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Tony Bianco

Tony Bianco

Low-key Luxury
Shopify Plus
visit live site

Tony Bianco is a leading Australian footwear brand with a strong retail presence and a high-volume ecommerce operation supporting both domestic and international markets.

As the brand scaled globally, its existing ecommerce architecture began to introduce unnecessary complexity. Bedford Lane partnered with Tony Bianco to simplify their platform, reduce technical debt, and deliver a faster, more resilient Shopify Plus experience built for long-term growth.

3D Assets & Integration
Content Production
Data & Integrations
Low-Code Development
Search Engine Optimisation (SEO)
Email/SMS Marketing
Branding & Design
Marketing & PR

+30%*

Store sessions

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+194%

Users reached checkout

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+119%

Add to cart rate

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+107%

Conversion Rate

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Simplifying a complex ecommerce stack

Tony Bianco’s previous setup relied on a custom headless architecture that had become increasingly difficult to maintain. While powerful, it introduced friction across content management, development workflows, and day-to-day ecommerce operations. The opportunity was to reduce complexity without sacrificing capability. The goal was a platform that empowered internal teams, improved operational efficiency, and delivered a more consistent customer experience across devices and markets.

Moving to Shopify Online Store 2.0 allowed Tony Bianco to take advantage of native Shopify Plus functionality while significantly simplifying the underlying stack. This shift enabled faster iteration, clearer workflows, and a more sustainable foundation for future growth, while maintaining the flexibility required for a fashion brand operating at scale.

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The Challenge

Reducing technical debt without losing momentum.

The primary challenge was transitioning away from a deeply customised headless setup without disrupting trade or compromising performance.

The migration needed to be carefully staged, well documented, and executed with precision. At the same time, the project was tasked with improving site speed, streamlining operations, and delivering a modernised customer experience that matched Tony Bianco’s brand and volume.

A measured replatform, delivered end to end

Bedford Lane led the replatform to Shopify Plus, delivering a new custom theme supported by a refined design system and updated global UI patterns. Native Shopify features were prioritised wherever possible, reducing reliance on bespoke solutions.

Key integrations were implemented to support omnichannel trade, including Apparel21 for product and order synchronisation, Submarine for preorder and made-to-order functionality, and an upgraded checkout using Shopify’s one-page experience. Loyalty, gift cards, and operational workflows were also enhanced to support scale and efficiency.

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Webby Award for Best Mobile User Experience

Domaine wins the Webby People’s Voice Award for Best Mobile UX with our innovative Timex site redesign. This work exemplifies our philosophy that — when implemented well — innovative visual design is a core part of creating world-class user experiences.

Tony Bianco’s ecommerce platform is now simpler, faster, and significantly easier to operate. The move to Shopify Plus has reduced technical overhead while improving flexibility, performance, and conversion across key touchpoints.

Bedford Lane continues to partner with Tony Bianco through ongoing optimisation and enhancement, ensuring the platform evolves alongside the brand’s global growth.

Services
Ongoing Optimisation & Support
Systems Integrations
App & Custom Function Development
Platform Migrations
Custom Shopify Builds
Art Direction & Visual Identity
Conversion-Focused Design
Design Systems & Component Libraries
UI Design
Migration Planning
Platform & Architecture Planning
Shopify Consulting
Website & UX Audits
CRO & Performance Analysis
Shopify Theme Development
UX Strategy & Customer Journey Design
Ecommerce Strategy & Roadmapping
Features
Cross-Boarder Commerce
Size Finder
Virtual Try On
3D/AR Viewer
Advanced Discounting
Shop the Look
Subscriptions
Up-Sells & Cross-Sells
Loyalty & Rewards
Wishlist
Checkout
Waitlist
Product Bundling
UGC & Social Feeds
Mega Menu
Reviews
Service Partners
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Tech Partners
Shopify Plus
Okendo
Elevar
Pipedream
Apparel21 Connect
Klaviyo
Gorgias
Avalara
Submarine
Loop
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