Via Roma 261
A brand identity translated into a complete digital presence. Via Roma 261 had already built a strong reputation in Palermo, with 47K Instagram followers, a loyal clientele and a carefully curated menswear selection. But the online store didn’t reflect any of it. Built on a default Shopify template, it lacked the identity and visual hierarchy of the physical boutique. We redesigned the site from the ground up, bringing the brand’s character, style and in-store experience into a more cohesive digital presence.
Client
Via Roma 261
Year
2026
Services
Web Design, E-commerce
Via Roma 261 is a high-end menswear boutique on one of Palermo’s most iconic streets. With a carefully curated selection, a loyal customer base and 47K Instagram followers, the boutique had already built a strong presence offline and on social media.
The problem was the online store. It was still running on a default Shopify template with little visual identity, eighteen collections with no clear hierarchy, and a first impression that didn’t reflect what the boutique had built in real life.
Work completed
- Fully redesigned the existing Shopify store, replacing the generic template with an online experience that reflects the Via Roma 261 brand
- Simplified the menu and navigation to make browsing easier and more intuitive
- Introduced a new color palette and typography — navy, gold and cream — used consistently across the website and brand
- Created an online experience that feels connected to the physical store, making the website a natural extension of the boutique
- Kept all 18 existing collections intact, with no disruption to the team’s day-to-day workflow
- Created new contact and location pages to support both online enquiries and customers visiting the store
Our approach
The team already knew Shopify well. Managing products, collections and daily updates was never the issue. Moving to a completely new platform would have meant months of retraining without offering any real benefit.
So we kept Shopify as the backbone and focused on what actually needed to change: how the website looked, felt and represented the brand.
The team could continue working exactly as before. Customers, on the other hand, were now presented with a Shopify store that finally matched the quality and identity of the boutique.
SEO was another major gap. The existing website had never been properly optimized for search — not a single page. We rebuilt the SEO foundation from scratch, optimizing every page and collection to give the site a stronger presence in search results.
Results
- +127% sessions in the weeks following launch
- +48% total sales, with orders up 62%
- +58% search impressions in the first 3 months, with the average ranking position improving from 7.2 to 6.2
- 47K Instagram followers now connected directly to the website
Live project
Let's talk about your project.
Tell us a bit about what you're building and we'll get back to you within one business day. No obligation, no sales pitch, just a conversation.