Belstaff
Belstaff have over a hundred years of history behind them, iconic outerwear, the kind of name that carries real weight. When we took over development of their e-commerce platform in 2022, the online experience didn’t match that. The site was technically functional but not commercially optimised. Four years of continuous development later it is an award-winning headless Shopify Plus platform trading in over 200 countries.
The platform
At its core this is a headless Shopify Plus build with a custom SvelteKit front end, integrating Shopify Payments and Shopify Checkout for PCI-compliant payments. The architecture is fully composable, which in practice means any part of the stack can be replaced without rebuilding the rest. Beyond the storefront, the site runs on our own content platform. We built custom content pages and product page templates that give the editorial and merchandising teams full control over how products and stories are presented across the site. The platform handles multi-region and multi-language content, sitemap generation, product export feeds, a custom back-in-stock integration and the media CDN pipeline.
Trading in over 200 countries
The platform ships to over 200 countries and territories through five storefronts unified in a single front end, with five languages across ten regional variants and full localisation throughout. Payment coverage runs from cards, PayPal, Google Pay, Apple Pay, Amazon Pay and Klarna through to regional methods including Sofort and iDeal. At that scale local payment preference isn’t a detail, it’s the difference between a completed order and an abandoned one.
Personalisation
The integration with the largest commercial impact is Nosto. It analyses browsing patterns and purchase history in real time to deliver tailored product recommendations, dynamic content zones that adapt to individual preferences, personalised search and category pages, and cross-sell and upsell suggestions throughout the customer journey. It also feeds behaviour-triggered email campaigns with personalised product selections.
Enterprise integration and physical retail
The system connects to Oracle NetSuite ERP through Patchworks Integration, keeping inventory, orders and financials in sync across the business. Order routing across channels runs on Shopify Flows and custom front-end logic, and the setup extends to six physical locations across the UK, US and Germany through Shopify POS Pro. The wider stack integrates Voyado for omnichannel marketing, Klaviyo for email and back-in-stock notifications, Zendesk for customer service, Avalara AvaTax for tax compliance, Pandectes for privacy management, and Cloudflare at the edge.
Measurement and reliability
Measurement runs through GA4, GTM, Microsoft Clarity, Hotjar and ContentSquare, with ABTasty for A/B testing and conversion optimisation. That instrumentation is what makes the optimisation continuous rather than a one-off project. The platform holds 99.9% uptime, including through Belstaff’s Phoenix Day sale events where traffic spikes sharply.
Recognition
The site won three W3 Awards in 2023: Best Fashion Website, Best Use of Photography, and Best Homepage.
Results
Across four years of continuous development, conversion rate and average order value have both risen significantly. That commercial performance has been a significant contributor to Belstaff’s return to profitability, and in August 2025 the business was acquired by Castore from Ineos.
Where this led
The content infrastructure we built for Belstaff, custom content pages, custom product templates, multi-language delivery and media pipelines at enterprise scale, is the same set of problems fóir was built to solve from the ground up.
“We just wanted to take a moment to express our gratitude for the transition to the new site. Everyone at Belstaff LOVES the look and feel, and keep complimenting it. Please pass over our thanks to each member of the team for the outstanding work. Thank you for your hard work, collaboration, quick communications when we had queries on the spot and the positive impact you’ve made on our digital presence.”
Nikolai, Belstaff
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