The Challenge
The brand was selling through a generic Shopify theme that didn't communicate the performance and craftsmanship behind the boards. Conversions sat well below the industry average. The founder wanted a site that felt as good as riding one of his boards.
The Solution
We built a headless Shopify storefront using Next.js and the Storefront API, giving us full design freedom while keeping Shopify's inventory and checkout infrastructure. The hero is a full-bleed video scrub tied to scroll. Product pages feature 3D board configurators built in Three.js.
The Result
Sales jumped from launch week and kept climbing. The store finally felt like the boards: fast, precise, addictive to browse. The community journal turned organic search into a steady acquisition channel.
How we built it.
Competitive audit of surf brands worldwide. Identified that no direct competitor had a headless storefront, a clear performance advantage to capture.
Dark, high-contrast design system inspired by surf photography. Bold type, full-bleed imagery, and generous white space on product detail pages.
Headless Shopify via Next.js. Incremental Static Regeneration for product pages. Three.js board configurator with real-time fin and colour options.
Post-launch SEO sprint targeting long-tail surf keywords. Email capture flow integrated at checkout. Repeat purchases became a habit within the first two months.
Other projects.
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