City Perfume is one of Australia’s leading destinations for fragrance lovers and beauty connoisseurs. Since 2002, the brand has expanded from a single retail location into a nationwide presence, offering a great shopping experience both in-store and online. With a focus on premium, niche, and designer fragrances, alongside luxury cosmetics and skincare, City Perfume blends product authenticity with expert guidance and personalised service.
The brief
City Perfume approached us for a full ecommerce website redesign. Their existing site, built on a proprietary platform, was looking dated and customers were expecting a similar premium appearance when compared to their physical stores. While we explored the possibility of migrating to a different ecommerce solution, we collectively agreed to retain the current platform to avoid operational disruption and ensure a smoother transition.
The challenge
While their physical stores delivered a premium, personalised experience, the online journey felt dated, cluttered, and difficult to navigate. The challenge? Redesign a large-scale ecommerce website that enhances UX, boosts conversions, and better reflects the luxury experience of the City Perfume brand without any disruptions to their operation.
The solution
The goal was clear: to create a digital experience that matched the elegance and sophistication of the brand, without disrupting business operations and leveraging the existing platform.
User-first design, luxury experience: Working closely with the City Perfume team, we mapped out customer behaviours and refined the site navigation architecture to support intuitive browsing, faster product discovery, and easier checkout flows.
Enhanced product discoverability: With an extensive product catalogue spanning niche and designer fragrances, cosmetics, and skincare, we redesigned the navigation and search system to make it easier for users to explore by brand, category, scent family, or gender. This helped reduce friction and supported higher engagement and add-to-cart rates.
Optimised for visibility and conversion: We rebuilt key landing pages including the homepage with SEO and conversion principles in mind. The team had extensive experience in terms of content and product management with the current platform so we extended the current functionality to facilitate and ensure they had full control over the system.
Technical performance and maintenance: Once the website was live, we focused on performance optimisation and regular maintenance including integration with third party marketplaces, frontend and backend management and integration with their marketing tools to ensure a premium experience for end users.
Let's get to work
If you want your next web development initiative to be part of your success story, we’d love to hear from you. If you have a project in mind, but aren’t sure where to start, you can book a one hour free consultation with our team.
