StreetX

When I partnered with StreetX, the website was outdated, unstable, and difficult to manage. Online sales were an afterthought compared to brick-and-mortar, and the existing theme was not built to support growth, frequent drops, or reliable promotions.

The goal was to stabilise the existing site while designing a modern Shopify theme and system that could shift the brand toward an online-first focus without disrupting day-to-day trade.

The approach was twofold. Fix and stabilise the live site while building a modern replacement theme in parallel. This allowed StreetX to continue operating while transitioning to a more scalable, future-proof setup.

The new system focused on speed and flexibility. Product drops, limited releases, and rapid promotions were designed to be easy to execute and repeat. This structure was in place before COVID, enabling a smooth pivot to online-only trading when physical retail paused.Since then, the platform has supported significant growth. This includes a move to 3PL fulfilment, the launch of a US store and warehouse, and major trading periods such as Black Friday, Christmas Day, and Boxing Day. Today, online sales far outweigh physical retail, and the focus has shifted to scaling that system internationally.

As international demand grew, StreetX was running two separate Shopify stores. The Australian store shipped from a Melbourne warehouse, while a separate US store shipped from a warehouse in California. Each had its own inventory, customers and admin, which limited sales and sent customers to the wrong site.

The US store has now been merged into the main store, and everything runs from one place. Using Shopify Markets, the store serves five regions, each with its own pricing: Australia, North America, Europe, the UK, and the rest of the world. The theme adapts to each market. Navigation, search, collection filters and footer content change by region, shipping notices reflect where an order will dispatch from, and promotional messaging is driven by product tags so the StreetX team can launch campaigns without a developer.

Alongside the merge, a third warehouse in China came online. Orders are now routed between Melbourne, China and California depending on where the customer is and where the stock sits. Australian orders ship from Melbourne first, North American orders from California, and Europe, the UK and the rest of the world from China, with another warehouse picking up the order when stock runs out.

With stock split across three locations, customers need to know what's available where. Product pages now show live stock levels by region, so shoppers can see at a glance what will ship from their nearest warehouse.

Bringing the China warehouse online also exposed a hard incompatibility with the existing duties and taxes provider, which couldn't quote landed costs on split shipments. Rather than force it, I re-scoped the project mid-flight and rebuilt the shipping layer: new landed cost calculation for cross-border orders, a single consolidated shipping profile so mixed-origin carts get one clean rate, and HS codes and country of origin assigned automatically to new products via Shopify Flow. Products that ship internationally from Australia carry a notice so customers know what to expect before they buy, and duties are handled at checkout rather than surprising customers at the door.