Sass & Bide


Sass & Bide is an Australian brand dedicated to ‘the strong, the obscure and the beautiful’. A leader in the fashion industry for over 14 years, they continue the trend, becoming one of the first major fashion brands to launch on Magento 2.

Project Goals

  1. Design a site that was true to the brand and ethos.
  2. Improve the site’s conversion rate through a more fluid shopping experience.
  3. Improve the site’s performance and scalability, especially during peak periods.
  4. Build a continuous conversation with their customers through smart marketing automation.
  5. Ensure that SEO was considered from the beginning for all four regional websites.


Kicking things off, Salmat’s UX Design team were engaged to help Sass and Bide define the user personas for their online customers. This involved several stakeholder workshops, online surveys and one on one interviews with over 2,000 of their customers. The output was a defined set of digital profiles of their customers, including their buying habits, customer behaviour and demographics. Not only did this give the business a deeper understanding of their customers, but it helped define and prioritise what features would make it into the new site build and also help create a roadmap for features in the future.

The next step involved distilling the clients and customers requirements into a brief for the new site build. The result was a more engaging and content driven site, largely drawn from the feedback we got during the customer interviews. The new website has become a destination for brand enthusiasts to explore the latest lookbooks, shop the look, watch videos, read blog articles or even listen to the brand’s Spotify playlists and of course see and buy the latest pieces from Sass & Bide.

The path to purchase was improved significantly over the previous site. A more streamlined checkout, based on Netstarter’s Magento 2 stack, was used to great effect. A significant amount of time was also spent testing the store locator and checkout on mobile to ensure a frictionless user experience for all the key use cases for mobile users. Implementing a sticky header on the product detail page, detailed information on materials, related campaign shots, along with links to shop the look and related items resulted in an improved click through to shopping cart.

To ensure the conversation with customers continues after a customer has left the website, Salmat’s marketing team set up and integrated Dotmailer for email marketing. Shopping cart abandonment, birthday and VIP customers emails are sent to the right customer at the relevant time to increase the likelihood of a return purchase. Using Dotmailer’s drag and drop interface, Sass & Bide’s digital marketers can easily configure their email templates which can be tailored to their customer segments automatically.


Sass and Bide is hosted by Netstarter on AWS, configured for optimal performance on Magento 2. Prior to launch, the site was load tested to comfortably handle over 3,000 concurrent users, more than 10x what the previous website was capable of! The real test came when the brand went on sale, shortly after launching. On sale day, the website generated 600% more revenue than the previous sale, largely due to its ability to scale without any errors or performance degradation.

“Netstarter {SALMAT} have been integral partners in the digital relaunch of the sass & bide brand. The team involved in the research, design and launch of the new Magento 2.0 site were fantastic to work with. The day to day account management is second to none and we look forward to working with them on the roll out of the digital evolution of the brand in the future.”
Eloise Nisbett, eCommerce Manager