Food & Drink

Country Road Group

Platform
App

Role
Senior UX/UI Designer

Timeline
2022 - July 2024

Team
1 Designer, Engineering, Brand Stakeholders

Country Road Group (CRG) is a multi-brand Australian apparel ecosystem anchored by flagship labels such as Country Road, Witchery, and Mimco. Our goal was to create one design system that could support each unique brand’s voice.

Goal

Essential Australiana

Country Road

The flagship company that sets the tone for the entire CRG ecosystem.

Witchery

The bold and innovative sister to Country Road.

Mimco

The youngest sister with the trendy accessories.

Multitenant Design System

The core challenge of this project was to unify multiple distinct brand expressions under an organized, scalable design system that could support rapid digital and retail development across the group’s portfolio. By creating a multitenant system capable of handling shared patterns and individual brand personalities, the work enabled faster design execution and consistent experience quality across CRG’s flagship and sister brands.

Outcomes

Focusing on personalization and new features leads to success
In 2023, Country Road experienced 95% higher traffic and 51% higher revenue than projection. Witchery outperformed revenue projections by 54% since its launch, Mimco had revenue 5x higher than initial projection since launch.