nk store is a Brazilian luxury fashion house with 28 years of history, founded by Natalie Klein, one of the most influential names in global fashion. The brand curates international labels alongside its own in-house line, which now accounts for 70% of revenue. Every store is designed as an experience. In-store, the consultants teach fashion and curation as much as they sell product. Over the past four years, nk expanded from two stores to seven.
The e-commerce channel grew alongside that expansion, but it lagged behind the rest of the brand. The site worked: it had product pages, search, it processed transactions. But it didn't communicate what nk is. The stores were immersive. The Instagram was editorial. Consultants gave clients what amounted to lessons in curation. The website was a product catalog with a checkout. Consultants and store sellers, who generate around 90% of online revenue through assisted sales, had started working around the site rather than through it, sending product photos from their phones instead of sharing a link.
When Thabata joined as Head Digital in December 2024, she ran a diagnostic across every store and team. She visited each location, talked to consultants and managers, and surveyed leadership. The feedback was consistent: the people selling through the site every day were its most vocal critics.
“The sellers would say, 'The site is slow, I'm embarrassed to show it because it doesn't represent what we are.' So they'd send product photos from their phones instead of sharing a link.”
The site couldn't support what the brand needed. No video. No editorial layouts. No way to tell the story behind a collection or show where a fabric comes from. nk produces pieces using materials from Chanel and Italian maisons, crafted in their own atelier. The consultants communicate this provenance in person, and it's central to how nk sells. The site had no equivalent. Product pages were functional but flat: image, description, price. There was no content layer between the grid and the brand.
The operational side was just as constrained. Every new landing page required an agency to build from scratch. Days of lead time, a separate budget line for each campaign. For a brand that launches something new every week, the pace was untenable. nk adopted deco as a headless frontend, with Econverse leading design and development. The brief was specific: build a section library the e-commerce team could operate independently, without waiting on anyone for every update.
Thabata requested a minimum of 10 sections at launch. The team hasn't needed to build a single new one since. Sections for video, editorial content, campaign banners, shoppable collections, and brand-specific layouts for national and imported lines. With different creative assets, the same section looks like an entirely different layout each time.
The brand language extends to product pages. nk brought collection context, fabric provenance, and campaign photography into their PDPs. A customer landing on a product page now sees which collection a piece belongs to, what fabric it uses, and where that fabric comes from. It's the kind of information a consultant shares in-store, now present at every step of the browsing experience.
nk launches a new collection or activation every week. The e-commerce team now handles each one in the CMS: picking sections from the catalog, assigning creative assets, and publishing. A page that used to take an agency days goes live in hours.
“For us to achieve our main goal of translating nk's strong branding to digital, it wouldn't have been possible without deco. It was unthinkable within the CMS of our platform. Not because of cost. The real bottleneck was how long everything took.”
nk's returning clients visit frequently. The average recurring customer comes to the physical store 32 times a year; online, the frequency is higher. A homepage that stays the same every week feels stale for a client base that expects to see something new. nk now updates it with every launch, rotating sections and visuals to match each week's campaign. The design team plans the layout, picks from the catalog, and publishes without waiting on anyone.
A week after launch, Thabata ran an internal NPS across the company. The score: 98. But the behavioral change mattered more. The same consultants who had been working around the site started working through it. When nk launched their Denim collection, sellers sent the landing page directly to clients and added personal recommendations on top. Instead of photographing items on their phones and sending images over WhatsApp, they shared the page itself, confident that it communicated the brand. 2025 turned into a record revenue year. The combination of a site the team trusted, content that refreshed weekly, and a brand identity that came through on screen changed how nk sold online.
“Before, they did everything to sell physically. If there was no other way, they'd go digital. Now they send the link: 'Look at the Denim page, it's beautiful, what you like is here, but I think this one is your style.'”
nk also reversed the flow of sale events. Where clients previously came to the store first and products went online afterward, the site now leads for certain events. Consultants build carts online, send links, and clients buy with stock assured. That shift grew sale event revenue. The digital channel went from fallback to first option.
Stability reinforced that confidence. Black Friday and every high-traffic event nk ran went without incident. No downtime, no instability, no slowdowns during the moments when consultants were actively showing the site to clients in real time. When the majority of your digital revenue flows through assisted sales, and a consultant is on a call with a client navigating the site together, you can't afford the page to stall.
nk's redesign worked because the team treated the website with the same care they put into their physical stores. The conviction that the site should reflect the brand, not just process transactions, drove every decision. deco and Econverse provided the infrastructure and the craft, but the vision was nk's. For brands where identity matters as much as conversion, where the physical experience sets a high bar and the digital needs to meet it, that's where it starts. And what nk's team now does in hours — building pages, updating content, keeping the site faithful to the brand — is exactly the kind of work that's about to get even faster.
nk store proved what happens when your team truly owns the storefront. Now we're building AI agents that take it further — enriching product pages, generating content, and keeping your site at the level your brand demands, around the clock. Come see them live at VTEX Day 2026.
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