Elevating a heritage Irish brand's personalised digital experience with Shopify
Services
UX, Integrations, Platform Migration
Sector
Clothing & Footwear
Technologies
Shopify
THE
CHALLENGE
THE
CHALLENGE
CHALLENGE
Dubarry of Ireland, a renowned outerwear brand celebrated for its craftsmanship and timeless style, needed a new eCommerce platform that could reflect its brand heritage while meeting modern customer expectations.
However, their existing eCommerce platform had become outdated and restrictive. Managing the site was cumbersome, the customer journey lacked consistency, and there was no effective way to deliver personalised content or recommendations.
To stay competitive, Dubarry needed a modern, scalable solution that could improve usability across the customer journey, enable true personalisation based on customer behaviour and context, and empower the internal team with a manageable, future-proof system.
Partnering with Brave The Skies (now Glass Atlas), they embarked on a full replatforming and redesign to create a more personalised shopping experience.
We replatformed Dubarry’s online store to Shopify, combining a full redesign with custom development.
The approach blended UX research, collaborative design, and technical integration to create an experience tailored to Dubarry’s discerning audience. We guided the redesign with two rounds of usability studies, with customer testing before and after launch, ensuring the new product cards and product pages were optimised for clarity, conversion, and improved size and variant selection.
We also integrated Advanced Commerce to deliver personalised product recommendations based on customer behaviour, preferences, and purchase history. This was further enhanced by a weather API that adjusted product visibility in real time, helping Dubarry showcase the most relevant products according to customer location and conditions.
By connecting Ometria with Shopify via the Storefront API, Dubarry gained the ability to run targeted campaigns, optimise inventory management, and deliver a joined-up customer experience.
THE
SOLUTION
THE
SOLUTION
SOLUTION
THE
RESULTS
THE
RESULTS
RESULTS
The redesigned site delivered a smoother, more engaging shopping experience. Usability tests showed clear improvements in navigation, size and variant selection, and product understanding. Customers now enjoy a personalised experience, seeing tailored recommendations and products surfaced that might otherwise remain hidden. Positive feedback highlighted the ease of use, improved clarity, and richer storytelling around products.
Dubarry of Ireland’s new Shopify site now reflects its brand identity while delivering the flexibility and functionality needed to thrive in a competitive digital landscape.
Recognition
Glass Atlas helped us bring our heritage brand into a modern eCommerce environment without losing what makes Dubarry unique. The new platform is easier to manage, and our customers are enjoying a far more personalised experience.
