Overview
Numi And Co. is a Canadian women's apparel brand founded by Michelle Shemilt in 2013. Built around a single, powerful insight — that women needed a sweat-proof undershirt that was comfortable, invisible under clothing, and built to last — the brand has grown into a functional essentials line with a 44K+ Instagram following and a loyal community of everyday wearers.
With a strong social presence and a growing product catalog spanning undershirts, silk blouses, and sustainable basics, Numi needed a Shopify store that matched the quality of what was inside the packaging.
The Challenge
Functional apparel is a harder sell than fashion. Numi's product solves a real, specific problem, but only converts when the buyer understands what makes it different. The existing store wasn't communicating the sweat-proof technology, the sustainable materials, or the brand's origin story in a way that built enough trust to drive first-time purchase.
Mobile experience was also underperforming for a brand whose audience predominantly shops on their phones.
Our Approach
We restructured the store around the problem-to-solution journey. Homepage copy and layout were redesigned to lead with the specific pain point: sweat stains ruining your best clothes. The product experience was rebuilt to show the technology behind each item, not just the garment itself.
Collection pages were simplified and segmented to help buyers find the right product by fit, fabric, or use case. Social proof from loyal customers was surfaced at key decision points, and the mobile checkout experience was tightened to reduce drop-off.
What We Delivered
Custom Shopify theme design and development
Problem-first homepage and landing page copy
CRO-optimized product pages with technology storytelling
Simplified collection structure and navigation
Mobile-first responsive build
Speed and performance optimization
