DripModa is a growing multi-brand athleisure retailer bringing together performance, lifestyle and leading sportswear brands such as Under Armour, Saucony and Berghaus. Operating on Shopify, the brand has been expanding across categories and European markets while building a strong reputation for premium sportswear and lifestyle apparel.
As the business scaled, the website accumulated significant technical complexity. Over time, the store had grown to include more than 52 installed apps, redundant tracking scripts and heavy product pages, resulting in poor performance scores (24–40) and a fragmented experience.
At the same time, product sets (bundles) had become a core commercial driver for DripModa. However, the existing bundle architecture created operational, UX and reporting challenges particularly around size filtering, analytics accuracy, inventory logic and fulfilment workflows.
WIRO was engaged to restructure the bundle system, simplify the technology stack, improve performance and build a scalable foundation that could support DripModa’s next stage of growth.
DripModa wanted to transform their website into a high-performing sales engine capable of supporting rapid product and brand expansion.
Key objectives included:
Alongside the commercial objectives, the brand aimed to create a more scalable operational setup by:
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Years of incremental changes had created a heavy and inefficient architecture.
The store included:
This significantly impacted:
DripModa’s existing bundle system relied on variant-based bundles, which created multiple issues.
The system:
The business required bundles that could:
The existing product discovery experience lacked structure.
Issues included:
This made it difficult for customers to discover curated outfits and lifestyle combinations, a key commercial opportunity for the brand.
The store also suffered from heavy app duplication.
Examples included:
The result was unnecessary cost, slower performance and greater operational complexity.
WIRO approached the project as a technical restructuring and UX optimisation initiative, rather than a simple redesign.
The focus was on creating a scalable Shopify architecture capable of supporting bundles, automation and future growth.
The first step was simplifying the technology stack.
WIRO:
This significantly cleaned up the architecture, reduced page weight and lowered operational costs.
WIRO re-engineered DripModa’s bundle system using Bundly, shifting from variant-based bundles to virtual container bundles.
This approach enabled:
One of the biggest challenges was enabling native size filtering for bundle products.
WIRO developed a custom automation using Shopify Flow.
The system:
This eliminated the need for fragile JavaScript filtering hacks and created a stable, scalable filtering architecture.
WIRO implemented a reusable metaobject-based size guide system.
This allowed:
The result was a native, maintainable and future-proof sizing system.
Performance improvements were implemented across the entire storefront architecture.
Key optimisations included:
These improvements were designed to significantly improve Core Web Vitals, reduce bounce rate and increase conversions.
Finally, WIRO implemented a long-term development framework designed to support ongoing growth.
This included:
The goal was to ensure DripModa’s platform was not just ready for launch, but ready for scale.
The project delivered measurable improvements across performance, scalability and operational efficiency.
Key outcomes included:
DripModa now operates on a more scalable, performant Shopify architecture, enabling the brand to confidently expand its product sets, partner brands and European market presence.
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