Start with the adventure
Activity-led discovery connects hiking, climbing, camping, trail running and everyday outdoor life to the relevant clothing, footwear and equipment.
Custom e-commerceOutdoor retail
OUTstore
Built for the outdoors.
Refined for every screen.
A complete e-commerce rebuild that brings a deep outdoor catalogue, confident shopping and everyday store operations into one considered experience.
01 / The rebuildAn established store.
An established store.
A more capable next chapter.
We rebuilt OUTstore as a custom e-commerce platform, not just a new storefront. The scope brought the customer experience and the work behind the shop together, while carrying forward its established catalogue and customer history.
The design gives outdoor products room to be seen. Clear typography, distinctive orange accents and a consistent visual rhythm connect the homepage, product discovery and checkout without losing the character of the brand.
- Sector
- Outdoor clothing, footwear & equipment
- Our role
- Experience, design & custom development
- Project focus
- Discovery, performance & sales readiness
02 / Product discoveryThe right gear should
The right gear should
be easier to find.
A large range is valuable only when people can navigate it. We built different ways into the catalogue around how outdoor customers actually shop.
Find the right fit
Search and a unified filter drawer bring brands, sizes, colours, price, availability and offers together. Selected filters stay visible and travel with the page link.
Choose with confidence
Clear product galleries, size and colour choices, variation availability and consistent pricing keep the important buying details close to the product.
Make the next visit easier
Wishlists, customer accounts, saved addresses and order history give returning shoppers useful continuity, not another journey from the beginning.
03 / Mobile & performanceA smaller screen.
A smaller screen.
The complete shop.
The mobile experience keeps search, filters, product choices and the cart within reach. It follows the same shopping logic as desktop, with layouts and controls shaped for touch.
Optimized images, selective media loading and responsive page structures support speed without stripping away the product photography that makes an outdoor store worth exploring.
Performance with a purposeRoom for the product.
Clarity around the decision.
Photography, availability and size choices come together before the next step.
04 / Everyday operationsBetter for the shopper.
Better for the shopper.
Practical for the team.
A good shop needs more than a polished front. The connected management experience helps the OUTstore team keep products, orders and content moving.
Catalogue & stock
Products, variations, brands, categories, prices and availability in one management environment.
Orders & communication
New-order notifications, practical status updates, shipping information and customer emails.
Offers & merchandising
Coupons, scheduled offers, new arrivals and homepage selections that the team can keep relevant.
Content & oversight
Store content, editorial articles and commercial reporting alongside everyday shop management.
05 / Commercial valueBuilt to support
Built to support
the next stage of growth.
The commercial work is in the details: helping people find a relevant product, feel ready to buy and return with less effort.
More relevant discovery
Activities, brands and precise filters give a deep catalogue more ways to be found, without asking shoppers to browse everything.
Less purchase friction
Clear variations, a convenient cart and a focused checkout reduce unnecessary steps between choosing the right product and ordering.
A store that can keep improving
Flexible merchandising and connected operations give the team room to test offers, refresh content and support repeat purchases.
Search continuity, not a blank start.
Meaningful product links, redirects and the established catalogue were considered throughout the rebuild. Clear categories, canonical metadata, structured product information and sitemaps give search engines and answer systems useful context.
- Product and category pages with clear context
- Preserved paths into the established catalogue
- Useful editorial content alongside the shop
- Consent-aware measurement to inform improvements
Delivery benchmark
A 99 target across the essentials
We build toward this benchmark and verify each launch separately. Results can vary by page, device, network and test conditions.
99
Performance
Target
99
Accessibility
Target
99
Best Practices
Target
99
SEO
Target
The project, explained
A closer look at OUTstore
What did LineWeb build for OUTstore?
Andrew Matia and LineWeb rebuilt OUTstore as a custom e-commerce platform for outdoor clothing, footwear and equipment. The work connects a new responsive storefront, activity and brand discovery, detailed product filtering, customer accounts, wishlists, checkout and protected store management.
What makes the OUTstore shopping experience different?
Shoppers can begin with an outdoor activity, product category or brand, then narrow the range by size, colour, price, availability and offers. Product variations, a convenient cart, saved addresses and order history support both first-time and returning customers on mobile and desktop.
How does the rebuild support sales growth?
The platform supports growth through relevant product discovery, clearer buying information, less checkout friction, repeat-customer features and flexible offers. These are commercial capabilities, not a claim of a measured revenue increase or a guaranteed conversion result.
How were speed and search visibility considered?
The rebuild uses optimized image delivery, responsive layouts and selective media loading alongside structured product and category information. Meaningful existing product links, redirects, canonical metadata and sitemaps support continuity for customers and search engines. Clear content and structured data also help machine understanding without guaranteeing rankings or AI citations.
What can the OUTstore team manage?
The protected management environment brings together the catalogue, variations, stock, orders, coupons, scheduled offers, homepage content and articles. Order updates, shipping information and customer communication support the everyday work behind the storefront.
Andrew Matia / LineWebYour next chapter starts
Your next chapter starts
with a conversation.
Tell us where your store is today, what slows it down and where you want to take it. We will help you work out what is worth changing.
Discuss your store Back to our work