For just shy of 3 decades, Oliver Brown has been the destination brand for exquisite traditional and contemporary menswear collections. The Chelsea tailors have built a reputation for impeccable fit and clean-cut finishes delivered through a seamless and sophisticated in-store shopping experience. The business felt the existing templated e-commerce site did not reflect the brand narrative or utilise the opportunity to generate higher online conversions. We collaborated with the new Head of E-Commerce to redefine the site style and identify areas that were generating good conversions and addressing points of consumer loss. The resulting design blends the heritage and tradition of the brick-and-mortar store with a modern e-commerce aesthetic, holding onto the rich past of the brand while still being able to address the modern consumer.