Billionaire Boys Club

Billionaire Boys Club was founded in 2003 by Pharrell Williams and NIGO, and two decades on the brand still sits where streetwear and music culture meet, with the ICECREAM line alongside and collaborations running from the New York Yankees to Eddie Bauer. The European store at bbcicecream.eu serves the UK and EU on Shopify.

The engagement sat inside a full rebuild programme for the European store, distinct from the brand's global store, and a relaunch puts accumulated search equity at risk unless somebody owns the detail, so the brief was to own it, audit what existed, specify what the new build had to carry, and ship early whatever could be shipped.

The most important decision came first. This was a theme update on the same store, so not a single existing URL handle would change, because a store that re-indexes cleanly after a big lift is the exception and there was no reason to accept that risk. With the client and the design agency mid-redesign alongside us, our advice was to change less, and to protect everything the store had already earned.

The store was then crawled end to end, the URL inventory built, and Search Console verified at domain level through a DNS record that went live within about fifteen minutes of the instruction being sent. The metadata review covered 1,793 product pages, 91 collections and 60 content pages, delivered as templates the brand's team could apply, alongside a schema crib sheet handed to the design agency before its build began, setting out what the new theme had to carry technically, and a brand language guide so the search writing sounds like the brand.

The market structure was mapped precisely, one European store on market-level subfolders with the UK as the default and dedicated paths for France, Germany and Spain, replacing an inherited setup where the language annotations pointed at the wrong places and no reciprocal signals existed between the European and global stores.

The redirect system was rebuilt on Shopify's native redirects, because native redirects follow a product across every market URL and an app's do not, with the redirect table loaded while products were still live so each one sits dormant and fires the moment a product comes off. Every redirect points at the parent collection, never at a successor product, because successors get discontinued too and redirect chains compound invisibly.

The project ran inside a multi-agency programme, the brand's European ecommerce team, a design agency, the incumbent developers and a programme-managing consultancy, with our workstream tracked on the shared board, four batches of design reviewed for search as they landed, and the advisory running continuously in the shared channel on redirects, indexing and sale collections that turn over fastest and lose equity when a redirect lags.