for introducing its iconic wrap dress in the 1970s.
The brand migrated its ecommerce platform from Salesforce Commerce Cloud to Shopify, while also moving its retail operation to Shopify POS. A key motivation was bringing previously siloed online and in-store customer data together, giving its personal stylists a more complete view of each customer and enabling a more personalised service.
Today, DVF uses Shopify to support ecommerce across more than 70 countries, while its store teams can access purchase histories, sizing, preferences and customer notes from a single profile.
Connie Nam founded Astrid & Miyu in London in 2012 with the aim of challenging the traditional jewellery-buying experience.
The brand commissioned BAO to migrate its store to Shopify 2.0 in early 2022, alongside a complete design overhaul. The new site was designed to support product personalisation and build-your-own jewellery sets while improving product-data management and giving the team greater flexibility over content.
The relationship has continued beyond the initial migration. BAO has subsequently worked with Astrid & Miyu on its omnichannel experience, including digital loyalty, gifting and a bespoke Story Chain visualiser.
Since 2023, the brand has reported a 36 per cent increase in online orders and 54 per cent growth in sales across all channels.
Read the Astrid & Miyu case study
Founded in 2005 by Nicola Elliott and Oliver Mennell, NEOM Wellbeing has grown from a single essential-oil candle into an international wellbeing brand spanning fragrance, bath, body and skincare.
NEOM migrated from Magento to Shopify in 2018, giving the business a more flexible foundation for growth.
As the brand expanded across the UK, Europe and US, it subsequently upgraded its Shopify setup in 2023, bringing its ecommerce and physical Wellbeing Hubs closer together through Shopify POS and supporting international expansion through Shopify Markets.
Since the upgrade, NEOM has reported a 34 per cent increase in checkout conversion and 10 per cent increase in order volume, while the business has tripled in size since first moving to Shopify.
By Association Only is the Platinum Shopify Plus agency for the world’s most design-conscious luxury brands. Get in touch to discover how our team of experts can support your brand’s Shopify ambitions.
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