O&B
Building a footwear experience as distinctive as the collection
O&B is a Thai premium footwear brand defined by craftsmanship, colour, and comfort lambskin flats, heels, sandals, and loafers available in over 50 shades. Their existing setup was limiting how the brand could present its range online colour variants were hard to browse, the mobile experience didn't match the quality of the product, and managing a growing catalogue was slowing the team down. We built them a Shopify store that finally matched the brand.
Technology
Shopify
Industry
Fashion & Lifestyle
Services
Web & UX Design
Creative Direction
Migration from Magento
Shopify Theme Development
Custom Development
Colour Variant UX
Mobile Optimisation
Techstack
Payment Gateway
ERP
Inventory & Fullfilment
Loyalty Program
Customer Reviews
Order Tracking
Returns Management
The Challenges
A growing brand held back by its own platform
O&B had built a loyal following around their signature lambskin flats and expanding colour range but their digital store wasn't keeping pace. Browsing 50+ colours per style was confusing on mobile. The catalogue was growing faster than the platform could handle cleanly. Every new collection launch required more manual work than it should. The store wasn't reflecting the quality and care that went into the product.
Colour Variant Complexity
With 50+ colours per style, presenting variants clearly without overwhelming the shopper was a genuine UX problem most themes weren't built for this level of colour depth.
Mobile Experience
The majority of O&B's traffic came from mobile but the browsing and checkout experience on mobile wasn't converting at the rate the brand deserved.
Catalogue Management
Adding new colours, styles, and seasonal collections was taking longer than it should the team needed a store they could manage independently without developer dependency.
Our Solution
A Shopify store built around colour, discovery, and conversion
We designed and built a custom Shopify theme for O&B centred on their colour-first product experience. Colour swatches are front and centre on every product page shoppers can browse the full palette at a glance, filter by colour family, and switch between styles without losing their place. The mobile experience was rebuilt from scratch, with one-thumb navigation and a checkout flow designed to reduce drop-off. The team can now launch new colours and collections independently no developer required, no bottlenecks.
Style & Collection Discovery
Products organised by style and collection Audrey Crest, Diana Heels, Cairo Sandals, and more making it easy for shoppers to find their favourite style and explore new launches without having to search.
Mobile-First Commerce
Rebuilt for how O&B customers actually shop one-handed, on the go with a fast, frictionless path from product discovery to checkout.
Team-managed catalogue
New colours, seasonal styles, and promotional content go live in minutes the team controls everything without touching code.
