Ecommerce · Estonia
From NaijaCICI to ShopCICI: Redesigning a Shopify Store for the Brand’s Next Chapter
ShopCICI, formerly NaijaCici, is a luxury fashion brand founded by Ebunoluwa Adedoyin. Its pieces are handmade by the founder and a small team of female tailors from Nigeria, with the brand centred around conscious production, confidence and clothing made with intention.
1 Month to launch
Project Meta
- Client
- Shop CICI
- Type
- Organisation
- Company Size
- solo
- Still Active
- No
- Client Website
- shopcici.co
- Build Complexity
- Custom System
- Services Rendered
- Build
- Full Shopify Website Redesign
- Strategy
- Engagement Type
- One-off project
- OATS Team Credited
- Development Team
- Timeline to Launch
- 1 Month
- Project Start
- 6 July 2023
- Project End
- 1 August 2023
Understanding the challenge
Our earlier work with the brand began with NaijaCICI. The former ecommerce experience brought its collections, product categories and shopping journey together in an online storefront designed around the brand at that stage of its growth. The brand had changed. The website needed to catch up. ShopCICI was moving beyond the identity of NaijaCICI into a more intentional slow-fashion brand with a clearer visual direction and a stronger emphasis on conscious design. Simply refreshing a few colours or images wouldn’t have been enough. The challenge was to redesign the entire Shopify experience around the new ShopCICI identity while keeping the fundamentals of fashion ecommerce simple: discover, explore, choose, buy.
Dashboard Screens
Outcome Metrics
Our work with ShopCICI tells a slightly different story from a one-off website redesign. We got to see the brand twice. First as NaijaCici, and later as ShopCICI. The second website wasn’t designed to preserve what we had created the first time. It was designed to give the new version of the brand the ecommerce experience it needed. Today, the Shopify store brings together collections, product discovery, editorial fashion content and shopping within a cleaner expression of CICI’s identity. The live website continues to credit OATS Africa as its digital partner. For OATS Africa, the project reflects what it means to build for brands over time. Because sometimes good web design isn’t just about helping a brand launch. It’s about knowing how to move with it when it grows.
5/5 ratings on quality of work and communication
“This team was absolutely amazing! The whole process was seamless and I would definitely recommend their services”
““Overall, I was extremely satisfied with the experience."”
Recognition
- Rating
- Review Platforms
- Shopify Partners Directory
- Third-Party Reviews
- Read verified reviews →
Built for Shop CICI
- Industry
- Ecommerce, Fashion, Fashion & Apparel, Slow-fashion, Womenswear
- Popular Items
- bottoms
- co-ords
- dresses
- jumpsuits
- sets
- tops
- Ethnic Group Focus
- Affricans
- global
- Pan-African Diaspora
- Cultural / Religious Angle
- Afrocentric
- Yoruba Fashion
- Community Affiliation
- Female-Owned
- Pan African Diaspora
- City
- Lagos, Tallinn
- State / Region
- Global, Estonia, Europe
- Market
- Estonia, Europe
- Platform
- Shopify
- Technologies Used
- klaviyo
- Shopify
Related Case Studies
Publishing
- Written By
- OATS Africa
- Contributors
- Olaniyan
- Date Published
- 2026-09-09
- Date Modified
- 2026-09-26
- Case Study Format
- Written
- Focus Keyword
- Fashion brand website design, Fashion ecommerce website design, Shopify website design for fashion brands, Clothing brand website redesign, Shopify fashion store redesign