NAILD.de – Custom Shopify Store for Nail Salon (DACH Press-On Nails)

Built by WebbyCrown from U&MI Design’s concept (Mar 2024), this fresh Shopify build delivers a localized DACH shopping experience with multi-currency pricing, multilingual UX and Bundler-powered product bundles to boost AOV. Post-launch optimizations to checkout, payments and shipping helped drive a sustained 200% sales uplift, ~32k monthly visits and a 40% repeat purchase rate.

Website

naild.de

Country

DACH (Germany · Austria · Switzerland)

Page Speed

90%+ (LCP/CLS)

Solution

Multi-language, currency & bundling on Shopify

Industry

Beauty & Cosmetics — Press-On Nails

Results

+200% sales, 32k visits/mo, 1k+ orders, 40% repeats

About Them

NAILD.de is a design-forward DTC brand offering premium, reusable press-on nails tailored for customers across the DACH region. Focused on convenience and style, the brand provides a curated selection of shapes, lengths and bundles that deliver salon-quality manicures at home in minutes. With a clean, ethical product promise—vegan, HEMA-free and cruelty-conscious—NAILD combines strong product design with simple application and durable wear, which has driven enthusiastic reviews and high customer loyalty.

To scale that promise online, NAILD partnered with WebbyCrown to build a localized, conversion-focused Shopify store. The fresh Shopify build translated U&MI Design’s visual identity into a fast, multi-currency storefront with multilingual UX, Bundler-powered bundles to boost AOV, and checkout optimizations for local payment and shipping preferences. The result: a measurable business impact including 200% sales uplift and 40% repeat purchase rate, positioning NAILD as a leading press-on nails brand in the DACH market.

Client Goals

NAILD wanted a premium, brand-accurate online store to sell reusable press-on nails directly to DACH customers. They needed a pixel-perfect conversion of U&MI Design’s Figma into Shopify, with a localized checkout supporting local payment methods and multi-currency pricing — designed to serve customers across Germany, Austria, and Switzerland and to reduce friction at purchase.

Build a fresh Shopify store that precisely implements the supplied design and maintains visual consistency across desktop and mobile.
Deliver a localized UX for Germany, Austria and Switzerland — language, currency, payment options and shipping settings tuned for DACH customers.
Implement bundles & upsells (Bundler-powered) to increase average order value and simplify curated product offers.
Optimize checkout flow and site performance to reduce friction, improve conversion and ensure fast load times.
Drive measurable sales growth and high customer retention through UX improvements, upsell strategies and post-launch optimization.

This approach balanced design fidelity with technical optimizations and localization—so the new store could look exceptional and deliver measurable business outcomes.

Why We Chose Shopify

We recommended Shopify as the strategic platform for NAILD because it best aligned with the project’s business goals, design requirements and DACH localization needs. Below are the core reasons — each focused on the concrete outcomes we needed to deliver (design fidelity, conversion, localization and scalable growth).

Rapid time-to-market & predictable operations

Shopify enabled a fast, secure fresh build so NAILD could launch quickly (Mar 2024) without custom backend overhead, shortening time from design to revenue.

Pixel-perfect theme control

Shopify supports custom Shopify development and precise Figma → theme conversions, preserving visual identity while remaining performant.

DACH localization & payments

built-in support and reliable integrations for multi-language and multi-currency flows plus local payment providers (Klarna, PayPal, cards) reduced checkout friction for Germany, Austria and Switzerland.

App ecosystem for business outcomes

the platform’s apps (e.g., Bundler — Upsell & Cross-Sell Kit) let us implement bundling, upsells and promotions quickly to lift AOV without heavy engineering.

Performance & scale

Shopify’s hosting and CDNs ensure consistent page speed and uptime to handle ~32k+ visits/month and growth in orders.

Security & compliance

enterprise-grade security, PCI compliance and regular platform updates reduce operational risk and simplify payment/fulfillment governance.

Future flexibility

Shopify makes it straightforward to add advanced commerce features, international expansion or headless options later while keeping maintenance costs predictable.

In short, Shopify provided the right mix of design fidelity, localization, conversion tools and scalability to turn NAILD’s design-led vision into a measurable, high-performing DACH storefront.

