Scaling Brands Beautifully

CTRNE Lifts Conversion 20% With a Full Horizon Rebuild

2026DTCUK, US, GCCFootwearMenswear, Womenswear

Key Results

CTRNE, the UK wellness footwear brand founded by Tommy Fordham, sells a sneaker no one else can make: ethically sourced, NGTC-certified citrine embedded in every sole. Fabrik redesigned and rebuilt the entire website on Shopify's latest Horizon theme architecture, repositioning the brand footwear first with wellness wired in, and putting clear, per product sizing information at the heart of every product page. The early data since launch shows lift at every stage of the funnel: adds to cart up 47%, completed checkout up 30%, and overall conversion rate up 20%. This is how we did it.

+47%

Added to cart after the relaunch

+11%

Reached checkout

+30%

Completed checkout

+20%

Overall conversion rate

Before relaunch (indexed to 100)
After relaunch

Funnel performance before vs after the relaunch
Funnel stage	Before relaunch (indexed to 100)	After relaunch
Added to cart	100%	147%
Reached checkout	100%	111%
Completed checkout	100%	130%
Conversion rate	100%	120%

How We Did It

CTRNE had a one of one product wrapped in a patchwork of accumulated messaging. Fabrik rebuilt the entire experience from the ground up:

Redesigned and rebuilt the full website on Shopify's latest Horizon theme architecture, built as reusable sections and blocks so new pages and campaigns slot in without redesigning anything.
Repositioned the brand footwear first, with wellness wired in: the trainer leads on design, silhouette and craft, and the citrine merchant's stone story is layered through the journey so it educates without preaching.
Put correct, per product sizing information front and centre: visible on every product page and easy to understand, so the single biggest source of hesitation and returns in footwear was removed from the purchase decision.
Rebuilt product pages around decision making, with complete materials, fit and craft information positioned for the right audience, and rebuilt navigation, filtering and search so finding the right style and size takes seconds.
Early result: every stage of the funnel lifted. Adds to cart up 47%, reached checkout up 11%, completed checkout up 30%, and overall conversion rate up 20%.

Services: Shopify Plus, Shopify