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Hush
Founded in London with an Aussie spirit, hush has built a loyal following through quality-led design and a clear point of view, clothing that feels as good as it looks, worn again and again.
Partners
- Centra
Released
Challenge
The brand had been running on Salesforce Commerce Cloud, but the cost and complexity of maintaining the platform no longer made sense for where the business was heading. Licensing was eating into budget that could be better spent elsewhere, and the team lacked the flexibility they needed to move quickly. The goal was to find a more agile, cost-effective foundation without the disruption of a full redesign.
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Our Approach
We worked in close collaboration with Hush's in-house design and technology teams, operating as an extension of their team throughout the project. Rather than starting from scratch, we focused on evolving what was already working - refining the design language, improving documentation, and bringing structure to the new platform. Our Centra accelerator provided an optimised build path, keeping the project on track and reducing unnecessary complexity.
The Result
The move from SFCC delivered meaningful reductions in total cost of ownership, while the new headless frontend and modern CMS gave the hush team a far more flexible platform to work from. Features that weren't possible on the old stack are now live, and the team has a well-organised, well-documented foundation to iterate from, without the overhead that was holding them back.
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The migration was an opportunity to act on what the data had been highliting. CRO analysis of the existing site had identified clear friction points in the shopping journey, and the new platform gave the team the freedom to address them properly for the first time.
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The new platform gave the team the freedom to focus on what matters most, a shopping experience that gets out of the way and lets customers find and buy with confidence.
Every core journey was reviewed and refined, removing the friction points that the old platform had made difficult to address, and replacing them with interactions that feel intuitive, fast and considered.
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Alongside the technical overhaul, the project was an opportunity to refresh and document the design language.
Rather than a wholesale redesign, the focus was on subtle, deliberate refinements, a warmer palette, softer typographic choices, and a visual tone that better reflects the brand's relaxed, effortless character. The result feels unmistakably Hush: understated, considered, and confident.
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