Client
Laine
Industry
Fashion
Year
2023
Timeline
10 weeks
Team
4 specialists
01 / The brief
Laine knits in Fez from Moroccan wool and was wholesaling at margins that barely covered the yarn. We designed and built the store that let them sell direct: full price, worldwide.
02 / The challenge
Wholesale buyers took sixty percent and the brand credit. Laine needed direct-to-customer without looking like a marketplace stall.
03 / The approach
An editorial store built on Shopify: texture-first photography, product pages that explain the wool before the price, and a checkout that doesn’t break the calm.
+ Fig. 01 · eCommerce in progress
04 / The impact
of revenue now direct, year one
average order value vs. wholesale-era pricing
countries shipped to in the first season
05 / Palette
Click a swatch to copy its hex
06 / Deliverables
“ We spent ten years building other people’s labels. The store gave us our own, and the margins to keep knitting here. Wholesale kept us invisible; the store made us a name people gift to each other. ”
Imane Berrada · Creative Director, Laine
07 / How we got there
01 /
Untangle
Unit economics first: what direct needs to earn.
02 /
Shoot
A texture-first photography system, shot in Fez.
03 /
Build
Shopify storefront, custom front to back.
04 /
Sell
Launch campaign and email flows that respect the reader.
+ Fig. 02 · Delivered system
The record · more proof, next door
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