Case Studies / Bo&Tee

By Association Only commissioned to launch and amplify fitness fashion brand

Bo&Tee is a British activewear brand that was founded by Claire Henderson and Mike Branney in 2020. It is a sub-brand of Oh Polly, one of the fastest-growing women’s fashion brands in the UK.

The company creates garments including leggings, shorts, sports bras and crop tops using fabrics designed for both strength and style.

Bo&Tee launched using a simple Shopify theme built by By Assocation Only. The website’s design has since evolved over time as part of an ongoing retainer programme.

In 2022 Oh Polly also formed a relationship with the agency as part of a migration to Shopify.

Both brands continue to work with By Association Only today as part of a joined Strategy programme. 

Recent optimisation projects include

Addition of Algolia to improve search

Product recommendations and bundles to increase sales

Inclusion of customer reviews to increase brand authority

Redesigning page templates to improve conversion funnel

Utilisation of Shopify markets

Improved SEO performance metrics and site speed

App overhaul - as the brand offering and website have matured so has the technology stack on site


Recent wins


uplift in AOV thanks in part to the addition of product bundles and utilising other Nosto features, coupled with faster loading times


faster loading times of PLPs, partly due to the implementation of Shopify’s 2.0’s filter functionality


increase in purchase rate by users who engage with search since changing to Algolia from an alternative provider

Bremont Blog mobile


Okendo is a customer marketing platform and an Official Google Reviews partner that helps brands capture and showcase high-impact social proof such as product ratings and reviews, customer photos and videos, and Q&A message boards.

In partners we trust

Bo+Tee runs a series of parallel international stores, powered by a number of key Shopify-connected technologies and partners.

Loop Returns

Loop Returns encourages customers to exchange goods rather than request a refund. Consumers are asked why they are returning, offered an alternative product and provided with a shipping label. Merchants then use the data gathered to inform strategy.


Nosto enables retailers to deliver carefully merchandised and meaningfully personalized shopping experiences at every touchpoint, across every device.  

Swym Wishlist

Wishlist enables your customers to bookmark their favourite products and pick up where they left off when they return.


Ometria combines the data capabilities of a CDP with a cross-channel marketing orchestration platform, letting retail marketers create relevant experiences throughout the customer journey.


Klarna offers direct payments, pay-after-delivery options and instalment plans in a smooth one-click purchase experience that lets consumers pay when and how they prefer to.

Next project / Oh Polly

Migration of one of the UK’s largest fashion retailers to the Shopify Plus platform from Magento.