Blending legacy with innovation: a reimagined website experience for Yonex, rooted in history, built for what’s next.
The Challenge
As a globally-recognized name in racquet sports, Yonex has built a brand on precision, performance, and craftsmanship. Yet, its digital presence in the U.S. had not evolved to meet the expectations of today’s DTC shopper. Yonex needed to create its first-ever direct-to-consumer ecommerce experience for the U.S. market; one that reflected the brand’s premium identity while catering to the behaviors of modern consumers. The challenge was to honor Yonex’s rich heritage while launching a mobile-first, conversion-focused website that could serve as the foundation for future global expansion.
Our Role
- Creative Direction
- UX / UI Strategy
- Solution Architecture
- Shopify Plus Development
Our Proof
Increase in Overall Conversion Rate
Increase in Revenue Per Visit
Reduction in Bounce Rate
Increase in Session Duration
Our Strategy
Our strategy centered on building a scalable digital commerce experience on Shopify Plus; delivering the speed, flexibility, and control needed for a successful U.S. DTC debut. We focused on unifying Yonex’s brand storytelling with eCommerce best practices, leveraging compelling product visuals, athlete narratives, and streamlined shopping flows. With an eye on long-term growth, we architected the experience to support future enhancements such as localization, ERP integrations, and advanced personalization, while ensuring the initial launch met MVP goals.
Our Approach
Key efforts included:
- Migrating select content from Magento 2 to Shopify Plus
- Configuring product templates, metafields, and collections for intuitive navigation
- Implementing a modern component library using Shopify Sections for modular content management
- Integrating essential tools like GA4, Locally, reviews, and customer service for a full DTC tech stack
- Ensuring launch readiness through rigorous QA, user acceptance testing, and team training
