Bátur Amsterdam is a women's fashion brand founded in 2024 by sisters Candace and Nicky Scheepstra — built on a shared love of tomboy chic style and a belief that modern women deserve a wardrobe that works as hard as they do. MerchantUp built their complete Shopify store from Figma to live, using Dawn as a base with fully custom Liquid development throughout.
Visit baturamsterdam.com ↗Bátur started at a kitchen table. Sisters Candace and Nicky Scheepstra — both leaving stable careers behind — sat down with a shared conviction: modern women needed clothing that blended cool and chic without having to choose between them. They called it tomboy chic.
The brand name comes from the Icelandic word for "the ship" — rooted in the Scheepstra surname and carrying a maritime theme through every collection. Each drop represents a destination: New York, Cape Town, Copenhagen. The store isn't just selling clothes — it's telling a story about where you're going.
By 2024, what started as sketches had become a real brand with a real audience and a Figma design ready to be built into a live Shopify store. That's where MerchantUp came in.
Left her previous career to co-create a brand that reflects how real women actually dress — combining practicality with style that doesn't try too hard.
Driven by a passion for fashion and a clear vision of what was missing in the market — pieces that move from a busy workday straight to an evening out, effortlessly.
One of the defining features of Bátur's brand is that every collection represents a destination. This isn't just a naming convention — it shapes how the entire store is structured. Collections need to feel like places, not just product grids. The store architecture had to reflect that storytelling approach while staying fully functional as an ecommerce platform.
We built the collection template system to support editorial-style storytelling per destination — custom banner layouts, collection-specific colour themes, and styled product grids that reflect the mood of each city — all fully editable in the Shopify theme editor without touching code.
A complete zero-to-live Shopify store — Dawn as the foundation, custom Liquid code throughout, built exactly to the Figma spec.
SEO 100/100 on both devices — a perfect score. Every page is structurally correct from day one: heading hierarchy, meta tags, canonical setup, image alt text, schema markup, and clean URL structure all in place. Bátur can rank from the moment it launched.
Accessibility 100 mobile, 96 desktop — near-perfect. The store is fully usable for visitors with assistive technologies, across both devices. This matters both ethically and commercially — accessible stores rank better and convert more inclusively.
Performance 81 desktop, 67 mobile — honest scores for a fashion brand with high-resolution lifestyle photography. The mobile score is primarily driven by large hero images, which are essential to Bátur's storytelling aesthetic. These scores are consistent with comparable fashion brands at launch and improve over time as image delivery is refined with next-gen formats and better CDN caching.
The priority on a brand-new fashion store is always: correct SEO foundation first, beautiful experience second, speed optimisation ongoing. Bátur launched with all three in motion.
"We came to Faizan with a Figma design and a dream — and he delivered a store that exceeded both. Every section was exactly as we designed it, the store went live on time, and the whole experience was smooth from start to finish. As a new brand, having a store we're genuinely proud of makes all the difference."
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