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Birdsnest: Replatform
Australia's women's fashion destination, known for personalised styling and wardrobe capsules that celebrate every woman.
Birdsnest partnered with Moustache Republic to migrate their ecommerce operation onto Shopify Plus - modernising their commerce infrastructure while preserving the proprietary customer experience their loyal base depends on. The engagement delivered a leaner, more composable tech stack, a significantly elevated front-end experience, and an immediate post-launch conversion uplift.
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Architect a Shopify Plus migration that preserves business-critical functionality - including wardrobe capsule logic and personalised styling - without regression
Rationalise the existing tech stack to reduce custom dependency and surface native Shopify capabilities for ongoing team-led optimisation
Design a conversion-led customer experience grounded in UX best practice, with merchandising flexibility built into the core
Execute a full data migration covering product catalogue, customer records, and historic order data with fidelity and zero loss
Custom UI design system built to Birdsnest's brand standards, with elevated visual treatment across key commerce templates
Preserved and enhanced wardrobe capsule and personalised styling UX - core to Birdsnest's product proposition
Simplified information architecture to improve product discovery and reduce friction across the purchase journey
Modular template system enabling internal teams to manage content and merchandising without developer dependency
Custom Shopify Plus theme built on a modular component architecture for long-term extensibility and reduced technical debt
Klaviyo implemented for behavioural segmentation, lifecycle automation, and triggered campaign login
Reviews.io integrated for structured social proof, ratings, and UGC across product and category surfaces
Refundid deployed for instant refund processing, reducing post-purchase friction and improving customer retention
Fredhopper integrated for intelligent on-site search and product discovery, including faceted navigation and relevance tuning
Wishlist Plus (Swym) implemented to support browse-to-purchase journeys and drive repeat engagement
Full data migration executed across product catalogue, customer profiles, and historic order records into Shopify Plus
Birdsnest has built one of Australia's most loyal retail communities through a differentiated proposition: wardrobe capsules and personalised styling that genuinely serve the individual. That experience is the business - which meant any replatform had to preserve it entirely while creating the architectural conditions for it to scale.
The previous environment carried significant operational drag. Day-to-day site management required developer or agency involvement for tasks that should be team-controlled, and the complexity of the existing stack was limiting agility and suppressing conversion performance.
Moustache Republic delivered a full Shopify Plus replatform underpinned by a composable architecture that dramatically reduces technical overhead. By building on Shopify's native capabilities and integrating a tightly rationalised set of best-in-class tools, the new stack empowers Birdsnest's internal teams to manage, optimise, and evolve the experience independently - without relying on external development resources for routine operations.
The result is a modernised commerce environment that retains everything distinctive about the Birdsnest experience, while delivering the performance, flexibility, and scalability the brand's next phase of growth demands. The new platform resonated immediately with their customer base, with conversion uplift recorded from day one post-launch.
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The challenge
- Wardrobe capsule logic and personalised styling functionality required full preservation through migration - no regression acceptable
- Historic customer and order data had to be migrated with complete fidelity
- Excessive developer dependency for routine content and merchandising operations
- Tech stack complexity accumulating maintenance overhead and slowing the team's ability to iterate
- Platform limitations suppressing conversion performance and front-end experience quality
The solution
- Replatformed to Shopify Plus as the core commerce engine, replacing legacy infrastructure
- Delivered a custom modular theme architecture built for extensibility and reduced maintenance overhead
- Preserved and enhanced wardrobe capsule and personalised styling functionality - core to the brand proposition
- Integrated Klaviyo for sophisticated lifecycle marketing and behavioural automation
- Deployed Reviews.io for structured social proof across the commerce experience
- Implemented Refundid to streamline post-purchase and reduce refund-related churn
- Integrated Fredhopper for intelligent search, discovery, and relevance-tuned navigation
- Added Wishlist Plus to support considered purchase journeys and drive return visits
- Executed full data migration across product, customer, and historic order records
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Grow with the mo.
