Dines & Co.
Hero Shop

Working with

the luxury women's boutique.

Shopify Design
Hero Shop

Dines & Co. redesigned Hero Shop's Shopify store in 2019, just before physical retail ground to a halt. In her interview for Vogue, friend and founder Emily Holt discusses how critical ecommerce was been throughout the pandemic, and how they managed to make 2020 their highest-selling year yet with a focus on ecommerce.


Hero Shop hired us to redesign their online store and mobile shopping experience. Their retail spaces are beautifully curated – the site needed to be as well.

Founded by Emily Holt, former Vogue editor and industry veteran, Hero Shop is dedicated to bringing established and emerging designers to the Bay Area. In addition to retail, the stores play host to a variety of events – dinner parties, trunk shows, and fundraisers for local causes. It was important to highlight this community involvement and provide customers with a place not just to shop, but to stay updated on events and philanthropic efforts beyond fashion.

As part of the redesign, we wanted to completely rebuild the mobile shop – previously the site had very limited mobile functionality. Given the majority of the traffic was coming from phones, this needed to be the core of the store's design. Easy navigation, fast load times, detailed product pages, and custom landing pages. Live search for better browsing, related and featured projects, and a mega-nav that highlights seasonal releases and designers.

No items found.
Hero Shop

Photography: Courtesy of Hero Shop

Dines & Co.
More projects