antonia elena

Scaling three brands
on one Shopify Plus System

Antonia Elena is more than a creator — she is an entrepreneur with a community of over 1.5 million Instagram followers. For brands operating at this scale, launch days create extreme traffic spikes within seconds. The challenge: building a commerce infrastructure that remains stable, fast, and scalable during high-volume product drops.

Together, we developed a Shopify Plus multi-brand architecture for gillie, ae SENSE, and ae KITCHEN — each with its own identity, customer experience, and domain structure, powered by one centralized backend.

The result: a scalable commerce system built for long-term brand growth.

New Store

Multi-Brand

Multi-Brand

Sold Out in 120 Minutes

The first real stress test came with the launch of gillie.

Unlike traditional e-commerce traffic patterns, influencer-driven product drops create massive visitor spikes within seconds through social media activation. Thousands of users accessed the store and completed purchases simultaneously. Despite the sudden traffic surge, the Shopify Plus infrastructure remained stable and performant throughout the entire customer journey — including checkout.

The outcome: sold out in under two hours without technical downtime or friction in the purchasing experience.

Explore the Full Shopify Plus Setup

Creating a digital fragrance experience

With ae SENSE, the focus shifted from performance architecture to emotional brand storytelling. The objective was not simply to sell fragrances online, but to translate scent into a digital experience.

Minimal typography, refined motion design, and cinematic visuals transformed the storefront into a premium brand environment that communicates emotion visually instead of explaining it through text.

Three brands, one commerce system

With ae KITCHEN, the ecosystem expanded into a third and intentionally different brand universe. Using Shopify Metaobjects and contextual storefront logic, all three brands are now managed through a modular multi-brand setup within a single Shopify Plus backend. New campaigns, collections, products, and even future brands can be integrated without rebuilding the technical foundation.

This architecture minimizes operational complexity while creating maximum flexibility for future growth.

“Creating a multi-brand store to make the worlds around Antonia Elena truly experienceable for our customers was a highly ambitious project. We’re incredibly happy to have found a partner in Hyghstreet who brought this vision to life within a very short time and continues to evolve it together with us.”

– Vanessa Nagel-Bernard, Managing Director antonia elena

Commerce as a
scalable brand system

For us, a successful launch is never the finish line — it is the beginning of continuous growth.

We continue supporting the Antonia Elena team with upcoming drops, limited editions, and ongoing performance optimization to ensure the platform scales reliably with every new release and future brand expansion.