Off the Hook

Shopify Optimization: Enhancing E-commerce Operations for Off the Hook

Off the Hook is a renowned fashion brand that has made a significant impact in the industry with its distinctive style and urban-inspired designs. With a strong presence both online and through its physical store, Off the Hook has become a go-to destination for fashion enthusiasts seeking cutting-edge apparel and accessories.


  • Apparel
  • Footwear
  • Accessories


  • Headquartered in Montreal, Canada
  • Art, music, sports and fashion
  • US$3.8m Revenue in 2021
  • B2B and B2C


Off the Hook approached Axle & Olio with the goal of enhancing their online presence and improving their e-commerce operations.

Project Outcome

Our Approach

Our team worked closely with Off the Hook to address their challenges, including optimising their website performance, fixing critical bugs, and introducing new features to enhance the user experience.
Off the Hook approached us to enhance their online presence and improve their e-commerce operations. Our approach involved a thorough analysis of their website, addressing critical issues and optimizing performance. We resolved challenges such as filter functionality, navigation, search accuracy, cart issues, and checkout button display. Additionally, we implemented sorting rules, resolved layout and translation inconsistencies, and optimized loading times. Through usability testing and user-centered design principles, we improved navigation and simplified the checkout process. Collaborating with them, we introduced new features like personalized recommendations, customer reviews, and social media integrations, enhancing the online store and driving customer engagement. Our comprehensive approach resulted in a significant improvement, providing a seamless and engaging experience for their customers, boosting sales, and strengthening their online presence.

Results and Benefits

Our solutions resulted in significant improvements for Off the Hook, addressing the identified issues and providing the following benefits:

Improved Performance: The optimised website exhibited faster loading times, resulting in an enhanced browsing experience for customers.

Enhanced User Experience: The streamlined navigation and checkout processes, along with other UX/UI enhancements, contributed to a more intuitive and user-friendly interface, leading to increased customer satisfaction and conversions.

Increased Sales and Customer Engagement: The introduction of new features, including personalised recommendations and social media integrations, boosted customer engagement and led to increased sales and revenue.

Scalability and Future Growth: Our solution was designed to be scalable, ensuring that Off the Hook could accommodate future growth and easily integrate additional features or functionalities.

“The A&O team has been an excellent collaborator in our Shopify optimization project. Through tight project management and fluid communication, they’ve been able to support us through bug fixes as well as new features creation”

Vernonique GuertinSenior Director, Omnichannel Commerce & Strategy