S.OLIVER

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REDESIGN GLOBAL ONLINE STORE & APP

Reimagining a digital flagship store for S.Oliver
s.Oliver partnered with Machinas to redesign their entire online shop, from strategy and content to UX/UI design and development. The goal was to create a digital flagship experience that reflects s.Oliver’s authentic brand values, strengthens emotional connection with customers, and enhances usability to drive higher engagement across devices.
Present meets past
Machinas has been collaborating with Esprit since their on-line store launched in the year 2000. For this time, we’ve been asked to create the whole user journey and visual design for the Rest&Recreation capsule which is inspired on Esprit’s original archives from 1980s and 90s. The collection focuses on promoting the return of Esprit being original & classic and at the same time cool, attracting younger customer groups. Based on the original logo play of the brand, the collection includes colourful items from Esprit’s rainbow-coloured logo and winks to the 80’s newtro feel.
Client
s.Oliver
Project
Online Store Redesign
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THE CHALLENGE

While the brand is recognized and trusted, its digital presence felt outdated and lacked emotional depth. The challenge was to transform the e-shop into a modern, experience-driven platform that strengthens brand identity, enhances usability, and brings togetherness, community, and authenticity to life through storytelling and design.

THE SOLUTION

Machinas developed a new digital brand identity and UX/UI framework to position s.Oliver’s e-shop as a destination for connection, style, and inspiration.

We crafted an E-Branding and content concept grounded in storytelling and community, creating flexible content modules that empower s.Oliver’s team to tell authentic stories at scale.

Our UX/UI design brought a modern visual architecture and improved usability across all key touchpoints, from navigation and homepage to product pages and checkout.

Finally, our development team implemented reusable and scalable UI components and content structures ensuring flexibility, consistency, and long-term maintainability.

THE IMPACT

The redesigned s.Oliver online store represents a major step toward the brand’s digital transformation.

The new design establishes a clear, emotionally engaging identity that celebrates community while offering a smoother, more intuitive shopping experience.

Thanks to modular content and optimized UX, s.Oliver can now manage digital storytelling with ease leading to higher engagement, improved consistency across channels, and stronger customer connections.
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