How a Website Rebuild Drove 354% More Orders for Iconic Magazines
I led the strategy, messaging, and design for a redesigned magazine store, with a clearer shopping experience, search-focused pages, and a wholesale portal for a second audience.
Client
Iconic Magazines
Location
New York City
Scope
Ecommerce strategy, website design, content structure, search foundations, and wholesale experience.
WordPress and WooCommerce
Launch
August 22, 2026
Iconic Magazines carries more than 1,000 magazine titles across fashion, art, culture, and international publishing. They had several NYC-based brick-and-mortar stores already, but their online presence didn't match the success they were having in-person.
They needed a website that made their extensive catalogue easier to browse, promote their in-store events online to attract new partners, and communicate their main message of being the largest magazine retailer in America.
Online Store Organized Around How Users Shop
I revamped the catalog structure, navigation, and page designs around the information shoppers need. Categories and filters help narrow the range, while magazine and merchandise pages use layouts suited to their different product details.
Easier Ways to Find the Business
Product, category, and event pages give different interests a relevant place to land. Search-focused structure and content help the site explain individual issues, broader topics, and what is happening at Iconic.
Supporting a Growing New Audience
The wholesale experience gives retailers a separate route to apply, browse, and order. I planned and designed that journey alongside the consumer store so both could work within the same brand.
Results
+354%
Orders
+173%
Net sales
186
Orders recorded
In the six weeks since the new site launched, Iconic made about half of what it made in all of 2025. Orders have more than quadrupled since launch. Almost every buyer has been new in the window being measured. And, people are finding Iconic on Google more which is a testament to the SEO work.
Ready to make your website work better for the business?
Let’s look at the experience you have, what it needs to support, and where the opportunities are.
