How Message launched three brands on one system in just one month.

Message wanted a new universe, a home for their brands and they wanted it fast.

Message is a Danish multi-brand fashion retailer, selling clothing, shoes, and accessories online and through 22 physical stores. Alongside the labels it carries, Message owns three brands — Message, FRAKMENT, and mbyM — each with its own identity and audience.

Message wanted to enhance their digital presence by migrating to Shopify and relaunching its brand identity. At the same time, Message's two owned labels needed their own dedicated direct-to-consumer stores. The core challenge was building a single Shopify foundation that could support three distinct brands, each with its own look and feel, while hitting a tight deadline.

A migration to Shopify, one shared design system powering all three distinct storefronts from a single backend.

To overcome these obstacles, Message partnered with us to migrate to Shopify Plus and rebuild the storefront around a refreshed brand universe. By leveraging Shopify Plus expansion stores, we established FRAKMENT and mbyM as standalone D2C stores, running all three brands efficiently from one organization.

The key to moving at this speed was the architecture underneath. Rather than building three separate themes from scratch, we created one flexible design system that powers all three brands. This shared foundation is themed individually per brand through design tokens and configurable sections, so each store maintains its own typography, colors, imagery, and layout emphasis, while sharing a single, highly maintainable backend. Completing the core engineering once is precisely what made Message's one-month migration achievable, while still delivering fully distinct sub-brand experiences on the same system.

Three brands, three identities, one foundation.

Message went live on Shopify Plus just one month after kickoff, with a refreshed universe that gives the multi-brand retailer a completely elevated look. FRAKMENT and mbyM each launched their own dedicated D2C stores on the same system, delivering three distinct brand experiences that do not look like the same shop.

Because all three storefronts run on one shared design system rather than three disconnected builds, Message can manage and scale them with maximum efficiency. Improvements and new sections can be rolled out across all brands from a single foundation, rather than being rebuilt three times over. 

Most importantly, the speed of delivery never came at the cost of distinctiveness, providing Message with a scalable, multi-brand setup on Shopify Plus built to keep growing with the business.