Stylerunner — Evolving Activewear E-Commerce

Summary

Key parts of the role

E-Commerce Strategy | Digital Product Strategy | Brand Development | Information Architecture | User Experience Design | Responsive Web Design | Mobile-First Design | Conversion Rate Optimisation | Single Page Checkout | Campaign Strategy | Social Commerce | API Integrations | Cloud Infrastructure | CDN Performance Optimisation | ERP Integration | Xero Integration | Multi-Brand Retail | UX/UI Design | Frontend Development | HTML5 Development | Cross-Device Testing | Digital Marketing Strategy | Social Media Strategy | Performance Optimisation | Fashion E-Commerce | Customer Journey Mapping | Agile Project Management | Remote Team Management | SEO Strategy

Overview

Stylerunner engaged me to help realise their vision for a premium, fast-moving activewear e-commerce brand. With only one competitor in the market at the time (Lorna Jane, targeting a very different demographic), we built a platform that gave savvy shoppers instant access to the hottest activewear, backed by a seamless checkout and rock-solid backend. Stylerunner quickly became a market leader, generating hundreds of thousands in monthly sales and cultivating a massive social following.

My Role

  • Digital strategy and concept development from the ground up.
  • Information architecture (IA) and UX design tailored for fashion e-commerce.
  • eCommerce platform design and development using the 1Store framework.
  • Integration of Xero Accounting, later migrating to NetSuite ERP.
  • Campaign strategy, social media consultation, and ongoing e-commerce optimisation.
  • Managed developer teams and production across time zones.

    • The Challenge

    The founders wanted to launch quickly into a largely untapped premium activewear segment. The site needed to:

    • Showcase multiple brands while maintaining a premium aesthetic.
    • Offer a single-page checkout for rapid transactions.
    • Be responsive across desktop, tablet, and mobile — at a time when few retail sites were.
    • Handle spikes in traffic from large social campaigns without downtime.

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    The Solution

    We designed and built Stylerunner’s site on the 1Store e-commerce framework with:

    • Responsive design: One of the first in the sector to deliver a completely responsive shopping experience, plus a dedicated HTML5 mobile version.
    • Performance architecture: CDN (Cloudflare), three front-end servers, media server, and database cluster for high availability.
    • API-driven integrations: Real-time order management with multiple shipping options, Xero integration, and later NetSuite ERP.
    • Optimised checkout: Single-page checkout to reduce cart abandonment.
    • Ongoing optimisation: Monthly campaigns, social promotions, and continuous UX improvements.

    ‍

    The Result

    • Average monthly revenue: $450K–$500K within two years of launch.
    • Social following grew to 260K+ Instagram followers.
    • Single social media posts generated $30K+ in sales.
    • Maintained an average e-commerce conversion rate of 2% (above industry average for multi-brand).
    • Established Stylerunner as the premium activewear destination in Australia.

    Quote

    "Thanks Craig and Claire for all your hard work, the late nights have certainly been worth it — we can’t thank you enough."— Sali Stevanja, Co-Founder

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