Case Study: The New Shopify Theme Helping This Australian Fashion Brand Scale Its Global Presence

Mutimer: Brand overview

Melbourne-born Mutimer is an independent fashion label, offering unisex pieces that blend quality construction, enduring textiles and timeless design.

Since its founding in 2020, Mutimer has evolved from a creative passion project into a globally recognised brand, with customers in over 50 countries and a loyal international community drawn to its conscious approach to fashion.

The brand has traditionally operated on a ‘drop’ model and released collections in small, limited runs – fostering a sense of anticipation and exclusivity. As the business matures, Mutimer is making the transition to an ‘always-on’ stock model, where products are consistently available for extended periods and restocked as necessary.

The challenge: A broken theme limiting performance & scalability

As Mutimer’s international audience continued to grow, its online store began to show signs of strain. The brand’s existing Shopify theme was broken and outdated, creating a frustrating experience for both customers and the internal team.

Page load speeds were slow, negatively impacting performance and conversion, while even minor updates required developer input, limiting Mutimer’s ability to adapt quickly to evolving brand priorities.

Moreover, the site lacked the flexibility to deliver a tailored shopping experience for customers across different regions – an essential feature for a brand selling to international consumers. Without localisation functionality in place, Mutimer was unable to optimise fulfilment, tax and returns options based on a visitor’s location.

The result was an experience that didn’t reflect the precision or polish of the Mutimer brand, and one that risked hindering its global growth ambitions, as well as its transition to a new business model.

To overcome these challenges, the Mutimer team enlisted the support of our Shopify experts in Australia. Jasper Mutimer, the brand’s Founder, recalls how they chose Swanky to help with the project:

“When choosing Swanky as our partner, our decision was based on things like your Shopify credentials and your previous work – seeing tangible proof of websites you’ve created in the past and how they’re performing. The new website needed to look good AND function well, so we needed an agency to deliver a mix of art and commercial.” 

With the brand’s challenges and goals in mind, Swanky set out to create a modern, user-friendly website that the Mutimer team could easily manage themselves.

The solution: A new Shopify theme delivering speed, stability & style

We implemented a new, high-performance Shopify theme, laying the foundation for a faster, more stable and easily scalable storefront. This new theme empowers the Mutimer team to manage future updates with ease and agility.

We also redesigned the site with a sleek, minimal aesthetic that mirrors Mutimer’s refined brand identity – allowing the craftsmanship of each piece to take centre stage.

The Mutimer homepage – giving plenty of real estate to high-quality imagery.

An example of a product listing page (PLP).

An example of a product description page (PDP).

To support Mutimer’s growing international audience, we reconfigured Shopify Markets to deliver a tailored experience for each customer based on their location. This update enables the brand to display region-specific content, optimising the shopping journey for customers around the world.

To help build anticipation and drive early engagement around each new product drop, we introduced a new password page template. This includes a native countdown timer and a collection slider to showcase the upcoming release.

A snapshot of Mutimer’s password page, which is implemented ahead of a new product drop.

Finally, we applied bespoke styling and functional enhancements to both the PDPs and PLPs, pushing the theme’s capabilities beyond its default limits. Custom improvements included:

• adding on-page product recommendations to PDPs;

• enabling customers to switch the display in PLPs, with the ability to easily toggle between a product view or model view;

• adding lookbook functionality to help Mutimer create hype around collections and launches;

• enabling users to easily change between inches and centimetres on PDP size guides; and

• adding a quick buy option from the size buttons on PLPs.

These enhancements have helped to create a site that’s not only visually elevated, but also highly optimised for performance, conversion and flexibility.

An example of complementary product recommendations on a PDP.

Results: A positive initial impact

Whilst it’s still early days – and Mutimer’s current drop-based model means performance can vary depending on product releases – the impact of the new site has already been tangible.

The improved theme and bespoke development work have stabilised the on-site experience, eliminating the layout shifts and content movement that previously disrupted browsing. This has contributed to a 67% improvement in Cumulative Layout Shift, signalling a smoother, more reliable interface across devices.

Alongside these technical gains, refinements to the product page – including the introduction of recommended products on both the PDPs and cart pages – have driven a 12% increase in average order value (AOV), demonstrating how subtle experience enhancements can translate directly into stronger commercial performance.

Overall, Mutimer’s refreshed storefront is now faster, cleaner and more resilient, offering a premium digital experience that reflects the sophistication of the brand itself.

Client reflections

Commenting on the initial impact of the new site, as well as his experience working with Swanky, Founder Jasper said:

“The new website is allowing us to be more mature as a business – empowering us to expand our product catalogue and move towards a new sales model. We’ve been able to implement things we’ve been wanting to launch for a while, like a lookbook. The product page has also really improved, allowing us to give the information that a customer needs, without it feeling like a big wall of text being thrown at them.

“Internally, it’s a lot easier to navigate on the backend. We’ve also had positive feedback from customers about the new site already. It’s now much easier for them to explore the site.

“I had a very easy, smooth experience working with the Swanky team. Communication and project management was good – the timeline was clear, with dates set far in advance. Harley and Jess were very easy to work with.”

Looking ahead for Mutimer

With a future-proofed Shopify site now in place, Melbourne brand Mutimer is well positioned to continue scaling its global presence and deliver a seamless brand experience to customers worldwide. The new site gives the team the freedom to launch new collections, refine content and expand into new markets – all without heavy reliance on developer support.

Crucially, it will also support Mutimer’s transition to a ‘continuously stocked’ business model – providing an infrastructure that’s robust enough to seamlessly handle anticipated collection launches whilst maintaining strong conversion performance long after launch day.

This project marks the next chapter in Mutimer’s digital evolution – and a strong foundation for ongoing growth, innovation and creative expression.

Upgrade to a new Shopify theme with Swanky

Your website should empower your brand, not hold it back. Whether you’re looking to improve site speed, refine your store’s aesthetic or enhance global scalability, Swanky’s Shopify specialists can help you create a compelling website that drives performance and growth.

Contact our team now for an initial discussion about your project.