- — Client
- Ertho
- — Industry
- Fashion E-commerce
- — Timeline
- 8 weeks build + ongoing
- — Team
- 2 engineers, 1 designer
- — Year
- 2023
What we made for Ertho.
A life carried with intention.
Quiet luxury, properly priced.
The homepage and the Field Jacket, with the pieces a buyer touches: the price, the fabric, worldwide shipping, seven-day returns.
Field Jacket · Cashmere Blend
QAR 2,800
Desert Sand Beige
Fabric
Cashmere blend · Technical
New collection, coats and jackets.
Two collections on the same card: name, fabric, colour, price. Filters for category, availability and price.
The homepage, top to bottom.
The winter collection, the collection list, winter essentials, latest arrivals, the newsletter.
On a phone.
Home, the new collection and the Field Jacket on an iPhone.
The parts a buyer touches.
Rebuilt from the live store in Cormorant: the product card, the burgundy button, and the rows.
Cashmere blend
Field Jacket
QAR 2,800.00
Colour
Desert Sand Beige
Fabric
Cashmere blend
Shipping
Worldwide
Every product page answers
- Size guide−
- Shipping & returns+
- Care+
International shipping configured from launch, seven-day returns, guest checkout and a wishlist for considered purchases.
Buttons
Display
Cormorant
Garamond
Headings, names, prices
Text
Cormorant
Small caps · wide tracking
And the rest.
- Burgundy#783940
- Bone#F7F5F2
- Sand#D0C6BD
- Ink#1C1A19
The Ertho case study, in five lines.
- 01A Shopify store for a Doha luxury menswear label, launched on schedule by brainiac/studio.
- 02Field jackets, blousons and knitwear in cashmere blend and technical fabric, priced in QAR, shipped worldwide.
- 03Size guide, wishlist, guest checkout and international shipping configured from launch.
- 04Brand identity refined for digital and documented as guidelines.
- 05First orders on launch day; the studio remains the support and maintenance team.
What Ertho needed.
Ertho arrived as a pre-launch brand — identity in hand, products photographed, physical store ready — but without the digital storefront to take the brand global. The timeline was fixed, the brief was demanding, and the execution had to match the premium positioning of the brand.
A luxury menswear label launching internationally needed more than a working Shopify store. The digital experience had to earn its place alongside the in-store experience — clean, fast, and globally ready from day one.
- Shopify Development
- Brand Identity Refinement
- SEO Foundation
- Shopify
- Liquid
- JavaScript
- HTML5
How we built it for Ertho.
- 01
Brand Identity Refinement
Ertho arrived with a complete brand identity already in place. We identified where it could be sharpened for digital application, refined the logo, and documented a full brand guidelines system for ongoing reference.
- 02
Shopify Build
Custom theme built on Shopify with a luxury-grade UI — clean product detail pages, integrated size guide, wishlist, guest checkout, international shipping configuration, and mobile-first performance throughout.
- 03
SEO Foundation
A new brand has no organic footprint. We gave Ertho one from launch day — technical SEO, on-page optimisation across all pages, structured data, sitemap, and Google Search Console connected before the first visitor arrived.
What Ertho launched with.
“They understood what Ertho needed to be from the very first conversation. They didn't just build a store — they built the foundation our brand stands on.”
What people ask about this build.
- Was the store built for Qatar only or for international customers?
- International from day one. Shipping zones, duties and currency display were configured for customers outside Qatar at launch, with seven-day returns stated on every product page.
- What did brand identity refinement involve?
- Ertho arrived with a logo, colours and typography. We sharpened them for screens — spacing, contrast, the mark at small sizes — and documented the system so every later page and campaign uses it the same way.
- Can brainiac/studio launch a fashion label's store in Qatar?
- Yes. Ertho, Stride, Tone Lifestyle and All Daye are Qatari apparel stores we built on Shopify. Start with the Shopify development page or send us the brief over WhatsApp.
Tools we used.
- Shopify
- Liquid
- JavaScript
- HTML5
- CSS3
- Shopify SEO
- Google Search Console
Working on something similar?
Tell us what you’re building. We’ll share the patterns we’d use.