North Sails Apparel

A legacy of innovation and sustainability.

Step into the world of North Sails Apparel, where the pioneering spirit of the sea meets urban sophistication. Launched in 1989, this brand is an extension of North Sails, the world-renowned sailmaker leading the industry since Lowell North started revolutionizing sailmaking in 1957. The clothing line of North Sails Apparel extends this legacy of excellence from sailmaking into the lifestyle realm.

Their collections embody a unique blend of technical innovation and environmental consciousness -  a nod to their nautical heritage and a commitment to sustainable fashion. Each piece is designed with the resilience to withstand the challenges of the sea, yet tailored with an urban aesthetic that fits perfectly into the hustle and bustle of city life. From high-performance sailing gear to lifestyle collections that carry the essence of the ocean, North Sails Apparel caters to the modern explorer who values quality, functionality, and sustainable practices. North Sails Apparel, seeking to streamline and enhance their online platform, turned to Ask Phill, drawing on our successful track record with their sailing counterpart, North Sails. Previously, we had transitioned North Sails from a hybrid BigCommerce and WordPress setup to Shopify Native, where we optimized conversion rates, refined user journeys, and introduced a specialized 'request a quote' feature for custom sail orders.

For North Sails Apparel, our mission was to take this a step further: merging their existing Shopify multi-store setup into a single, cohesive Shopify Plus platform tailored to different markets, customer bases, and product lines.

Redefining the North. 

The task at hand was not just a simple merger but a complex integration of eight distinct stores – one dedicated to sailing and seven to apparel. Each store had its own identity, products, and markets it served.

The project's complexity deepened with the need to cater to multiple languages. While the sailing store operated solely in English, the apparel stores spanned Italian, Spanish, German and French markets. This diversity required a nuanced approach to ensure each market received a localized and relevant shopping experience.

Also central to our process was implementing a comprehensive discount system adaptable to various promotional strategies, from early access offers to employee and loyalty rewards.

We also integrated a user-friendly size guide directly within the Shopify pages, ensuring customers easily find their perfect fit, thereby enhancing the shopping experience.

Exploring the unexpected.

Let's peel back the layers and delve into the technical aspects – where creativity meets code. A significant challenge that we called:"the discount dilemma".

North Sails Apparel required a versatile discount system capable of handling various offers. Each type demanded a unique approach, whether it was 'compare at a price' discounts for sales or tailored percentage discounts for loyal customers.

The plot thickened with the release of Shopify Editions '23. It had introduced more sophisticated discount combinations, but with a catch: combining the same types of discounts was off the table. This was more than a minor hiccup; we had to find solutions.

Our development team took this challenge head-on. They utilized Shopify's API and scripting to engineer a custom solution for stacking similar discount types. Additionally, we refined the checkout experience with bespoke UI extensions, making discounts transparent and clearly displaying original and discounted prices.

Bringing it all together. 

Merging eight distinct stores into one, this project brought its share of challenges. It pushed us to a new level of innovation and determination. We're delighted with the results and even more so with the collaboration itself. Working with a brand like North Sails Apparel, known for its commitment to quality and innovation, pushed us to raise our own bar.

Our goal was to infuse their distinct identity into our work, and we achieved this by creating a digital experience that truly resonates with their brand ethos.