Same agency, new brand → Hi, we’re Arkhi, formerly Stead Lane.
Case Study

The Evolving eCommerce Strategy Every Brand Needs

Based and born in Brisbane, Charcoal Clothing specialises in effortlessly cool women’s fashion. Since 2018, they’ve grown steadily and now deliver on-trend clothing worldwide and in their Australian retail stores. As their brand and product line evolved, Charcoal needed a website that could handle their growth and elevation—now and in the years to come.

How do you achieve that? You build with evolution in mind.


Charcoal Clothing

View Charcoal Clothing website
Conversion Rate Optimisation; Shopify Plus; Technology Integration; Theme Development; UX Optimisation
Charcoal Clothing


Watch this space

Rebuilding a website is no small feat. Charcoal’s new online store fulfils all the requirements of a brand ready to take on a whole new level of growth.

  • Clever UX and beautiful design to elevate Charcoal’s online brand experience
  • 45% increase in conversion rate compared to same period last year
  • 82% increase in revenue, with only 4% increase in traffic compared to same period last year
  • 11% increase in AOV compared to same period last year
  • 120% increase in US traffic conversion rate compared to same period last year
  • 201% increase in ‘Sets’ category revenue compared to the prior month

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

Charcoal Clothing


You don’t know what you don’t know

But that’s the beauty of partnership. When Charcoal engaged us, they combined their industry knowledge and experience with our digital expertise. They looked to us for strategic eComm guidance and website feature recommendations.

Today and tomorrow

Digital’s non-stop. So, Charcoal needed an agile website capable of easily adapting to digital and brand changes as they continue to experience massive growth.

Reducing bugs and inefficiencies

Over the years, multiple developers had made Charcoal’s old site what it was. As a result, there were many bugs to clear and legacy issues to address—like laggy site speed, low performance and a chunky tech stack.

Charcoal Clothing
Charcoal Clothing


Shopify Plus theme

We designed Charcoal’s Shopify Plus theme with a clear design vision that complimented their clothing aesthetic. As a result, Charcoal’s eComm store now consistently represents and positions the brand for authentic growth in its market.

Buying journey optimisations

Charcoal’s customers love styling guidance, so creative UX in this space was our priority. We showcased lifestyle imagery via the Lookbook page and added a Mix & Match functionality, so users could design their own style with coordinated outfit ideas. We also implemented custom in-cart upsells and ‘Shop The Look’ features, which allowed customers to see a styled outfit and purchase all items without leaving the page!

Improved navigation

With such a big catalogue, we needed to work on a better way to sort and organise Charcoal’s products for a more intuitive user experience.

We focused on linking matching products together, allowing customers to build their ideal outfits. This incorporated a browsing experience with styling suggestions, as well as clear navigation for customers looking for specific pieces.

We engaged Arkhi with the massive task of bringing our new website to life. The team took time to learn who the brand was on a deeper level and understood exactly what we wanted from the get-go. This meant we got incredibly tailored and personalised solutions. The communication was prompt, professional and always receptive to feedback. We couldn’t be happier with the final website. It’s helped take our brand to the next level. We also look forward to keeping in contact with the Arkhi team.

Renee, Charcoal Clothing Creative Director

It’s time to get real about growth

If you need a digital strategy that fits right with your business goals, talk to us! Let’s discuss your next stage of growth.

Let's talk

Get real about your growth

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.