How Nour Hammour Doubled Sales with a Headless Shopify Store

Turning a Paris Showroom into a Digital Flagship

In the heart of Paris, Nour Hammour built a reputation for creating luxury leather jackets guided by bespoke fitting sessions and one-on-one styling. In 2013, the brand opened its doors to discerning customers who wanted craftsmanship and intimacy. But when the world shifted online, the label needed a site that felt as rich as the in-person shopping ritual. Their legacy platform felt sluggish, and the mobile journey was an afterthought. Over 90% of visitors used smartphones yet bounce rates ticked upward as pages loaded slowly. The team realized a fresh approach would be needed to keep the sense of discovery alive on every device.

Challenge: Elevating Luxury Online

Nour Hammour’s goal was to replicate the tactile look, feel, and storytelling of its Parisian atelier in a digital setting. Every product page had to convey fine leather grain, stitch details and fit guidance. Videos showing movement were essential for helping customers see how a jacket drapes. On top of that, pages had to load in a blink. The old site used heavy compression and minimal media, but performance still lagged and content editors struggled to update text, images, or translations without developer help. The brand needed speed, flexibility, and elegant design components that would not slow the user down.

Solution: Headless Architecture with Hydrogen

The team engaged Commerce-UI, a Shopify partner focused on design and code. They recommended a headless approach—splitting front end from backend—to marry speed and design freedom. By usingShopify Hydrogen, they could reuse prebuilt components for cart logic, pagination and SEO, while crafting custom layouts for lookbooks, editorials, and product guides. Deploying onOxygenensured a globally distributed network so any visitor, in Tokyo or Tucson, gets near-instant page loads.

For content management, they integratedSanity CMS. Editors now drag and drop high-resolution images, schedule publish dates, crop focal points, and sync live product data from Shopify—all in one dashboard. Videos are fed throughMUX Video, so uncompressed files auto-convert to web-ready streams. This workflow eliminated manual compression steps and ensured crisp media for mobile shoppers.

Results and Impact

The revamped site went live weeks before Paris Fashion Week. Immediately, page load times halved and engagement climbed. Within a month, conversion rates rose 63% year over year. Sales followed, jumping 128% compared to the previous period. The marketing team reclaimed time previously spent chasing developers—now they own creative control. And the digital flagship continues to evolve with fresh content modules, guided fit tools and seasonal lookbooks.

Online or in the showroom, Nour Hammour remains defined by personal service. Thanks to headless commerce, the brand keeps that intimate bond alive, across every screen.