The-Sleeper
Mid-luxury fashion, built to perform.
+28%
Checkout conversion
+22%
Average order value
2.3s
Page load time
190+
Countries served
01
Challenge
The-Sleeper's CEO had a precise, specific vision for where the brand's digital experience needed to go — editorial, elevated, and unmistakably theirs. The existing Shopify theme couldn't fully support it. The visual direction needed room to breathe, the cart had no upsell logic to capitalise on high purchase intent, and the site's load performance wasn't keeping pace with a store of this scale.
02
Solution
We extended and partially rewrote the Shopify theme to bring the CEO's design vision to life without starting from scratch. The cart was fully redesigned and rebuilt as a custom component with upsell logic built in — surfacing complementary pieces at the moment of highest intent. We reworked the checkout flow with trust signals and added a custom post-purchase upsell step. Performance optimisation brought load times in line with benchmarks for mid-luxury e-commerce at global scale.
Process
Discovery & Audit
Reviewed the existing theme codebase, session recordings, and funnel data. Mapped the CEO's design direction against what the theme could and couldn't support, and identified where upsell opportunities were being left on the table.
Theme Extension & Partial Redesign
Extended the existing Liquid theme rather than rebuilding from scratch — adding custom sections, rewriting component logic, and implementing the new visual direction where it mattered most: product pages, collection layouts, and mobile navigation.
Cart & Checkout Rebuild
The cart was rebuilt as a fully custom Liquid + JS component with upsell logic tied to product tags and collections. Checkout was restructured with trust signals, and a post-purchase upsell step was added for high-AOV product pairings.
Performance Optimisation
Audited and optimised asset loading, deferred non-critical scripts, and cleared render-blocking resources. For a store operating across 190+ countries with multi-currency and third-party integrations, every millisecond required deliberate prioritisation.
Results
+22% average order value
The redesigned cart with contextual upsell suggestions and a post-purchase one-click offer increased how much each customer spent per order, without any increase in ad spend.
+28% checkout conversion
A cleaner, faster checkout flow with trust signals placed at the right moments improved the rate of customers completing their purchase.
Faster at global scale
Performance optimisation brought load times to 2.3s — competitive for a visually rich mid-luxury store with high-resolution photography, multi-currency, and 190+ markets.
Design vision, fully realised
The-Sleeper's CEO had a clear picture of what the store should feel like. We built it. The new experience is editorial, on-brand, and commercially sharper than what came before.
The-Sleeper is a mid-luxury brand built around life’s celebrations — garments that blur the line between day and night, occasion and everyday, comfort and style. The brand operates globally, ships to 190+ countries, and has built a following around the idea that getting dressed should feel like something worth doing.
The digital experience needed to match that ambition. The CEO had a clear vision for where the store should go visually — more editorial, more distinctly The-Sleeper. And commercially, the store wasn’t yet taking full advantage of the purchase intent it was generating. Customers arriving ready to buy weren’t being shown what else they might want.
The brief covered both dimensions at once: realise the design vision, and build the commercial infrastructure to capitalise on it.
We extended the theme where it could be built on, and rebuilt where it couldn’t. The cart was the centrepiece — a fully custom component with contextual upsell logic that surfaces the right products at the right moment, without disrupting the experience. The post-purchase upsell step added a second opportunity after the first decision had already been made.
The result is a store that looks like The-Sleeper, moves fast, and earns more from every visit.
"We had very specific expectations for how the store should look and function. Everything was implemented exactly as we envisioned — and the commercial results followed."
Asya Y.
Client, The-Sleeper
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