StreetX - Shopify Website Development

Objective

When I partnered with StreetX, the website was outdated, unstable, and difficult to manage.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.

Strategy

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.v

Going global

As international demand grew, the next phase was turning a single Australian store into a genuinely global operation without splitting it into separate stores to maintain.

Using Shopify Markets, the store now serves five regions, each with local currency and pricing: Australia, North America, Europe, the UK, and the rest of the world. Rather than duplicating the site per region, everything runs from one store, with the theme adapting to each market. Navigation, search, 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.

Fulfilment now spans multiple origins, with orders routed between the Melbourne 3PL and an international warehouse depending on the product and destination. That brought new complexity around split shipments, delivery expectations, and duties and taxes on cross-border orders, all of which needed to be handled clearly at checkout rather than surprising customers at the door.

Alongside this, the theme has kept evolving: live inventory by location on product pages, a size chart system the team manages themselves, and campaign tooling refined across each major sale. The work is ongoing, with a phased consolidation project underway to simplify the setup behind the scenes as the operation grows.