Denham

East meets West.

Amsterdam-based jeanmaker Denham believe in taking care of the finest details. From every roll of premium denim to every stitch of their jeans, it’s the small details that make their jeans renowned around the world.

Their e-commerce business is no different and after careful consideration Denham decided they wanted an improvement on their Salesforce Commerce Cloud website. The SFCC platform couldn’t give them the precision and the detail they were looking for.

They opted to move to a headless Shopify Plus solution and chose to work with us because they were looking for an experienced partner to collaborate with on a highly technical project. We have years of experience in direct-2-consumer fashion e-commerce platforms, giving us insight into how the industry operates and how to build the best performing platform for customers.

We put together a crack-team of experts to make a high-performance store, calling on our long-time partners at Numbered Studio to build a stunning UX design.

Increased flexibility.

Denham’s previous platform presented a number of challenges that were preventing them from reaching their e-commerce goals. The site was not easily adjustable and the Denham team were left waiting on developers to make even the smallest changes to the site. In the high-speed world of D2C e-commerce this setup is too inefficient to keep up with the competition.

Denham also had to spend time and money on store maintenance. The high fees and hours of developer time were invested merely into keeping the store running and there was very little room on the schedule or in the budget for improvements and optimisations.

We overcame these challenges with a headless solution on Shopify Plus. The new setup returns power to the Denham team as they can now add pages, adjust the store UX flow, add products and change page layouts themselves without any need for developer help. They have total control over the website front-end through our custom headless system built on Shopify Plus and Contentful CMS.

Shopify Plus also comes with very little maintenance, keeping costs down and allowing Denham to focus on pushing the website forward with a series of data-driven experiments and growth hacking optimisations.

Reaping the benefits.

With more control over their website Denham can now tell a more immersive, engaging brand story. They can treat their customers to a digital flagship store experience, keeping them keen to return again and again.

We’re running a series of continuous optimisation experiments to improve the website, tracking customer habits to learn more about which pages to update. With these results, Denham stay right at the front of the race with their competitors as they boast an e-commerce platform that refuses to stand still.

The headless Shopify Plus setup is primed for global scaling and Denham now have the perfect tool to grow into new markets around the world. As we continue the collaboration we aim to see Denham achieve their global ambitions and grow the brand to worldwide recognition.