From a restrictive CMS to a Shopify storefront the brand fully owns

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BDXY Studios is a premium apparel and lifestyle brand co-founded by Luke Evans, blending Hollywood-inspired aesthetics with modern essentials across T-shirts, swimwear, underwear, and resortwear.

Internationalization

SEO

Lookbook collection storytelling

Bundle merchandising

Klaviyo lifecycle flows

Loox reviews

Website

Year

2025

BDXY Studios had outgrown a restrictive third-party commerce stack under The Hut Group. As a celebrity-led essentials brand scaling across swimwear, underwear, and resortwear, the team needed full control over merchandising, international delivery messaging, and seasonal campaigns without waiting on platform constraints. The replatform had to preserve BDXY's clean Hollywood aesthetic while supporting a growing catalogue of sustainable staples and editorial collection drops.

oContis executed a full replatform from The Hut Group to Shopify, pairing brand discovery with Store 2.0 theme development. The focus was a clean migration path, flexible homepage and collection sections for campaign storytelling, and a storefront architecture that could support international growth, bundle offers, and retention tooling from day one. Klaviyo and Loox were integrated into the experience without compromising the brand's concise, premium presentation.

Leaving The Hut Group for Shopify ownership

Replatformed BDXY Studios from a custom CMS to Shopify, migrating product data, brand assets, and storefront structure while giving the team a platform they could own, iterate on, and scale without third-party dependency.

Store 2.0 built for seasonal storytelling

Customized the Shopify 2.0 theme with flexible sections for campaign hero moments, New In drops, and lookbook-style collection hubs across City, Core, and Beach edits. Swimwear, resortwear, and essentials each get room to breathe without rebuilding the page each season.

Essentials merchandising with editorial depth

Built collection templates that carry BDXY's product naming and material storytelling across T-shirts, vests, underwear, and swimwear. From bestseller highlights like The Actor T-shirt to category-level navigation, the experience balances editorial presence with straightforward shopping.

BDXY Studios now runs on a Shopify storefront the team fully controls: a stronger foundation for DTC growth, international merchandising, and seasonal campaign iteration. With flexible Store 2.0 sections, integrated retention tooling, and a migration off legacy platform constraints, the brand can keep evolving its essentials range without rebuilding from scratch.