Rotate° partnered with Oliver Cabell to evolve their site in line with a business pivot from fashion-focused sneakers to purpose-driven orthopedic footwear.

The new experience prioritises education, storytelling, and product performance, all built on a flexible, scalable Shopify foundation that empowers the Oliver Cabell team to iterate fast and grow even faster.

A Brand Pivot with Purpose

This project marked a turning point for Oliver Cabell. Known originally for their fashion-forward sneakers, the brand — in partnership with Scheÿbeler — evolved its positioning to focus on stylish performance footwear designed for better foot health.

Our work helped bring this new vision to life online. The site leans into orthopedic credibility without losing the sleek, modern aesthetic that defines Oliver Cabell. We introduced clear category segmentation — Plantar Fasciitis, Heel Pain, Arch Support, and more — that lets customers shop by condition, not just by style. The result is a more purposeful, empathetic shopping journey that aligns perfectly with the brand’s new promise: footwear that blends form and function.

Designing a System That Tells a Story

The previous site offered limited space for Oliver Cabell to share its deeper narrative. The experience was purely transactional, with product pages that focused on price and imagery, leaving no room for the brand’s design ethos or functional purpose to shine through. Our goal was to create a system that would not only drive commerce, but also communicate Oliver Cabell’s values — all wrapped in a high-end, thoughtfully crafted UI.

We introduced a modular content model powered by Shopify Metaobjects, combined with bespoke theme enhancements tailored to Oliver Cabell’s needs. The new UI is visually refined — spacious, elegant, and deliberately restrained. Typography is considered, with subtle contrasts in weight and scale that guide the user through content without overwhelming them. Imagery is given the space it deserves, with flexible ratios and placements that allow the product’s details and materials to take centre stage.

And behind this beauty is a powerful engine: a fully scalable, flexible CMS that empowers the Oliver Cabell team to build and manage structured, reusable content across the site — all without needing developer support.

Fueling Growth Through Experimentation

Test-and-learn is a key proponent at Rotate. One example of this is the rigorously tested a Buying Panel that balanced simplicity with detail, helping customers feel confident in their purchase decisions. The results spoke for themselves: within four weeks of launch, the site saw a +7% uplift in conversion rate and a +40% increase in orders and gross revenue compared to the previous period.

But CRO isn’t just about quick wins. We’ve set Oliver Cabell up with a long-term framework for experimentation. From modular PDPs that can flex based on customer needs, to targeted messaging by condition (e.g. arch support, heel pain relief), to landing pages that can be tested and refined — the team now has the tools and structure to continuously improve the experience. And crucially, all of this sits within a beautiful, high-end UI where no design detail is sacrificed for performance.

Fast-to-market. Future-ready.

We delivered the new site in just nine weeks — a complete reimagining of the Oliver Cabell experience on Shopify. The result is a store that’s not only fast and flexible, but also visually striking and purpose-built for scale.

We gave the Oliver Cabell team powerful page-building tools and an intelligent content structure that allows them to create, edit, and scale content without touching code. On the front end, users benefit from a seamless shopping experience, with enhanced filters, sub-collections based on orthopedic needs, and condition-specific navigation that makes discovery easy.

Behind the scenes, we streamlined operations: consolidating app usage, simplifying admin workflows, and reworking search functionality into a single, cohesive system. The entire experience — both for the customer and for the team managing the store — is smoother, smarter, and built to evolve as the brand grows.

Footnote

Oliver Cabell’s new site represents far more than a design refresh. It’s the digital expression of a strategic shift — from style-first commerce to a thoughtful, health-first brand story that puts the customer’s needs at its core.

By combining Shopify’s latest features with bespoke enhancements and a premium, high-end design system, we’ve helped Oliver Cabell create a site that not only looks beautiful, but is built to scale, convert, and inspire. This is a platform designed for growth — and for customers who want footwear that delivers on every level.