As an outdoor apparel brand, KUIU flipped the script of traditional heritage brands by launching with a direct-to-consumer model. From insulated gear to high-performance equipment, KUIU engineers the world's most innovative performance hunting and outdoor gear and is now seen as an industry leader.

To meet the demands of their rapidly growing e-commerce business, Verbal+Visual worked with KUIU to migrate their brittle SFCC setup to a robust Shopify Plus infrastructure, smoothly and effectively, all in just 14 weeks.


Strategy & Roadmapping UX/UI, Tech, Content, & Ops Planning SFCC Migration Shopify Plus Development Responsive Modular Design Systems 3rd Party Platform Setup & Integrations Quality Assurance & Compliance CX Testing & Optimization Strategic E-commerce Consulting Conversion Rate Optimization Site Support & Maintenance


Searchspring Yotpo Amperity Celigo Elevar eShopWorld Narvar Klarna Avalara GovX Feedonomics Pingdom


Amazing job team, this was incredibly well done.

Tyler Grech

Sr. Merchant Success Manager, Shopify Plus

01 New Platform, More Growth

Since launching 10+ years ago, KUIU has seen exponential year over year growth online. With such incredible growth, their need for stronger, more scalable infrastructure became increasingly vital, and the decision to switch from SFCC to Shopify Plus was made.

Utilizing a combination of the current site, recent site design files, new client objectives, Verbal+Visual worked diligently and quickly to align the KUIU team’s goals with executing on the site migration. Throughout, the V+V team elevated and streamlined designs, increased on-site functionality, and provided support to ensure a successful launch in time for the two largest sales periods for the KUIU business.

KUIU desktop 05
02 Shopify 2.0: A Flexible Design System

By utilizing the new Shopify 2.0 infrastructure, combined with the provided KUIU visual design kit, the Verbal+Visual team was able to create a flexible design and development system for the KUIU team to expand and grow their site content as needed, with minimal development assistance.

In addition, the refined design system and files allowed for a smoother user interface and customer experience, and resulted in increased conversions on the new site, ultimately positioning the brand nicely for continued scalability.

KUIU desktop 06