Calibre’s previous website no longer matched the sophistication of the brand or the expectations of its customers. Navigation was unintuitive, product discovery was limited, and the overall experience lacked cohesion across key touchpoints. The opportunity was not just to redesign the site, but to rethink how customers moved through it. From homepage through to checkout, every interaction needed to feel considered, effortless, and aligned with the brand’s premium positioning.

Alongside the visual refresh, the underlying platform required a more robust and flexible structure. The new site needed to support ongoing growth, seasonal collections, and future optimisation without introducing unnecessary complexity. This meant designing and building a solution that balanced strong brand expression with long-term performance and maintainability.