Chillé is a pyjama and loungewear brand founded by influencer Lily Brown. Lily came to Studio Fussy in 2024, ahead of a big Q4, with a site built on a page-builder app: no strategy, no ecommerce best practice, and relying almost entirely on her sizeable audience to carry it. She had the following. The site just was not set up to convert it.

We rebuilt Chillé on one of the most superior Shopify themes available, refined the branding, and re-merchandised the whole store with proper backend organisation, custom size guides, and complete-the-look throughout. That last piece was the big one: because pyjamas are so often bought as a set, complete-the-look drastically lifted average order value. With a cult following and a sell-out robe, we also built a clear restock and waitlist strategy so demand never goes to waste. Since 2024 we have continued to work with Chillé on an ad hoc basis, jumping in for 1-day intensives to prep the site for major sale campaigns and collection launches like the JAX HAND collab. Lily gets it: clear, consistent messaging across every touchpoint, from socials right through to checkout.