Sazy’s Transformation – A Premium Home & Lifestyle Brand Reimagined

Sazy, a home décor brand, approached WIRO in early 2024 to redesign and develop Sazy’s online presence, aligning with its new brand identity and premium product offering.  Following a previous unsuccessful venture, Sazy was relaunching in the UK with a renewed focus on premium, minimalist designs.  Their objective was to achieve profitability by Q4 2025 through a complete rebranding and a significantly enhanced online store. WIRO partnered with Sazy to translate their new brand identity into a compelling and user-friendly digital experience.

Sazy's relaunch faced several key hurdles, such as:

• Previous business venture had struggled, requiring a complete brand rebuild and market repositioning.
• Existing product inventory was of inconsistent quality and needed to be transitioned to a new, premium product line.
• Target audience needed to be redefined and understood to create a relevant and engaging online experience.
• The online store needed to be redesigned and developed to support the new brand identity and improve the customer journey.

WIRO began by collaborating with Sazy to define their target audience and refine their brand messaging. Three key customer personas were identified:

• Rental Experimental: Renters under 35 – Money Driven, Ambitious, Fashion Conscious and Creative
• Cosy Socialites: Home owners 35-54 – Social, Confident, Health Conscious and Affluent
• Chic Nesters: Home owners 45-64 – Playful Styles, Relaxation, Entertainers and Bold

By defining these personas, we structured a user experience that resonated with their lifestyle, values, and purchasing behaviours.

We executed a full-scale digital transformation, incorporating:

• Complete rebrand integration: A new logo, colour scheme, typography, and creative assets were developed to reflect Sazy's new brand identity.
• Customer journey improvements: Simplified navigation, optimised product pages, a streamlined checkout process, improved search functionality, interactive elements, and personalised product suggestions were implemented.
• Product Data Restructure: The product data was restructured to support the new product lines and improve product discoverability.
• Shopify Build & Development: The new store was built on Shopify, leveraging the platform's flexibility and scalability. A new Shopify theme was created, using our core framework as a base, which provided a solid technical foundation and infrastructure to build upon. WIRO also implemented metafields to simplify product configuration and backend management.
• Performance Optimisation: Significant performance improvements were made reducing load times and enhancing overall site speed.

• AOV increased 176% since the launch date.
• Returning customer rate increased 37% since the launch date.
• A solid technical foundation from previous ‘Dawn’ Shopify theme.
• Product navigation structure to navigating and finding a desired product within a sub collection is now far more advanced than it was historically.
• Performance optimisation improved by 113%.
• Successful execution of an entire rebrand / brand overhaul and reposition to a new market, having repositioned from a younger audience to selling higher ticket priced items to an different audience.
• Simplified product configuration and set-up in the backend to simplify admin responsibilities through metafield implementation.