BDXY Studios is a premium apparel and lifestyle brand co-founded by Luke Evans, blending Hollywood-inspired aesthetics with modern essentials across T-shirts, swimwear, underwear, and resortwear.
- Website
- Year2025
The challenge
BDXY Studios had outgrown a restrictive third-party commerce stack under The Hut Group. As a celebrity-led essentials brand scaling across swimwear, underwear, and resortwear, the team needed full control over merchandising, international delivery messaging, and seasonal campaigns without waiting on platform constraints. The replatform had to preserve BDXY's clean Hollywood aesthetic while supporting a growing catalogue of sustainable staples and editorial collection drops.
The strategy
oContis executed a full replatform from The Hut Group to Shopify, pairing brand discovery with Store 2.0 theme development. The focus was a clean migration path, flexible homepage and collection sections for campaign storytelling, and a storefront architecture that could support international growth, bundle offers, and retention tooling from day one. Klaviyo and Loox were integrated into the experience without compromising the brand's concise, premium presentation.
Results
BDXY Studios now runs on a Shopify storefront the team fully controls: a stronger foundation for DTC growth, international merchandising, and seasonal campaign iteration. With flexible Store 2.0 sections, integrated retention tooling, and a migration off legacy platform constraints, the brand can keep evolving its essentials range without rebuilding from scratch.
