Centric — Men's Performance Activewear Storefront on Shopify
A Shopify storefront for a men's activewear brand built around proprietary fabric platforms — Hiflex®, Copper-Dura™, Airstripe™, Stratonic™, Lufton™, Terraflex™, Tectron™ — each with named performance claims. The catalogue is navigable three ways: by product type, by activity (Training / Running / Lifting / Recovery), and by fabric. Products carry deep variant matrices (colour × inseam × liner × size — 216 variants on the hero short), per-product ratings on every card, quick-add, and a 15,000+ five-star review base led by the Hiflex® Legacy Shorts at 2,522 reviews. Fifteen shipping markets, rewards, lifetime guarantee, free 30-day returns, wholesale, affiliate and athlete programmes.
Centric — Men's Performance Activewear Storefront on Shopify
A Shopify storefront for a men's activewear brand built around proprietary fabric platforms — Hiflex®, Copper-Dura™, Airstripe™, Stratonic™, Lufton™, Terraflex™, Tectron™ — each with named performance claims. The catalogue is navigable three ways: by product type, by activity (Training / Running / Lifting / Recovery), and by fabric. Products carry deep variant matrices (colour × inseam × liner × size — 216 variants on the hero short), per-product ratings on every card, quick-add, and a 15,000+ five-star review base led by the Hiflex® Legacy Shorts at 2,522 reviews. Fifteen shipping markets, rewards, lifetime guarantee, free 30-day returns, wholesale, affiliate and athlete programmes.
The brief
The challenge, and how we approached it
01
The challenge
Performance shorts sell on fit, and fit means variables: two inseams, liner or no liner, eight colours, six sizes — over 200 variants on a single product, which breaks Shopify's native limits and any naive theme. The brand also sells on fabric science nobody can feel through a screen, so every product has to argue its own technical case before add-to-cart, across fifteen currencies.
02
Our approach
Three parallel navigation axes over one catalogue — product type, activity, and fabric platform — so a lifter, a runner and a materials nerd each get a direct route. Each product card leads with its fabric brand and four named technical claims (GSM weight, flatlock seams, copper-ion odour control, four-way stretch) rather than lifestyle copy, treating the spec sheet as the sales pitch. Variant depth is handled with grouped selectors — colour, style (inseam + liner), size — collapsing 216 SKUs into three decisions, with quick-add from collection cards. Social proof is rendered per product at card level, so a 2,522-review short carries its own weight in the grid. Collections are framed as systems (Orbis, Endurance Capsule, Rec+ Capsule, HIFLEX® Core) rather than seasons. Fifteen-market localisation with a country-confirmation modal, plus rewards, lifetime guarantee and a wholesale/affiliate/athlete partnership layer.
What we built
Six capabilities shipped for Dana's Bakery
Each one solves a specific part of the brief above.
ZIP-gated shipping
Real-time validation prevents invalid ZIP purchases from entering cart
Drop architecture
Pre-staged inventory with countdown, sold-out gates, and waitlist
Gifting flow
Message cards, recipient addressing, scheduled delivery, gift wrap
Perishable inventory
Daily inventory sync with cold-chain capacity constraints
Drop-day performance
Theme architecture handles 20× traffic spikes without latency
Recurring orders
Holiday subscription flow for repeat gifters
How it ran
10 weeks build, in four stages
Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.
Stage 1
Audit and scope
We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.
Stage 2
Design and build
Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.
Stage 3
QA and launch
Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.
Stage 4
Hypercare
Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.
The outcome
Where Dana's Bakery landed
Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.
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Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.
FounderCentric
Tech stack
What this project runs on
The exact platform, services and integrations behind the build.
Commerce platform
Shopify Plus
Launchpad
Shopify Functions
Online Store 2.0
Engineering
Custom ZIP validator
Growth and operations
Klaviyo
ShipBob
More case studies
Other work worth reading
Long-form studies from the same team, with the numbers behind them.
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✓
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