7mesh
The challenge was never growth. It was making sure the infrastructure could keep up with it.
Client
7mesh
Sector
Technical cycling and outdoor apparel
Challenge
A challenger brand moving into the wider outdoor market had outgrown a headless setup that made everyday changes slow and costly, and didn’t do enough to show the thinking behind its products
Solution
Headless to native Shopify migration, storefront redesign and rebuild, product pages built around technical detail, each colourway as its own product grouped with Combined Listings, editable sections for the ecommerce team and migration SEO protection across five markets
Outcome
A store that gives 7mesh’s technical gear a bigger stage, lets the team build and change pages without a developer, and runs five markets from one Shopify store, with a Growth Programme to keep improving it
The Inflection point
7mesh was taking on the outdoor giants. Its website needed to keep up.
7mesh was throwing its hat into a ring of billion-dollar outdoor brands.
After a decade building its reputation in technical cycling apparel, the Canadian brand saw an opportunity to bring something different to the wider outdoor market. Its products combined the demands of high-speed riding with backcountry adventure. The team backed its ability to push the category forward.
Founder Tyler Jordan described the product promise as helping people move “faster, lighter, quicker with confidence”. The team needed to operate with that same freedom.
But its headless Shopify setup was slowing them down. Campaigns took too long to get live, everyday changes needed developers, and the customer experience wasn’t doing enough to communicate the thinking behind the gear.
We partnered with 7mesh to migrate from headless back to native Shopify, redesigning and rebuilding the storefront to elevate the customer experience and give the team more control as it entered its next stage of growth.
“We're helping people move faster, lighter, quicker with confidence. The team needed to operate with that same freedom.”
Tyler Jordan
Founder
The Enemy:
Being small should make you quicker
7mesh had the ingredients of a challenger: deep product knowledge, conviction and a close-knit team that could make decisions quickly. Getting those decisions onto the website was another matter.
Changing a heading on a product page needed development support. Adding a category to the homepage involved code. Components created for one launch were difficult to adapt for the next.
These frustrations mattered because the team had somewhere to go. New categories needed introducing. Product stories deserved more attention. Campaign ideas needed testing while they were still relevant.
Instead, content and product information were spread across Shopify, a separate CMS and a custom-fields app. Maintaining that setup consumed time and budget, while the team waited to make changes it should have been able to handle itself.
7mesh had already decided to leave headless. Our job was to make sure the move changed how the business could operate.
The Decision:
Give the products the experience they deserve
Competing in technical apparel means giving customers a reason to look beyond the brands they already know. 7mesh had plenty to say about its products. The website needed to make people want to listen.
We redesigned the experience around how customers discover, evaluate and choose technical apparel. Larger imagery and close-up detail give the products room, while richer storytelling connects fabrics, fit and construction to the conditions they’re made for.
The ambition was to make the quality obvious: help someone understand why this jacket, for this ride, in this weather, is worth choosing.
The team also needed to keep developing that experience as the range grew. They can now build out product stories and prepare pages for new collections in Shopify, using the design we created without commissioning bespoke development for each page.
What we built
Make the detail work harder
The way products were organised needed attention too. A better-looking site would only go so far if the team inherited the same awkward processes underneath it.
Colour was one example. Previously, colours were variants of a single product, with supporting imagery and other colour information managed separately. After assessing the alternatives, we agreed that each colourway should become its own product.
That allows the whole page to reflect the colour a customer is browsing, including its supporting imagery and content. For the team, it means being able to prepare a new colourway before launch or remove one from sale without affecting the others.
The choice meant more product records to maintain. In return, it gave 7mesh the individual control it needed. Shopify’s Combined Listings groups those colourways under one style, keeping collection pages focused on the range rather than repeating the same jacket in every shade.
The outcome
Move forward without losing ground
7mesh’s willingness to challenge the category came with a clear understanding of what was already working. Ecommerce was an established part of the business, and protecting trading performance through the migration was a priority.
We planned for changes to page templates, URLs and international arrangements from the outset. That included crawling the old site across its live markets, mapping redirects and defining how search engines should identify the relevant pages for each region.
Discovery established where change would help and what needed protecting. The team could pursue a substantial redesign with a clear plan for the transition.
The new store launched in September 2026.
The challenge was never growth. It was making sure the infrastructure could keep up with it.
The new store launched on 15 September 2026. The custom front end, separate CMS and custom-fields app stopped being used at launch, with their content and colour data now managed in Shopify.
The team can build and edit pages without a developer. A single store serves Canada, the US, the UK, Europe and Switzerland, with further improvements continuing through an ongoing Growth Programme.
7mesh wanted its small size to be an advantage again. The rebuild puts more of the work within reach of the people who know the products and customers best. They have a stronger experience to build on and more freedom to decide what happens next.
Taking on the category? Your website needs to be on your side. Let’s talk.
Technology
Shopify Plus
Klaviyo Reviews
StoreRocket
Swish
Loop Returns
Algolia
Services
Shopify Plus
Discovery
Redesign
Rebuild
UX
Retainer
Has your Shopify implementation kept pace with your business?
If your retainer is going to maintenance rather than momentum, the architecture is probably the reason.