Oathgin
The story of passion and authenticity of Valtteri Bottas & Tiffany Cromwell
Areas
Brief
Replatforming from WordPress to Shopify
Oathgin is a premium gin founded by Valtteri Bottas, Formula 1 driver, and Tiffany Cromwell, Olympic cycling champion, two elite athletes who turned their obsession with performance into a bottle. A brand born with an international vocation from day one, with active markets in Australia and Europe and a strong identity to protect across every channel. When Oathgin decided to leave WordPress for a more solid infrastructure, the goal was clear: an ecommerce able to sustain the brand's ambitions, with no compromises on design or operations.
The Challenge
Two markets, one identity
Oathgin's complexity wasn't only technical, it was structural. The brand operates across two geographically and legally distinct markets: Australia and Europe, with separate 3PLs, dedicated bank accounts and independent legal entities.
Each market has its own operational flows, its own logistics, its own compliance. Managing all of this on WordPress meant constantly chasing problems instead of focusing on growth.
The most natural choice would have been Shopify Plus, whose Shopify Expansion Stores feature would have simplified the entire architecture.
But the constraints at the time made that path unfeasible.
The Solution
An architecture built to separate without dividing
The solution we implemented was a dual-store infrastructure on Shopify Advanced: two completely independent stores, one for the Australian market and one for the European market, each with its own 3PL, its own ERP, and its own administrative and legal management.
Geolocation and automatic market detection
To ensure a smooth, frictionless user experience, we implemented a custom geolocation system that automatically detects the visitor's market of origin and shows the redirect banner only when needed, avoiding unnecessary interruptions for those already in the right store.
Separate 3PL and ERP integrations
Each store was connected to its own operational stack: dedicated third-party logistics and management systems. Orders, inventory and invoicing flows stay perfectly separate, ensuring full autonomy for each legal entity.
Custom theme and CRO
We fully redesigned the interface following a Conversion Rate Optimization analysis, identifying the friction areas of the previous site.
The new Shopify theme was developed from scratch, with custom features that reflect the brand's positioning and guide the user toward conversion more effectively.
Full data migration from WordPress
The replatform included the full migration of products, customers and order history from the two WordPress sites to the new Shopify stores. No data lost, no operational discontinuity: every record mapped and imported with precision.