Projects/Relaunching an iconic brand with an integrated B2B and B2C strategy on Shopify

Relaunching an iconic brand with an integrated B2B and B2C strategy on Shopify

Context

Reinventing the online shopping experience for a cult brand

Founded in 1988, Hors La Loi made its mark in the 90s with bold styling, effortless comfort, and its iconic masked bandit. From forest trails to city streets, the Bandit jacket quickly became a staple. Today, the brand returns with that same rebellious, homegrown spirit, ready to reclaim its place. The timing is right: vintage fashion and the modern cowboy aesthetic are trending, driven by a search for authenticity and a desire for connection. Two key markets stand out. First, Québec, loyal to local brands and highly attuned to transparency. Then, Western Canada, defined by a pioneer mindset, bold fashion tastes, and strong buying power. With a memorable name, a bilingual storytelling platform rooted in freedom, and a strong eCommerce strategy, Hors La Loi is poised to turn attention into traction.

Project highlights

Project highlights

+23K

visitors on the website in the first month after launch

4

overall ROAS

+1.36%

conversion rate

“The Novatize team was excited to dive into our project! Their structured approach, budget discipline, and the expertise of their specialists made the collaboration both seamless and engaging. From start to finish, we consistently received clear and insightful answers to all our questions.”

Vanessa Moreau

Director of eCommerce

Hors La Loi

Mandate

Migration to Shopify Plus and eCommerce Relaunch

Hors La Loi partnered with Novatize to launch an eCommerce platform integrating both B2C and B2B, designed to deliver a seamless, fast, and brand-aligned shopping experience, anytime, anywhere, on any device. By centralizing its sales portals, the platform simplifies navigation while offering features tailored to the specific needs of each audience. Beyond the website, Novatize played a key role in the brand’s digital relaunch, combining strategic vision with eCommerce performance. The objective was to create true synergy between the revival of an iconic brand and the efficiency of its digital ecosystem, by integrating marketing tools adapted to every sales and advertising channel. This translated into a fully optimized advertising structure covering the entire sales funnel, with messaging crafted for each stage of the user journey. It also included the development of a CRM strategy through Klaviyo, featuring advanced segmentation and personalized automation flows. Lastly, robust measurement tools, KPIs, EQPIs, and an attribution model, were implemented to help Hors La Loi maximize digital performance and make data-driven decisions to support long-term growth.

Objectives

Omnichannel Relaunch and Unified B2C/B2B Experience

The goal is to develop a high-performance, intuitive eCommerce platform that meets the needs of both B2C and B2B audiences, while staying true to Hors La Loi’s distinctive brand identity. The experience is designed to be seamless, immersive, and fully optimized for mobile. More than just a relaunch, this project is part of a long-term growth vision, as to expand brand awareness across new audiences nationwide, drive strong conversion rates through an optimized online journey, and implement retention strategies that build an engaged community, one that delivers real, measurable results. These foundations empower Hors La Loi to strengthen its local footprint while paving the way for gradual expansion into new markets.

Results

Hors La Loi: A Renewed Identity, A Unified Customer Experience

This launch marks the true rebirth of Hors La Loi, anchored in a strong, cohesive identity that unfolds at every stage of the user journey, from revival campaigns tailored to the modern cowboy, to a seamless online experience and a simplified purchase flow. The new unified B2B and B2C platform ensures smooth navigation across all devices, enhances brand credibility, and drives digital performance through a thoughtful strategy, from development to brand discoverability on search engines. More than just a user experience, this relaunch is powered by modern, bilingual storytelling that resonates with both 90s nostalgics and a new generation of consumers. Digital media and advertising strategies, combined with a structured, automated CRM, support both customer acquisition and retention. The dedicated sales portal for B2B resellers and distributors features key capabilities tailored to their needs, such as multi-product selection, user management, credit line handling, and more.

Have questions or want to work with our experts?

Explore more high-impact collaborations

With customized strategies and a personalized approach, we support B2B and B2C clients in optimizing their eCommerce operations. From acquisition to retention, we deploy effective solutions that fuel growth and ensure long-term success.

View our projects