An outdoor store that loads before you blink.

01 — Challenge

Forty apps and a slow theme.

A 14-year-old outdoor brand stuck on a slow theme with 40 apps bolted on. Mobile shoppers bounced before the product grid loaded, and every campaign needed a developer.

• 4.8sLCP · p75 mobile
• 40Apps bolted onto the theme
• 3 daysTo launch a campaign

02 — Approach

A 1 MB budget, enforced in CI.

We rebuilt the storefront headless on Next.js with Shopify as the commerce engine, a block-based CMS for the marketing team and a 1 MB page budget enforced in CI.

1. 01

   Speed is the feature

   Every template ships under 1 MB, and a build that breaks the budget doesn't merge.

2. 02

   Campaigns without tickets

   Sanity blocks for every campaign layout, so marketing launches without waiting on a developer.

3. 03

   Keep only what earns

   All 40 apps audited; the handful that paid their way became native features.

03 — Solution

Next.js on the front, Shopify underneath.

Next.js renders the storefront from Shopify Plus product data and Sanity content, with Klaviyo wired into browse and cart events. The marketing team builds campaign pages from blocks, and the page budget keeps every one of them fast.

04 — Results

The site stopped slowing them down.

Pages paint in about a second on a phone, shoppers reach the product grid, and a new campaign goes live in an afternoon instead of a sprint.

• +62%Mobile conversion (1.4% → 2.3%)
• 1.1sLCP · p75 mobile (from 4.8s)
• +41%Organic sessions / month (38k → 54k)
• 2 hrsTo launch a campaign (from 3 days)