From Everest to e-commerce: a new home for Sir Edmund Hillary Clothing.


Edmund Hillary



Our Role

UX Design

UI Design


Tech used



Sir Edmund Hillary was no ordinary man. So when Edmund Hillary Brands, a premium clothing company that takes inspiration from the spirit of New Zealand’s greatest adventurer, tasked us with rebuilding their online store, we knew we had to deliver no ordinary experience.

Drawing from the look and feel of the newly opened flagship store, we embarked on a mission to create an online shopping experience that brings to life the sense of exploration, discovery and adventure that Edmund Hillary is known for, all with a clear focus on driving commercial return.


We started by immersing ourselves in the Edmund Hillary retail experience, visiting the new store and putting ourselves in the shoes of the customers who shop there. We then translated this physical store experience into its website equivalent, injecting the e-commerce experience with cues that brought to life the natural landscapes and feeling of space of the brand.

At every step, our intention was to imbue the experience with something authentic to the brand and distinct from other e-commerce stores, while retaining a familiarity that would ensure shoppers could navigate the site, and convert to purchase, with ease.


Using our in depth knowledge of Shopify, we were able to build an e-commerce store that is not only delightful and intuitive for customers, but also easy to update, scalable and reliable for the Edmund Hillary team. By integrating with their inventory management system Cin7, Edmund Hillary Brands is now also able to manage stock across their physical and online stores with ease.

Since launching, Edmund Hillary Brands has been inundated with positive feedback from customers, and most importantly has seen an immediate uplift in sales.

“Flight immediately ‘got’ our brand. They came up with designs that everyone loved, and they developed and launched the website efficiently. Flight went above and beyond what they were contracted to do, and we’ve already seen an uplift in sales! We look forward to continuing to work with flight as our digital partner, and we would highly recommend them to others. ”

Clare Hall-Taylor, Marketing Director, Edmund Hillary Brands Limited


Ashley Jeong

UX/UI Designer

Rose Morris

Senior CX Strategist

Carman Kwan

Senior Account Manager

< Previous project

Back to work

Next project >

Injecting personality and vibrancy into the healthcare technology space.


Building a better client experience when it comes to making money happen.

Lateral Partners