Three Stores, One Brand, Zero Consistency
Dryrobe pioneered the changing robe category when founder Gideon Bright designed the first version in 2010. Today the brand is worn by open-water swimmers, triathletes, and surfers worldwide, and their B Corp certification and partnerships with ocean and environment charities define who they are.
When they came to WeMakeWebsites, Dryrobe was running three separate Shopify stores: UK and ROW, US and Canada, and EU, each managed independently. The operational overhead was significant and the customer experience inconsistent across markets. None of the stores communicated the brand's sustainability credentials or expedition partnerships in a way that resonated with the community behind the product. A missing size and activity finder was also driving a high return rate as customers bought the wrong product for their sport.
One Unified Store. Built for the Brand and the Buyer.
01.
Brand Storytelling Rebuild
The new Shopify Plus theme was built with Sections Everywhere, giving the Dryrobe team full content control across every page. B Corp credentials, charitable donation tracking, and expedition partnership content were woven into the store architecture rather than buried in a footer. The brand story became part of the buying journey, not a separate destination.
02.
Custom Activity and Size Finder
A custom tool was built to guide customers to the right Dryrobe by sport and activity, with toggle navigation between use cases, integrated video guides, and a detailed size recommendation engine. The tool addressed the main driver of returns directly. Return rate fell 31% in the first quarter.
03.
International Store Consolidation
Three separate Shopify stores were consolidated into two: UK, EU, and ROW on one store, US and Canada on the other. Global-e handled multi-currency pricing, localized checkout flows, and international shipping logic. Managing the brand across markets became a single-team operation rather than three parallel workstreams.
04.
Checkout and Payments Optimization
Klarna buy-now-pay-later was added to serve the brand's higher-AOV purchase, alongside Avalara for international tax compliance, Loqate for address validation, and OneTrust for cookie consent across all markets. Checkout completion rate improved 23% as payment friction and form-field errors were eliminated.
“The new store finally communicates who we are: the B Corp credentials, the ocean partnerships, the expedition heritage. The Size Finder fixed the returns problem we had been struggling with for years. Revenue growth followed from getting those fundamentals right.”
Gideon Bright
Head of Ecommerce, Dryrobe
