11. October 2018

By Malene Birger unveils new online shop

By Malene Birger is the epitome of stylish women's clothing. With passion, the Nordic fashion house presents the idea of making women, wearing their brand, feel strong and confident. In order to provide its customers with a more modern, holistic buying experience, the company decided to redesign its online shop.


From now on, customers can immerse themselves in the unlimited world of fashion. Additionally to seeing the latest collections, they can look behind the scenes of the fashion label. The history of the fashion house (in the "Our story" section) invites its customers to learn interesting facts about the creation of the brand, its style and employees.


To make shopping as intuitive and user-friendly as possible, By Malene Birger decided to completely revise its product detail pages. The state-of-the-art design with its playful use of colors in new, appealing product pictures, goes hand in hand with the brand's principles.

If a customer likes a piece of clothing, she is now able to admire it from different perspectives on the product detail page – without clicking through the picture carousel.

A new listing under each product image also provides a quick overview of available sizes and thus shortens the purchasing process.

User-friendliness is also enhanced by a "Favourites" site which got highlighted during the relaunch process. It can be used as a wish list for preferred products and is accessible from any subpage.


By switching from a multi-page to a one-page checkout, By Malene Birger wants to help its customers make quick purchase transactions and at the same time minimize the abandonment rate resulting from a too extensive and confusing checkout process. A fashion-conscious woman can now enter her personal data such as delivery address, delivery and payment method directly into a clearly arranged page where the order summary is permanently present.

For the redesign of its online shop, the Danish fashion label commissioned experts from BE EXCELLENT (part of Dept), who were responsible for all implementation activities during the project.

Discover the

new shop

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