Case Study
Stilefit: a curated home for premium yoga and activewear brands
Stilefit is a Turkish multi-brand retailer carrying premium yoga and activewear labels like Manduka, Liforme, Lorna Jane, Under Armour and Koral, all under one curated Shopify storefront built by Gencer Karakaya.
The brief
Stilefit does not sell one label, it curates many. Manduka mats, Liforme grip surfaces, Lorna Jane and P.E Nation apparel, Under Armour, Koral and Varley all live side by side, in Turkish and priced in lira. The challenge was making a deep, brand-heavy catalog feel like one coherent store, where a shopper can move from a yoga mat to high-waist leggings without losing the thread.
- A multi-brand catalog (Manduka, Liforme, Lorna Jane, Under Armour, P.E Nation, Koral, Varley, adidas, Stanley) that needed a single coherent storefront identity rather than ten disconnected brand silos
- Two very different shopping mindsets to serve, equipment buyers comparing yoga mat series (Pro, Eko, Travel, GRP) and apparel buyers filtering leggings by fit, length and pattern
- A fully Turkish storefront with lira pricing, 4,000 TL free-shipping threshold and 15-day returns that all had to read naturally and build trust
What I built
Gencer Karakaya built Stilefit a custom Shopify theme that organizes the catalog by both activity (yoga, fitness, running, pilates) and apparel fit, so equipment and clothing journeys each get a navigation that suits them. A dedicated Markalar (brands) layer lets each label keep its identity while the wider store stays unified, and trust signals (100% original, 15-day returns, WhatsApp support, free shipping over 4,000 TL) are surfaced in Turkish where they matter at decision time.
- Custom Liquid collection and filter system letting apparel shoppers narrow leggings by fit, length and pattern, while equipment shoppers browse yoga mats by series and skill level
- A Markalar (brands) architecture that gives Manduka, Liforme, Lorna Jane and others their own curated space within one consistent theme
- Turkish-first storefront with lira formatting, the 4,000 TL free-shipping bar and 15-day return messaging woven into product and cart flows
- Clean, performance-minded theme structure so a large multi-brand catalog stays fast to browse on mobile
FAQ
How do you keep a multi-brand store like Stilefit from feeling fragmented?
The theme uses one consistent design language across every brand, then layers a dedicated Markalar (brands) section on top. So Manduka, Liforme and Lorna Jane each get a curated space, but the navigation, product cards and cart all behave the same way throughout the store.
Why organize Stilefit by both activity and apparel fit?
Equipment and clothing buyers shop differently. Someone choosing a yoga mat compares series and skill level, while a leggings buyer filters by fit, length and pattern. Building both paths into the Shopify navigation means each shopper reaches the right products with fewer steps.
Is the Stilefit storefront built for the Turkish market specifically?
Yes. It is a Turkish-first Shopify theme with lira pricing, the 4,000 TL free-shipping threshold, 15-day return and exchange messaging, and WhatsApp support surfaced at decision points, so trust signals read naturally for local shoppers.