A plus-size fashion leader, given an inclusive, confidence-first Shopify store built to celebrate every body.
Overview
Penningtons is a leader in plus-size fashion in Canada. The store needed to feel genuinely inclusive and aspirational - not an afterthought - while converting a wide, loyal customer base.
End to end: a confident, body-positive Shopify theme, smart fit guidance, and a checkout optimised for a higher average order value.
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Challenges
Plus-size shoppers have been let down by clothing brands for years. The store had to rebuild trust, nail fit confidence, and feel as aspirational as any mainstream label.
Real models, real sizes and aspirational styling - inclusion that's felt on every page, not bolted on.
Plus-size fit is the #1 return driver, so size guides and fit tools had to remove the guesswork.
Trend-led merchandising that treats plus-size shoppers to the same style and newness as anyone else.
A young, mobile-first audience needed a lightning-quick path from inspiration to checkout.
Fit, solved
Fewer returns, more confidence. Detailed fit guidance, true-to-size reviews and a smart size finder help shoppers buy with certainty - and come back.
How it came together
Understanding the brand, the customer and the moments that drive a sale.
An on-brand, conversion-led storefront designed in Figma.
A custom Shopify theme in Liquid with reusable, editable sections.
Apps, speed & SEO tuning and QA across devices before go-live.
The results
Screens
01 Home
02 Shorts & Tanks
03 Bottoms
04 Product
05 Product
06 About Us
Made for mobile
Most customers browse and buy on their phones - so every screen is fast, thumb-friendly and built to convert.
Haseeb built a store that finally treats our customers like the fashion-lovers they are. Confidence is up, returns are down, and so is the bounce rate.
Let's build a store that makes them feel seen - and sells.