Case: BLS Hafnia

BLS Hafnia website on phone

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BLS Hafnia is a fashion brand in steady growth. Their webshop was limited, outdated, and built on Shopify 1.0. This restricted their abilities to showcase their brand and they lacked modern webshop features. We upgraded them from Shopify 1.0 to Shopify 2.0 with a fully up-to-date webshop, ultra-fast loading speeds, and a migrated members club, thereby enhancing their ability to effectively engage with their customers online. 


BLS Hafnia  




Webshop upgrade  

Upgrading from Shopify 1.0 to Shopify 2.0 


The customer:

BLS Hafnia is a street fashion brand founded on values like diversity & legacy, which their community really reflects. They have used the last decade building a unique brand that inspires people to dream big.  

Besides challenging the existing fashion industry, BLS Hafnia is also known for the design of a new Danish National Team shirt in collaboration with Hummel & Dansk Boldspil-Union (DBU). The shirt was a tribute to the new generation and played a large part in a shared lifestyle collection. 


BLS Hafnia was previously limited in the features available on their webshop, operating on the outdated Shopify 1.0 system. This prevented them from reflecting their brand creatively online, as they do with their fashion. 

As online shopping now accounts for a significant portion of total sales, having a strong online presence is arguably as important, if not more important, than physical stores. Bounce rates are affected by various factors, from loading speeds to visual product representations. Therefore, BLS Hafnia needed to make changes to their webshop to avoid losing sales. 


Since BLS Hafnia was already using Shopify, upgrading to Shopify 2.0 was the next step needed to take their webshop to the next level, and that’s what we did. They now have a fully modern website, including the following features and more: 

  • Improved loading speed 
  • Easy customization on all pages without the need for custom code, allowing the brand to creatively showcase and express themselves and their products on all pages 
  • An advanced filtering system that improves customer navigation and product logistics for the merchant 
  • An elegant quick-add feature, a powerful function in regard to upselling and conversion rate optimization
  • Their comprehensive members club and back-end are fully migrated to the new solution
  • A mega menu, where they now have the option to feature environment pictures to inspire their visitors  
  • Integrated style guide, where customers are able to shop the look and explore their collections. The journey is navigated through an optimized slider cart, so the visitor doesn’t have to leave the actual landing page 
  • Smart featuring on collections with a 3-dimension hover effect  

Overall, upgrading their webshop was a necessary step for BLS Hafnia to continue their growth and provide the best possible service to their customers. It will allow them to stay ahead of the curve and adapt to the changing needs of their audience, positioning them for success in the years to come. 

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