The problem
Fragilebase is a streetwear brand, so the store has to look sharp and feel fast. Their store was sluggish and the checkout flow was losing shoppers in places the team could not explain.
The task was to turn the brand's design requirements into working pages and clean up the experience between landing on the store and paying. Streetwear shoppers mostly browse on their phones, so a slow page or a clumsy product layout costs attention quickly, and the brand's look depends on the pages being crisp on every screen.
Slow stores usually have a few common causes: heavy theme code, too many apps each loading their own scripts, and layouts that were never properly tuned for small screens. The first job was finding which of those applied here, then fixing them without losing the brand's look.
What we built
We handled the theme customisation and development end to end, working in Liquid on Shopify. Doing the design translation and the clean-up in one engagement meant the new sections were built on a lighter base instead of being added to the existing weight.
- Converted design requirements into functional, responsive pages
- Built custom sections and an improved product UI
- Reworked store usability across phone, tablet and desktop
- Cleaned up heavy code and apps to improve load speed
- Reviewed the checkout flow for drop-off points and fixed what Shopify allows
Removing weight is part of the job. Each app or script was checked for whether the store still needed it, because code that does nothing for the shopper still slows the page down.
Checkout on Shopify can only be changed within the limits the platform sets, so we focused on the parts of the journey around it and fixed what could be fixed. Our Shopify development team works this way: find the friction, then fix it properly.
The result
The store is faster, cleaner and on-brand across devices. In the client's words: "Medkon cleaned everything up. Faster load, better checkout, higher conversions."
The brand now has a theme its team can maintain, and we remain their developer for ongoing changes. A theme built from clear sections is easier to hand over than one patched over time, which is why we treat the clean-up as part of the build and not a separate task.
For a fashion or streetwear brand, the store is the shop window. This project was about making sure it works as well as it looks.
Cleaning up as part of the build also keeps future work cheaper to do. When apps and code are tidy, new sections and changes can be added without untangling old decisions first, and the team can see what each part of the store is doing.
Frequently asked questions
Can you fix a slow existing Shopify store, or only build new ones?
Both. A Shopify fix or plugin usually takes 1-2 weeks, and a full store build usually takes 4-8 weeks. We start by looking at what is slowing the store, then tell you what needs fixing.
What does a Shopify theme build or clean-up cost?
Pricing is project-based. We give a fixed quote after a free discovery call, once we understand the scope.
Can you work from our design files?
Yes. We turn design requirements into working, responsive Shopify pages, including custom sections and product page layouts.
Can you improve checkout conversion?
We can review the checkout flow for drop-off points and fix what Shopify allows. Checkout customisation has platform limits, so we are upfront about what can and cannot be changed.