01 Story

Pretty Green is a successful fashion brand founded by Liam Gallagher, the iconic frontman

We began our ongoing engagement in late 2015. Due to a huge increase in popularity and significant growth, Pretty Green faced new technological challenges in outgrowing their existing e-commerce platform, resulting in intermittent performance and insufficient integration capabilities. Mirumee was asked to replatform the shop, integrate it with third-party solutions, and build a new server infrastructure.

brand since 2006,

technologies from 2016

Pretty Green shop
Pretty Green shop
Pretty Green clothes

02 Mission

Flawless e-Commerce Platform

Fast-growing e-commerce businesses usually experience some common, almost unavoidable challenges: technical debt accumulated over the years, a lack of flexibility to integrate external software, the growing risk of server downtime, and ever-increasing maintenance costs. A multi-million dollar e-commerce business requires a scalable, extremely fast and efficient platform that can be easily customized for its needs. Our goal was to find a lifetime solution that could enable further consistent development.

We chose our own Saleor solution, one of the most popular open- source e-commerce platforms, as the right option for Pretty Green. We have wide-ranging e-commerce development expertise, and with Saleor we knew we could utilize even the most advanced features to offer something truly exceptional to the client. The CMS was fully customized, allowing Pretty Green specialists to easily adapt to the new environment of the whole platform experience.

Rough trade mobile website preorder
Rough trade mobile website shopping bag

03 Challenges

Problems to solve

  • Instability of the platform, especially during traffic peaks
  • Overall performance and response time
  • Lack of flexibility for third-party integrations
  • Lack of responsive design for mobile devices
Pretty Green website homepage

Our goals

  • Reduce response time, especially during peak periods
  • Provide capacity for future expansion and integrations
  • Improve scalability and change the server architecture
  • Reduce infrastructure maintenance costs
  • Establish a style guide that promotes a consistent design experience
Pretty Green website homepage

04 Technology


05 Results

Up time:



<1 sec



Improved average order


Product recommendation


06 Scope


The biggest challenge for the Pretty Green digital team, headed up by Tim Kalic, was to maintain continuity of service, especially during pre-holiday shopping and major sales events like Black Friday. We utilized Google Analytics to identify the problem and find the critical path of users. We then created a predicted traffic simulation to future-proof the stability of the platform for a rapidly growing e-commerce business.

Flexibility Through Integrations

Rebuilding the platform allowed us to tightly integrate a number of third-party solutions into the e-commerce platform, thus optimizing both the user experience and the statistical data and analytic tools required by Pretty Green. It gave the company a better understanding of their clients and their particular needs for the future, thereby allowing them to plan accordingly and maximize profits. The company has also seen no disruption to business processes such as ERP; in fact, they became noticeably more efficient as a result of the new platform.

Sensible Monitoring

Downtime for business can be costly. 81% estimate the cost of 60 minutes of downtime to be as much as $300,000. We delivered the necessary software and have a specialized team in place to fix any problems before they affect the customer’s business. In addition, our monitoring tools have allowed Pretty Green to save money by scaling down their server architecture, allowing business expansion but with a smaller IT footprint.

Mobile-first Design and UX

A significant portion of Pretty Green’s traffic was from mobile, but the lack of a mobile responsive design negatively affected the company’s income. It was also important to implement a design changeover without disruption for the end user.

Pretty Green logo
The response time of the website has improved dramatically. We’re down around the 1-second mark, whereas we were previously averaging from 3.5 to 4 seconds. We've also been able to maintain that response time during extremely high traffic. There has been a marked increase in conversions and revenue. Mirumee has a highly-skilled, passionate, and responsive team that is able to produce high-quality results.
Tim K

Tim K,

Head of Digital, Pretty Green

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