Key Challenges

NAILD required a premium, design-faithful storefront and a measurable commercial uplift across the DACH market — a combination that created tightly coupled design, technical and business constraints. The main challenges we faced were:

Pixel-perfect Adobe XD → Shopify conversion: translating detailed visual design into a maintainable, accessible theme without bloated markup or performance regressions.
DACH localization complexity: implementing multi-language copy, regional tax/shipping rules and multi-currency pricing that behave correctly across Germany, Austria and Switzerland.
Reducing checkout friction: ensuring local payment methods (Klarna, PayPal, cards) are surfaced appropriately per region and that checkout flows minimize abandonment.
Implementing bundles/upsells without harming conversion: adding Bundler-driven product bundles and upsells while keeping UX simple and not introducing cognitive load.
Performance and Core Web Vitals: preserving rich imagery and brand polish while achieving fast LCP, low CLS and snappy mobile performance for ~32k monthly visitors.
Measurement & attribution: wiring analytics and conversion events precisely so business improvements (AOV, orders, repeat rate) could be attributed and iterated on.

These constraints required pragmatic trade-offs—preserve visual fidelity where it matters, but optimize where it materially affects conversion and speed. Each challenge had direct impact on KPIs (conversion, AOV, repeat purchases) so our solutions had to be both design-respecting and data-driven.

Final Implementation & Strategic Solutions

We mapped each challenge to a concrete technical and UX approach so solutions delivered measurable lift without compromising the brand:

Theme architecture & design fidelity

– Built a modular, component-based custom Shopify theme so the Figma designs were reproduced pixel-accurately while keeping DOM complexity and CSS specificity low.
– Implemented accessible components (ARIA, semantic HTML) and responsive breakpoints to preserve the look across devices.

DACH localization & commerce logic

– Configured multi-language and multi-currency systems and localized content flows.
– Set up regional tax, shipping and price presentation rules so customers in Germany, Austria and Switzerland see native pricing and shipping at the right moment in the journey.

Checkout optimization & payments

– Streamlined the cart → checkout flow and used conditional payment rendering so local options (Klarna, PayPal, card) appear based on the customer’s region.
– Reduced steps and prefilled where possible to lower friction and checkout abandonment.

Bundles & AOV strategy (Bundler)

– Integrated the Upsell & Cross-Sell Kit (Bundler) to craft curated bundles and lightweight in-flow upsells. Bundles were surfaced contextually (PDP / cart) and designed to   avoid choice overload while increasing average order value.
– Deployed conceptual A/B variants (UX/placement) and monitored uptake to tune presentation.

Performance engineering

– Image optimization (WebP), responsive srcsets, lazy-loading offscreen media; prioritized LCP assets and minimized render-blocking CSS.
– Used Shopify CDN best-practices, preconnects, and critical CSS to hit Core Web Vitals targets without sacrificing high-resolution product imagery.

Analytics, measurement & iteration

– Implemented Shopify Analytics + GA4 event tracking (view_item, add_to_cart, begin_checkout, purchase) and dashboarded key KPIs (orders, AOV, CR, repeat rate).
– Adopted a short post-launch iteration cycle: monitor → hypothesize → apply small UX/checkout tweaks → measure. This approach produced the sustained uplift observed after   April 2024.

Each implementation choice prioritized measurable business outcomes: faster time-to-market, higher conversion, improved AOV via bundles, and a frictionless localized checkout aimed at increasing repeat purchase behaviour.

Conclusion

The combination of a design-faithful custom Shopify theme, DACH-aware localization, strategic bundling (Bundler) and performance-first engineering delivered a high-impact eCommerce platform for NAILD. Post-launch metrics—~32k visits/month, 1k+ orders/month, 200% sales uplift (post-Apr 2024 vs Jan–Mar 2024) and a 40% repeat rate—demonstrate that the chosen technical and UX approach converted brand intent into business results.

“WebbyCrown translated our design vision into a polished, conversion-focused Shopify store that truly performs for the DACH market. Their team handled localization, checkout optimization and bundling with clear business focus — post-launch we saw a major sales uplift and strong repeat purchase behaviour. Highly professional and results-driven.”

Soo-Hee Kim

– U&MI Design

Ready to Build Your Next Shopify Success Story?

Are you in the beauty, fashion, or lifestyle industry — or planning to launch a scalable, high-performance online store?

NAILD.de is more than just a nail brand — it’s a premium, conversion-focused Shopify experience tailored for modern DACH customers. This project showcases WebbyCrown’s expertise in building localized, performance-optimized, and design-accurate eCommerce solutions.

Let’s create your next powerful Shopify store — one that delivers growth, speed, and customer loyalty.

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