Redesign and rebuild for the recognizable activewear brand SWT

SWT already had a Shopify store, but as the brand continued to grow, the team wanted to move beyond a standard storefront and create a more personalized shopping experience for their customers.

The existing website treated every visitor the same, while SWT’s audience is diverse in how they shop, train, and engage with the brand.

In the activewear space, customers often look for products based on specific needs. Different training styles, preferences, and product use cases influence how people browse and make decisions.

SWT wanted their online store to reflect this reality by helping customers discover products that feel relevant to them.

To achieve this, SWT partnered with craftberry to redesign and rebuild the Shopify store with personalization at the core of the experience.

With extensive experience working with fashion and footwear brands, craftberry approached the project with a deep understanding of how customers explore apparel collections online.

The goal was to create a more dynamic and intuitive storefront that adapts to different customer journeys while keeping the shopping experience smooth and visually refined.

The craftberry design team analyzed browsing patterns typical for fashion and activewear stores and identified the key moments where customers make decisions.

This data informed the structure of the storefront and helped prioritize clarity in product discovery.

At the same time, the design leans heavily into SWT’s visual world.

Large campaign imagery, bold compositions, and generous spacing give the products room to breathe and create a more immersive atmosphere.

The interface stays intentionally quiet so the visuals carry the emotion of the brand.

Collections feel closer to fashion editorials than product catalogs, drawing visitors into the mood of each drop.

To support this visual experience, our team introduced a clearer browsing structure across collection pages, including filters for product type, size, style, availability, and color

Once the design was finalized, craftberry’s experience team of Shopify developers translated it into a fully custom Shopify theme.

Our developers implemented flexible components that allow the SWT team to present collections through campaign-style layouts.

We also implemented advanced filtering logic and browsing patterns defined during the design phase.

The result is a lightweight, flexible Shopify theme that supports the brand’s editorial presentation and the operational needs of a growing fashion store.

SWT sells to customers across several regions, so the storefront needed an infrastructure that supports international orders.

craftberry implemented Shopify Markets to structure sales across key regions, including the United States, the United Kingdom, Europe, Australia, Canada, and New Zealand.

Instead of managing separate storefronts, SWT operates everything within one Shopify environment.

Pricing, currencies, and tax rules adjust based on the customer’s location, allowing visitors to browse and check out under conditions that match their local market.

This setup gives the brand room to grow internationally and keep operations centralized.

The team can now add new markets without rebuilding the store or introducing additional system complexity.