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Curated Kink

For years, Bordelle created a very high end, luxury brand, lauded by customers, celebrities and design houses worldwide for its exceptional quality and beauty.

Founded by designer and Managing Director, Alexandra Popa, and created from its London studio, Bordelle’s ‘curated kink’ line of lingerie ‘blurs the lines between seduction and ready-to-wear’.

Seen on the catwalks of Paris, on Madonna, and in the Victoria & Albert Museum, Bordelle wanted an eCommerce website to ensure that customers understood that the brand was a landmark in fashion, with content that reflected the craftsmanship in each individual article.

Bringing the Brand Online

Bordelle had a strong foundation for a new front end with its Shopify platform. With eCommerce moving at such a pace, particularly in relation to the shift of consumers shopping from desktop to mobile devices, the brand needed to stay ahead of the curve to reinforce the brand experience.

Bordelle website homepage

As well as boosting SEO rankings, Bordelle wanted to boost overall traffic to the site, particularly in line with a re-focus on its brand, its audiences and buyer personas, which include the premium gifting market.

Key Results

A website that exploits Bordelle’s most valuable assets to deliver a consistent, high end, premium experience.


Increase in sales


Increase in time spent on critical pages


Increase in unique users

London web design London web design

Product detail at your Fingertips

Bordelle wanted to retain control of adding its ‘curated kink’ lines to the site, which change with the fashion seasons, twice a year. It needed to be able to constantly re-invent the website’s content, to excite the audience and create a desire for the latest designs.

Unconventional, Effective

By exposing parts of the business Bordelle didn’t realise were assets we delivered a re-invented brand experience.

Under the Skin

Our close collaboration with Bordelle’s marketing team, included multiple visits to the design studio and atelier to better understand the customer experience. With rich red carpets, leather seats, patterns cut out and on display, alongside huge inspiration walls, we believed this captivating atmosphere should be reflected on Bordelle’s online offering.

Our unconventional approach meant asking questions that Bordelle had not already thought about, and exposing parts of the business they didn’t realise were assets. From this, we quickly realised that we wanted to exploit Bordelle’s biggest asset – its striking imagery.

219% Sales Increase

Since going live with our new design and strategy, Bordelle have experienced a 219% sales increase per month.


We know that our audience consumes content on the sofa at home, on the bus to work and at their desk. They use a range of devices, and expect an experience which is easy. Responsive design isn't optional. To allow consumption of content, and brand engagement your design must be perfectly across all devices.

Bordelle product page
London web design
Bordelle product page
London web design

A very happy client.

“Conversion rates have soared since the launch of the new design, and we are now seeing revenues up 219% per month since we went live. One of the biggest and most positive changes was the overall synergy between the way we present our brand at our atelier and studio, and online. Previously, the look and feel did not align with our customer experience, but today it is a true extension of our brand ethos.”

Alexandra Popa
Managing Director

Our long-standing client relationships are testament to Alchemy Digital’s continued reputation among some of the world’s best known brands – we stick to our word, and we give you honest advice.