Shopify Plus logo

We applied the power and functionality of Shopify Plus to an iconic, 150-year-old business

Stanfield’s Ltd., the iconic Canadian underwear company, has been around since 1856. They’re legends. 

Their history of being flexible and responsive to their customers and the world situation -- from innovating new clothing and wool-processing techniques, to producing products needed at different times in history: warm, unshrinkable underwear for the Yukon Gold Rush, wool blankets in WWI, and, more recently, PPE for the pandemic -- is possibly their greatest strength as a business. Stanfield’s keeps their finger on the pulse of the current climate, and pivots quickly to produce what’s needed, all while celebrating their strong values and long history. 

With that in mind, we’re proud to announce that Stanfield’s has performed another pivot, asking us to migrate their online operations from Magento to Shopify Plus.

We were happy to oblige.


  • Ecommerce Strategy
  • Ecommerce Action Plan
  • Design
  • Development
  • Migration from Magento to Shopify Plus
  • Inventory and fulfillment integrations


  • Online sales up by 92%
  • Conversion rate up by 187%
  • Average order value up by 21%
  • Total orders up by 58%

View website

Black and white collage of Stanfield's factory and product

Making history with a functional new design

Our lead designer wanted to showcase Stanfield’s Canadian pride as they reimagined this historic brand. They worked with the client to establish a new look and feel that would not only make effective use of their historical image archive in a modern, refreshed site, but also make it more responsive, easier to navigate, and easy for their staff to manage.


Screenshot of Stanfield's history page

PDPs that perform

We redesigned the PDPs for a beautiful and functional UX. With a cleaned-up, accessible sizing chart and care instructions for each product, perhaps the most innovative update was the installation of a real-time inventory that sends an email notification to a customer when a product is back in stock.



Responsive screenshots of product detail page



We started with a smart cleanup of Stanfield’s former mega-menu for a much more instinctive navigation, that integrates across other brands (Elita, Snow Angel, etc.). We tightened the FAQs into a useful, easy-to-find document, and simplified the process to add product reviews.

Now products are displayed in intuitive ways as customers browse the site. We organized products with tags and collections and added custom filters for product type, colour and fabric, for an extra layer of shopping convenience.

Quick shop functionality on collection pages makes it easy for the customers who know exactly what they want to quickly add a product to their cart and be on their way. And live inventory quantities at the variant level make it quick and easy for customers to see exactly what colour and size combinations are available.

Screenshots of responsive collection page

Simple and functional

We know that UX goes a lot farther than the customer-facing site. Stanfield’s previous Magento site had been a challenge to manage. We listened to the team’s concerns and came up with smart solutions that would improve their user experience. For example, they used to have to create new products for each sale item. Their new custom Shopify Plus theme is much easier to edit, and allows their staff to set sale prices on specific variants without having to recreate a product.

We simplified their workflows with Exportify and Stock Sync to reduce a significant amount of keystrokes for their customer care staff.



As Atlantic Canadian Shopify Plus Partners, we are proud to have helped reimagine this iconic Canadian brand, and to welcome Stanfield’s to the power and functionality of Shopify Plus.


Browse more projects

See all projects

Start your Ecommerce Action Plan!

Clarity and purpose to grow your business on Shopify