Butcher of Blue

Dutch fashion brand delivers 75% faster page load time and 169% higher conversion rate with Alokai




Higher Conversion Rate


Faster Page Load Time


Mobile Users Growth

About Butcher of Blue

The Butcher of Blue is a Dutch fashion brand known for its high-quality, sustainable clothing with a rugged and timeless aesthetic. Founded in 2017 by Bob Rijnders, the brand combines classic craftsmanship with a modern twist, offering a range of apparel and accessories for men and women. The Butcher of Blue places a strong emphasis on ethical and environmentally-friendly production practices, making it a popular choice for those seeking stylish and eco-conscious fashion options.

The Challenge

The brand has never neglected the potential of the online channel for reaching out to its customers. However, at some point, it realized that merely meeting their expectations was insufficient. To conquer the digital-savvy market, they needed to go beyond. Fortunately, ITonomy , the eCommerce agency specialized in maximizing Magento's potential, knew precisely what to do.

Butcher of Blue is not a regular store just selling men’s clothing. The vision of the founder Bob Rijnders, aka The Butcher was to create a space where the entire production and selling processes will be treated with great care for customer experiences, therefore it is not only about the product but also the services in terms of fashion advice. The Butcher of Blue customers can complete their entire outfit, including jeans, jackets, shoes, and accessories, and then quickly and easily order it. The smooth CX is one of Butcher of Blue's unique selling points, and - although never ignored - at some point occurred to be “just” standard. 

In short, Butcher of Blue's was seeking to:

  • Grow mobile traffic
  • Present
    users on mobile devices with
    a satysfying UX including gesture navigation
  • Implement Progressive Web Apps (PWAs)



The brand began to search for areas of improvement, and turning their webshop into a Progressive Web App was an obvious choice. With its lightning-fast performance, mobile-first approach, and business advantages, there was simply no comparison, especially considering that Magento 2, despite its many benefits, had a lot of catching up to do in these areas. However, these rather general PWA pros still weren't sufficient to meet customer expectations.

"Our main goal is not only to build a good eCommerce platform. It’s about implementing a solution that contributes to the whole company and is part of the strategy. With Alokai-based PWA, we can make a smart move for our clients to get better results in site speed,  SEO score, and customer experience by creating entirely new features."

Christiaan de Jong

Business Development Manager, itonomy


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