Retold Recycling

Client Overview

Retold Recycling is a sustainable recycling company on a mission to reduce clothing waste. Through its convenient mail-in solution, the brand helps consumers responsibly dispose of unwanted textiles while keeping garments out of landfills. 

After appearing on Shark Tank and securing a deal with Mark Cuban, the Retold experienced rapid growth - both DTC and with B2B clients. 

But as the business scaled, the team realized their digital storefront no longer reflected the caliber of brand they were building.

The Challenge

When a scaling brand outgrows its storefront

After appearing on Shark Tank and securing a deal with Mark Cuban, the company experienced rapid growth. But as the business scaled, the team realized their digital storefront no longer reflected the caliber of brand they were building.

Most ecommerce brands start the same way: they launch quickly with an out-of-the-box theme, focusing on validating the business before investing deeply in the digital experience.

That approach worked for Retold in the early days.

But three and a half years after launch—and following their Shark Tank appearance—the company had grown significantly while still operating on the beta website originally built in 2019.

And the cracks began to show. As Amelia Trumble, CEO & Co-Founder of Retold, explains:

“Because the business had grown exponentially, cracks were definitely appearing within our tech stack. Apps were conflicting with each other, apps were not gelling well with our old, out-of-the-box theme, our branding was not as tight as what we were hoping for and overall, the customer experience was not aligned with our goals.”
 

The team needed more than a visual refresh. They needed a storefront that could communicate their mission clearly while supporting the next stage of growth.

The Approach

Translating the pitch into a digital experience

Retold partnered with Third and Grove to rethink how the brand's story and product experience should come to life online. The goal wasn't simply to redesign pages. It was to translate the clarity of Retold's business pitch that resonated on Shark Tank into a digital experience that customers could understand immediately.

The team rebuilt the site with a modular architecture that allowed Retold to move quickly while still creating a custom experience tailored to their brand.

Modernizing the brand and clarifying the story

A clearer narrative on the homepage

Restructuring the homepage around Retold's mission made the brand's purpose instantly clear. Instead of relying on scattered messaging, the new layout presents the problem of textile waste, Retold's solution, and the value to consumers in a simple, intuitive flow.

A refined brand presentation

The TAG team introduced a subtle brand retouch. Colors, visual hierarchy, and design elements were modernized to better align with the brand Retold had become. The updated design language was strong enough that Retold later extended it beyond the website into packaging and other brand materials.

A modular Shopify framework

The new storefront gives the Retold team greater flexibility to evolve the site over time. Modular components and page templates allow the Retold team to create new pages and campaigns quickly without the technical friction they experienced before.

The result is a site that feels both simpler and more expressive of Retold's brand.

The Outcome

Six months after launch, the improvements were visible across the entire purchase journey. The new storefront made it easier for visitors to understand the product and move toward purchase. Shoppers added items to their cart more frequently, progressed through checkout more often, and completed more orders overall. As Retold's CEO & Co-Founder puts it:

"Our new site and the modular framework have made maintenance significantly easier and cheaper than before launch. We've been absolutely thrilled with the results and continue to enjoy the benefits of our platform and redesign to this day!"