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Red Fox Web Technologies
Red Fox Web Technologies

Virus International

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The Brief

Virus International – an athletic performance apparel brand operating across the US, Europe, and Oceania – approached Red Fox with significant performance challenges ahead of their US relaunch. Their existing custom site was slow, heavily bloated with conflicting apps and code, and underperforming across both DTC and wholesale channels.
The business needed a stable Shopify Plus foundation, a full overhaul of email automation, and immediate improvements to paid media performance to support a fast-approaching market launch.

Our objective was clear:
Rebuild Virus’ digital infrastructure for speed, scalability, and revenue growth – without disrupting day-to-day operations.

Industry

Sporting Goods / Performance Apparel

Project

Shopify Plus Migration & Performance Overhaul

Technology

  • Shopify Plus
  • Klaviyo Automations
  • Meta Ads & Google Ads Optimization
  • SEO
  • UI/UX Enhancements
  • KPI Tracking Framework

Website

www.virusintl.com

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The Challenge

Virus International faced several critical roadblocks that were limiting revenue:

  • Site performance issues: Their custom site contained conflicting apps, unoptimised code, and poor collection structure, making product discovery difficult.
  • Heavy discount dependency: Email sales were almost entirely discount-driven, eroding margins and training customers to wait for offers.
  • Urgent US relaunch: The brand needed a launch-ready site within four days and immediate optimisation of their ad accounts to avoid wasted spend.
  • Underperforming acquisition channels: Both Google and Meta ads needed restructuring to meet US market expectations and wholesale buyers.

Despite strong global presence, the brand lacked a scalable digital infrastructure suited to aggressive US expansion.

Our Solution

We rebuilt Virus’ digital ecosystem through a three-pillar strategy:

1. Shopify Plus Replatforming

  • Streamlined and removed problematic custom code
  • Consolidated apps and optimised the core theme
  • Reorganised product architecture and collection hierarchy
  • Strengthened B2B workflows to support wholesale partners

Shopify Plus gave Virus a stable, faster foundation capable of scaling through high-traffic launches and product drops.

2. Klaviyo Email Automation & Value-Centric Messaging

  • Fully rebuilt automated flows
  • Transitioned away from discount-first promotions
  • Introduced value-led storytelling around patented fabric technology
  • Improved segmentation and lifecycle journeys

This enabled Virus to reduce discounts by 4,100% while increasing total sales.

3. Paid Ads Optimization (Google & Meta)

  • Complete rebuild of US ad structure
  • Aligned campaigns to both DTC and wholesale customers
  • Audited and optimised tracking, conversions, and landing experience

These improvements contributed to major growth in sessions and unique visitors.

Outcome

Within just four months, Virus International saw a complete turnaround in performance:

  • 5,000% increase in sales, generating more than $600,000 in revenue
  • 500% increase in sessions and 412% growth in unique visitors, driven by faster site performance and optimised ads
  • 4,100% reduction in discount usage while still increasing revenue through value-centric messaging
  • Stronger B2B operations and smoother customer journeys through Shopify Plus
  • Fully automated Klaviyo flows that lifted engagement and reduced reliance on discounts

Virus now operates on a fast, scalable Shopify Plus foundation that supports ongoing US expansion, higher margins, and long-term growth.

Your results could look like this.

Whether you’re replatforming, optimising, or scaling globally, Red Fox delivers measurable, repeatable growth.
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