How Never Fully Dressed Scaled Global Sales with Shopify Plus

Overview

Never Fully Dressed, a London-based womenswear label launched by Lucy Aylen in 2013, was thriving domestically but struggled with cross-border complexity. Manual tax calculations, mismatched currencies and shipping hiccups meant external tech teams were constantly on call. The brand needed a solution that could unify international storefronts without draining resources.

Challenges

As the business expanded into Europe and beyond, handling duties, customs, and multiple currencies manually ate time and introduced errors. Their previous ecommerce platform lacked built-in international tools, forcing developers to build workarounds. Mobile shoppers faced confusing checkout flows, which hurt conversion rates on smartphones.

Solution

Migrating to Shopify Plus gave Never Fully Dressed access to native features for multi-currency pricing, tax automation and localized shipping options. A custom B2B portal was created on the same platform, letting retailers browse and place orders as easily as direct consumers. The new setup reduced reliance on third-party dev, allowing a lean tech team to maintain the site.

Implementation

The switch to Shopify Plus was completed in under eight weeks. During that time, the team:

• Configured multi-currency support and automated tax calculations with Shopify Markets.
• Integrated global shipping rates using third-party carriers.
• Built a password-protected B2B storefront with dedicated pricing and minimum order rules.
• Tested translations and currency selectors across devices.

Results

Post-launch metrics showed rapid improvements: average order value climbed 18% year-on-year, international mobile conversion rose by 27%, and global orders grew 50% compared to the previous period. Retail partners praised the new B2B portal’s intuitive design, leading to orders from top boutiques without manual intervention.

Conclusion

By choosing Shopify Plus, Never Fully Dressed removed international friction, cut development overhead and unlocked new revenue streams. A sleek B2B site and automated backend processes let the lean team focus on design and growth, not technical upkeep.