CASE STUDY

No excess x Flatline Agency

No Excess is a Dutch menswear brand known for its effortless, masculine, and modern style. With a strong presence in the B2B market, the brand was looking to strengthen its digital storefront to also capture more B2C growth.

Their existing Shopify setup was underperforming: slow site speed, clunky checkout, and poor product presentation stood in the way of a seamless customer experience. The challenge was clear: improve performance, unlock new functionalities, and enable growth across both B2B and B2C.

INTRODUCTION

No excess - Digital performance at its highest

SHOPIFY SHOP THE LOOK B2C

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Strengthening digital experience

The challenge – Slow, complex, and limiting

Operating mainly in the B2B segment, No Excess had a digital infrastructure that wasn’t built for scale. Their storefront was slow, the payment process was difficult, and the overall performance was holding the brand back from growing its direct-to-consumer business.

With the majority of sales still B2B, the brand needed a more flexible and future-ready setup to boost conversion and improve the buying experience.

Flatline’s approach – Build smart, scale fast

Flatline Agency rebuilt No Excess’ Shopify store on a high-performance starter theme, tailored for speed, flexibility, and scalability.

By introducing new features like Shop the Look, product bundles, upsells, swatches, and custom image grids, we elevated the shopping experience and reduced friction across the funnel. The result is a cleaner structure, faster navigation, and a more engaging storefront for both B2B and B2C customers.

THE PROJECT

Performance-focused rebuild

The old setup was heavy and inefficient. We replaced it with a lean theme that significantly improved site speed and checkout usability. Product presentation was restructured with custom collection displays and quick-buy options, making it easier for customers to explore and purchase directly from collection pages. This foundation ensures a more stable and future-proof performance.

Smarter shopping experience

For a fashion brand like No Excess, presentation matters. That’s why we implemented visual merchandising tools like Shop the Look and custom image grids to highlight the brand’s collections. Color swatches and upsell functionality made the journey more intuitive and commercially effective, while bundles increased the average order value. This streamlined user experience directly supports both brand storytelling and conversion goals.

Ready for B2C growth

While B2B remains a strong focus, No Excess now has the right digital foundation to grow its B2C market share. The new Shopify setup strikes a balance between performance and flexibility, enabling the brand to efficiently serve wholesale partners while providing end customers with a smooth, modern shopping experience. With scalability built into its structure, No Excess is now positioned to expand more quickly and effectively.