CASE STUDY

Olivia & Kate x Flatline Agency

Olivia & Kate began as a boutique in Haarlem, built around community, self-expression, and a love for fashion. As the brand evolved into a fast-growing online destination with weekly new arrivals, the demands on their digital ecosystem increased just as fast.

Rapid growth brought new challenges. From operational pressure to conversion performance and scalability, the existing setup no longer matched the brand’s ambition. Flatline partnered with Olivia & Kate to professionalise their eCommerce foundation, streamline operations, and create a performance-driven roadmap built for long-term growth.

INTRODUCTION

Olivia & Kate - When growth starts to move faster than your systems

ECOMMERCE MARKETING WEBSITE

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What happens when a fashion brand outgrows its setup

The challenge was clear: growth was moving fast, systems were not

How do you support rapid growth without turning your eCommerce setup into a patchwork of tools, manual work, and rising costs?

Olivia & Kate needed an eCommerce foundation that could handle speed and volume, while keeping marketing, CRO, and data tightly connected. No overengineering. No unnecessary complexity. Just systems that support decision-making and conversion.

Flatline approached this by designing a system-first eCommerce setup

Instead of building custom solutions per collection or channel, we focused on a shared foundation that supports speed, flexibility, and long-term growth.

The result is an eCommerce setup that allows teams to launch faster, optimise continuously, and scale without adding operational complexity.

THE PROJECT

Digital analysis & growth roadmap

We started with a full digital analysis to identify where performance, conversion, and operational efficiency could be improved.

Based on these insights, Flatline created a clear roadmap outlining the highest-impact steps for the coming months, turning growth ambitions into an actionable plan.

Scalable eCommerce foundation

Flatline restructured the eCommerce setup to support speed and scale. The new architecture provides stability for high-traffic moments, reduces technical friction, and creates a reliable base for ongoing optimisation as the brand continues to grow.

UX, conversion & AOV optimisation

We redesigned key parts of the customer journey with a focus on conversion and average order value. From navigation to product presentation, every decision was made to support faster decision-making, clearer product discovery, and higher basket value, without compromising brand identity.

Automation & operational flow

Key workflows were automated to reduce manual work across the team. Inventory, data flows, and fulfilment processes were streamlined, allowing Olivia & Kate to handle weekly product drops more efficiently while maintaining control and oversight.

Continuous CRO & performance cycles

With the foundation in place, we moved into performance mode. Flatline implemented ongoing CRO cycles including A/B testing, performance checks, and optimisation sprints. This ensures the platform continues to improve as customer behaviour and collections evolve.