ERIS Parfums: Shopify Redesign for Niche Perfume Brand

ERIS Parfums is a New York-based niche perfume house founded by vintage perfume author Barbara Herman. Named after the Greek goddess of discord, the brand is known for its edgy, subversive, gender-fluid fragrances created with master perfumer Antoine Lie. Notable scents include Delta of Venus, Mother's Milk, Scorpio Rising, and the Mx./Mxxx. line. The brand has been featured in the NY Times, Forbes, Harper's Bazaar, Wallpaper*, Dazed, Hypebeast, Elle, and more.

ERIS needed a full Shopify redesign that matched the sophistication of their fragrances. The existing site was a stock Shopify theme with a basic product grid, generic slideshow hero, and no meaningful way for customers to discover scents beyond browsing a flat collection. For a brand selling $195-$250 luxury perfumes rooted in storytelling and provocation, the site wasn't doing the work.

The scope covered the homepage, collection pages, product detail pages (PDPs), and navigation, with a focus on better merchandising and editorial storytelling.

The new homepage leads with a full-width hero spotlighting the latest release (currently Mother's Milk), with dual CTAs for the full bottle and a 1ml sample to lower the entry barrier.

A press logo bar sits directly below the hero, featuring individual logos from NY Times, Forbes, Harper's Bazaar, Wallpaper*, Dazed, Hypebeast, Elle, and others, replacing the old single static image.

The centrepiece of the homepage is the new "Shop by Scent" navigation: illustrated scent-family cards (Tropical, Green, Animalic, Woody, Floral, Gourmand/Musk) that let customers browse by olfactory profile rather than just product name. This didn't exist before and fundamentally changes how customers discover fragrances on the site.

Below that, a best sellers grid with quick-add keeps the path to cart short, followed by a rotating review carousel pulling quotes from respected fragrance community voices (Fragrantica editors, Persolaise, Nez, The Sniff Website) rather than generic customer reviews.

The homepage also surfaces editorial content: blog posts featuring perfumer interviews and artist collaborations, a founder story section tying the brand to Barbara Herman's book Scent and Subversion, and featured cards linking to the Lookbook and Samples collection.

Collection pages were rebuilt around the new scent-based taxonomy. Instead of one flat "Perfumes" page, customers can now browse curated collections like Gourmand Fragrances, Tropical Fragrances, Animalic Fragrances, and more.

Each collection features a clean grid layout with hover-state image swaps (pack shot to lifestyle/pour shot), inline filtering by availability and price, and quick-add to cart directly from the grid.

The PDPs were transformed from basic product listings into editorial experiences. Taking the Mother's Milk PDP as an example:

Image gallery with zoom, alternating between a clean pack shot and a striking pink milk-pour lifestyle image

Editorial product description that reads like magazine copy, unpacking the concept ("Good" vs. "Bad" mother), the cultural provocation, and the composition with sourcing origins (Bulgarian rose, Bavarian orris, Colombian cacao)

"Fragrance Story" section below the fold with a full-bleed moodboard image and a direct quote from perfumer Antoine Lie about his creative process for the scent

"The Perfumer" section with Antoine Lie's bio and a list of his ERIS collaborations, building authority and trust for a $250 purchase

Cross-sell recommendations including the carded sample, related fragrances, and the discovery set, plus a 10% off incentive for sample purchasers

Stockist callout for international buyers

The most distinctive piece of the project: a shoppable perfume lookbook inspired by fashion brand lookbooks, but applied to fragrance. This format is common in fashion e-commerce but essentially unheard of in the perfume world.

Each fragrance in the ERIS collection gets its own visual section built from collaged moodboard imagery pulled from the perfume development process: tarot cards, film stills, botanical references, texture photography, and brand imagery layered together.

Every section includes shoppable links to the featured product, so the lookbook functions as both editorial content and a commerce pathway. Embedded video content adds another layer for select fragrances.

The lookbook covers the full collection: Mother's Milk, Delta of Venus, Mx., Mxxx., Belle de Jour, Scorpio Rising, Green Spell, Night Flower, and Ma Bete. It positions ERIS more like a fashion house than a fragrance retailer, which is exactly where the brand sits in the market.

Scent-based navigation over product-name navigation: most perfume shoppers don't know what they want by name. They know they like gourmand, or floral, or animalic scents. The "Shop by Scent" system meets them where they are.

Editorial PDPs over spec-sheet PDPs: at the $195-$250 price point, customers need story and context to convert. The fragrance story and perfumer sections do that heavy lifting.

Social proof from niche-credible sources: quotes from Fragrantica editors and respected fragrance bloggers carry more weight with this audience than generic 5-star reviews.

Sample-first conversion path: dual CTAs (full bottle + 1ml sample) on the hero and 10% off incentives on PDPs acknowledge that perfume is a try-before-you-commit category.

Post-launch performance (Jan–Jul 2026 vs. 2025) shows the redesign outperforming the prior year across the full D2C funnel:

Revenue per session up ~29%, meaning each visitor is generating significantly more value than the prior year

Add-to-cart rate up ~59%, with cart additions nearly doubling in absolute terms, indicating the scent-based navigation and editorial PDPs are driving significantly stronger product engagement

Reached-checkout rate up over 22%, confirming that improved merchandising and cross-sell paths are moving browsers deeper into the funnel

Overall conversion rate up ~21% year-over-year, with the strongest gains in the first few months post-launch

Average order value up ~11%, suggesting the cross-sell and discovery set strategies are encouraging higher-value purchases

Checkout completion rate held steady at ~25%, confirming the redesign introduced no new friction at the final step

Homepage: https://erisparfums.com

Collection page (Gourmand): https://erisparfums.com/collections/gourmand-fragrances

Product page (Mother's Milk): https://erisparfums.com/products/mothers-milk

Lookbook: https://erisparfums.com/pages/lookbook