Branded eCommerce
Shop Usability Award Shop Usability Award

A shop that combines quality, luxury and personality.

What we did
Consumer Insights
Branded UX Concept
Digital Brand Identity
Design Vision
Concept Production
Design Production


The fashion house HALLHUBER GmbH was founded in 1977 in Munich. HALLHUBER offers fashion for sophisticated, modern women. With almost 380 stores and sales areas in Germany, Austria, Switzerland, Benelux, Poland, Great Britain and Ireland HALLHUBER is a inherent part of every pedestrian zone. In the fiscal year of 2018/2019 their volume of sales added up to 197,5 Mio. Euros. To embody this presence and power online, the brand contacted us to build their new digital flagship store together. With a clear focus on the extension of the brand and the versatile product range but at the same time to improve conversion and click rates.


The new should be the first logical visit for every fashion affine woman. A platform where styling ideas, product information, curated editorial content as well as the personality of the brand is closely related to the product itself. Embodying content commerce was our approach here. Storytelling is a huge part of the product, so the product comes to life through detailed information in a cultural context. Editorial content, image campaigns as well as product stories are so well connected, that the customer gets lost in what she loves the most – fashion.

A new, digital store window.

When visiting the user is entering a whole new, editorial-esque world displaying new HALLHUBER fashion campaigns and new products sorted by category, occasion or season. With big images and bold statements the products are the focus of the new home, combined with lots of exclusively created content.

"The shop impresses with its strong visual language, high performance and perfect usability. The shop is extremely simple and extremely clever in the details - that is fun and also convinced the jury. The Shop Usability Award in the particularly competitive “Fashion” category therefore goes to Hallhuber this year."

– Shop Usability Award 2020 "Best fashion shop"

More than just a jumpsuit.

To use the full potential of the product detail page we chose large product images combined with a clear buybox and beneficial product information. To build a world around the product the customer gets recommendations on how to style or combine the product as well as editorial content.

Mobile first.

With mobile users on the rise our mobile first approach was inevitable. We made sure that the HALLHUBER brand and content had the exact brilliant stage as on the big screen. We included bold product pictures and campaign images in the main menu to guide the user, but also to give inspirational content while browsing the product categories. The sticky menu on the product detail page gives users the opportunity to scroll through the details including editorial content and still be able to select a size and add the product to their shopping bag.

Shop the look.

HALLHUBER offers a seasonal day to night wardrobe with endless possibilities. But with a wide range of goods customers need some guidance on how to combine and style products, make them proper outfits. The “shop the look” section presents full outfit ideas to shop a variety of products together, but also helps to get inspired.