The Client
Muskox makes premium heavyweight flannels built to last a lifetime. Worn by outdoor workers, builders, and mountain bikers who won't settle for soft gear, the brand is 100% American-made and donates a portion of the proceeds to wildlife conservation for every flannel sold. It's a brand with a loyal following - and products that sell themselves, when the site gets out of the way.
Case Study
MuskOx
From generic theme to conversion machine โ built from the ground up to sell.
- Full Site Rebuild
- Full Site Redesign
- UI/UX Design
Services
Client Goals
- Replace a generic Shopify theme with a custom site built for their brand and their buyer
- Improve homepage performance and convert more of their existing traffic
- Increase average order value through better UX and product discovery
- Build a scalable Shopify foundation to grow into
The Problem
A brand built on quality - running on a site that wasn't.
-
Generic theme, premium product
Muskox was running on an off-the-shelf Shopify theme. For a brand built around craftsmanship and durability, nothing about the site communicated that. It looked like everyone else.
-
Homepage that wasn't converting
Traffic was coming in. Sales weren't following. The homepage lacked the structure and UX logic needed to move visitors toward a purchase.
-
AOV stuck below the ceiling
With customers already spending $600โ700 per order, the upside was clear - but the site wasn't built to unlock it. Shoppers weren't being guided toward higher-value purchases or multiple items.
What We Did
Theory Digital built the Muskox site - a full design and development build, starting with UX strategy and ending with a custom Shopify store purpose - built to convert.
-
Ground-Up Custom Build
No generic theme. No shortcuts. We designed and built the entire site from scratch โ custom components, clean code, and a structure built around how Muskox customers actually shop.
-
Homepage Engineered for Conversion
The homepage wasn't designed to impress โ it was designed to sell. Every section was mapped to a job: build brand trust, drive product discovery, and move visitors toward checkout.
-
UX Designed Around Higher AOV
From product layout to the buying flow, we built in the structure that nudges customers toward more. Cleaner presentation of premium options, better discovery across the product line, and a checkout path with less friction.
โTheory elevated our brand presence and clearly differentiated our hero products, which led to stronger conversion performance.โ
-
Increase in overall conversion rate
-
Revenue increase post-new site launch
-
Increase in homepage conversion rate
-
Case Study
Ancore
Coming Soon!
-
Case Study
House of XM
Built to evolve - with proactive support long after launch.
Read Case Study -
Case Study
Grinds
From legacy theme to conversion machine. How Theory helped Grinds modernize their Shopify store and scale DTC without disrupting live sales.
Read Case Study
