Melbourne-founded womenswear retailer Forever New has celebrated its 20th anniversary, marked with a new digital experience and refreshed brand imagery. Together with Convert Digital, it has just completed a nine-month platform migration to Shopify across four international markets.
Forever New launched its first ecommerce site on Magento 1 over a decade ago, and later rebuilt on Magento 2. However, as Forever New matured into a multi-region operation, it quickly realised it needed a platform with the agility and scalability to grow with the brand.
The case for change came down to speed, as routine improvements consumed months of combined agency and internal time and resources. At the same time, the capabilities and solutions requested by internal teams and customers were features Shopify already shipped as standard.
“After more than a decade on Adobe (Magento), there was a strong desire across the business to embark on an ecommerce transformation. Our goal was to elevate our brand, simplify our technology stack and enable speed to market with new features for our customers. To achieve this in 9 months across 4 markets, ensuring an uninterrupted and improved omni-experience across both ecommerce and our retail environment, was both challenging and rewarding,” said Robert Lupone, chief information officer, Forever New.
“This was a significant effort by Forever New Technology and Business teams, Convert Digital as our partner, and Shopify, who I congratulate for a successfully run transformation, delivered on time and budget. Forever New has now globally standardised our ecommerce offering on Shopify, with USA, India and South Africa being migrated earlier in 2026 and the Middle East underway. This standardisation allows for internal synergies and efficiencies, meaning a greater focus can occur on providing our customers the best experience and offering possible.”
The Forever New team was looking for a partner with proven experience delivering migrations of this scale, and the adaptive, flexible mindset the project required.
“From the outset, collaboration was a top priority, shaping how our teams worked together. We integrated directly into Forever New’s own systems, giving stakeholders visibility of the platform as it came to life in real time, and joint showcases at Forever New’s offices brought the wider business along at every stage. We worked closely with the team to build internal capability and set the business up for long-term success beyond launch,” added Andrew Waite, CEO and founder of Convert Digital.
What was unique about this migration was that Forever New didn’t come to Shopify with a wishlist of features to implement, they came with a well-functioning retail operation and a single non-negotiable: the customer experience could not be compromised. The complexity of this sat in the integration layer, connecting Shopify tightly to the ERP, warehouse management, and search and merchandising systems that run the business.
With the support of Convert Digital, Forever New took a composable commerce approach, leaning on Shopify’s native capabilities wherever possible, and layering in partners for specialised functions: returns (Loop Returns), personalisation and marketing automation (Emarsys), search and merchandising (Fredhopper), checkout optimisation (Checkout Components, Elevar), sizing (TrueFit), product feed management (Feedonomics), and privacy compliance (OneTrust). Custom development was reserved for the capabilities that differentiate the Forever New customer experience.
“Forever New is an iconic Australian brand with a strong following, and this move to Shopify gives it a modern foundation for the next stage of growth. With a scalable platform that keeps the customer experience front and centre, Forever New now has the room to innovate and move quickly while expanding across markets,” commented James Johnson, head of enterprise ANZ, Shopify.
This migration spans four markets including Australia, New Zealand, the UK and Canada with new markets to come, folding into the global platform utilising Shopify Markets capabilities.
