Two sister fashion brands moved from Magento to Shopify Plus

Joie and Equipment are sister contemporary womenswear brands from The Collected Group. Both stores ran on Magento, and both needed to move to Shopify Plus on a short timeline.

Running two separate replatforms would have doubled the work. The plan was one shared scope applied to both sites, with search, loyalty, reviews and other extras held back until after launch so the move itself stayed small.

Each brand kept its own Shopify store, but both were built on Shopify's Dawn theme with the same set of templates: homepage, collection and product pages, cart, account, header and footer, plus content pages such as About and Customer Care. Joie also got The Edit, its editorial page.

The two builds ran on a short stagger, Joie first and Equipment just behind, and each brand got its own launch guide for the cutover.

DYODE moved customers, order history, products, collections and active promo codes from Magento into both Shopify Plus stores. Products were remapped so each colorway became its own product, with color stored as tags and the brand set as the vendor.

Joie's blog came across too. Text that the old site had baked into images was rebuilt as live text, so screen readers and search engines could read it. After launch, a final data pass picked up the orders placed during the cutover.

Both stores went live with Klaviyo for email, Gorgias for customer service, Global-e for international pricing and checkout, Avalara for tax, Narvar for returns, OneTrust for cookie consent and accessiBe for accessibility, plus a size guide and a free-shipping threshold.

DYODE handed over documentation for every custom element added to Dawn, so each brand's team could run its own pages.

DYODE stayed on as the development team for both brands. Searchspring took over search, filtering and recommendations on each store. Yotpo added reviews, a customer photo gallery, loyalty and referrals.

Because each colorway was its own product, product pages got linked colorways that tie every color of a style together, plus color swatches, a custom pre-order flow, low-stock alerts and product badges. SEO fixes added color to product titles, cleaned up structured data and took the collection path out of product URLs.

Joie and Equipment left Magento for Shopify Plus as one project, on a shared build that kept two distinct brands on separate stores.

With the replatform behind them, both brands added search, reviews, loyalty and color features on top of Dawn, built by the same team that moved them.