Endelea is an ethical fashion brand, an innovative startup, and a benefit corporation founded in Milan in 2018. The company creates clothing and accessories using African fabrics designed in Italy and handmade in Dar es Salaam. Endelea aims to contribute to the development of a fashion industry in Tanzania, promoting a more ethical and sustainable fashion.

Nama supported Endelea between 2022 and 2024. We really enjoyed working with this brand and we are proud to have been part of their journey.

Request

Although Endelea already managed an online store on Shopify, it did not fully meet the brand’s visual standards or performance requirements, including page speed and functionality. The online store did not provide sufficient opportunities to present modern products attractively to the target audience. Despite working with a design agency for corporate identity and brand guidelines, they needed expertise in e-commerce, conversion-optimized design, and specifically, Shopify, to update their store.

Our solution

As part of a relaunch project, Nama supported the Endelea team in optimally integrating specific requirements into the online shop. With a team of e-commerce experts, Nama offered comprehensive support and guidance for Endelea. Challenges and requirements were discussed in regular meetings, and solutions were developed based on them.

We assisted Endelea in transitioning to a Shopify 2.0 theme, reorganizing content management, translations, and the catalog, and enhancing the user experience with new features and content. Special attention was given to the product page, which was made easier to manage through the use of metafields and custom logic for grouping products as variants.

  • Catalogue rationalization
  • Product page optimization with metafields and products as variants
  • Custom theme section development
  • Multilingual setup
  • GDPR compliance
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Results

The relaunch resulted in a modern, visually appealing online shop that reflects Endelea's values and identity. The new shop is not only aesthetically pleasing but also performance-focused. For the Endelea team, handling the shop has been made considerably easier, and page speed has significantly increased.

Through this project, Nama demonstrated that it is possible to build online shops for ethically conscious brands without compromising on aesthetics or performance. A well-thought-out product page can increase clarity and make day-to-day management easier.

Technology partners

  • Shopify

    E-commerce infrastructure

  • We worked with NAMA for the update to a new Shopify 2.0 theme (with some customizations) and it has been a wonderful journey: the team has been super professional, always punctual and precise in all their communications, they have done an excellent work and also have flexible to meet our needs (and our delays!).
    I would 100% recommend working with them!