WorkPat Flesher

Pat Flesher

An editorial Shopify flagship for a heritage fur house dressed in winter light

2026Fashion & Apparel

The brief

Pat Flesher has outfitted winters for generations, and its storefront needed the gravity of that heritage without the dust. We designed and built an editorial Shopify flagship where campaign photography leads like a lookbook, each coat carries its own story, and the commerce underneath runs modern: tuned discovery across the collection, multi-currency for customers on both sides of the border, and back in stock notices for pieces that rarely wait.

+34%

Conversion rate after relaunch

Time spent with the collection

Countries selling in local currency

The storefront

A flagship in winter light

The storefront opens like the brand's season: campaign photography in snow and lamplight, collections presented as a considered wardrobe rather than a warehouse, and type that stays out of the photography's way. Editorial weight is the whole argument for a luxury house, and this store carries it on every scroll.

The craft

Coats presented like couture

A four-figure coat deserves more than a grid slot. Each product page paces its story: the piece photographed close, materials and provenance where the questions arise, and options that read at a glance. Back in stock notices catch the pieces that leave quickly, and the page holds its luxury register on both screens, switch below and see.

In hand

Luxury at a lighter weight

On a phone the flagship keeps its manners: campaign imagery full-bleed, discovery that moves through the collection without effort, and product pages that read like pages rather than forms. The store stays quick under the photography, because luxury that keeps a customer waiting is not luxury.

The store in hand

01 / 10

The system

One winter editorial, held together

From the campaign hero to the last collection page, the store speaks in a single register: winter photography, quiet serif detail, and layouts that give the coats the whole frame. The system flexes for seasons and drops while the house style never wavers, which is precisely how a heritage brand should age online.

Across the store

01 / 10

“Our coats have been photographed beautifully for decades. This is the first time the store has deserved the photography.”

FounderPat Flesher

Where it landed

Pat Flesher now sells from a flagship that matches the house: editorial on the surface, modern commerce underneath. The team runs seasons and stories themselves, customers browse both currencies without friction, and the heritage reads intact from the first campaign frame to the order confirmation.

Services

Ecommerce strategy & discoveryShopify store designTheme developmentConversion rate optimization (CRO)International markets

Features

Search & filteringProduct optionsEditorial storefrontBlogBack in stockCollection dropsProduct storytellingMulti-currencyReviewsAbout us

Stack