Underhance

From outdated home made template to a high-performing Shopify experience. A full redesign, rebuild, and CRO-focused upgrade for a growing brand in the Middle East.

About the brand

Premium comfort, global reach

Underhance is an underwear brand offering high-quality, comfort-focused products for everyday wear.

With international ambitions and a diverse audience including Arabic-speaking customers the brand needed a storefront that matched the quality and vision of its products.

Underwear premium brand.

Services

  • Custom Site Build
  • Ongoing Support
  • Subscription

Partners

The challenge

Underhance approached us via the Shopify Experts directory. Their existing store was built on a heavily customized ThemeForest theme, cluttered with outdated code and third-party apps.

It lacked scalability, performance, and visual appeal expected from a premium brand. Key UX blockers and app conflicts were limiting conversion rates and brand perception.

The solution

We led a full redesign and theme migration to a modern Shopify premium theme, built from the ground up to reflect the brand’s identity and streamline the customer journey.

The project included UX improvements across the storefront, a custom implementation for product variants and pads, Arabic translation with RTL styling, geolocation and multi-currency features, review integration, and an in-depth tech stack audit.

All work was focused on improving performance, boosting conversion rates, and delivering a truly premium user experience.

The results

The new storefront is faster, cleaner, easier to use and built to scale. Customer experience has improved significantly across devices, languages, and purchase flows.

Underhance now has a Shopify infrastructure that supports both growth and long-term brand consistency.