Herschel's Shopify and headless CMS stack spanned four global storefronts. Powerful, but costly to maintain and hard to resource and evolve the experience. iamota built a single unified theme on the iamota Theme Foundation, deployed across herschel.com, .ca, .eu, and .co.uk. The new architecture lowers TCO, broadens the developer ecosystem, and gives Herschel's content team full control to build pages and run campaigns without writing a line of code.
iamota translated Herschel's brand direction developed by Glasfurd and Walker into a digital design system built for storytelling at scale. Every template reflects the evolved aesthetic: lifestyle-forward collection pages, two PDP templates for Bags and Luggage and Apparel and Accessories, and a section library that scales across markets. The redesign tackled UX friction with cleaner navigation, smarter recommendations, and a mobile-first WCAG 2.1 AA build.
Herschel serves a wide range of shoppers, from parents buying back-to-school packs to students, travelers, and sports enthusiasts. iamota rebuilt product discovery with cleaner navigation, a refined filter taxonomy developed with Herschel, and recommendations tailored by category. Algolia powers predictive search and multi-select filtering, replacing legacy catch-all filters with a structure that maps to how customers shop.
