The Project.




Web Design



Update and relaunch an existing nightwear and lingerie brand on a new direct-to-consumer website.

The Brief.

We were contacted by Marsylka – a long established name in the lingerie and nightwear sector. Their business designs and manufactures clothing for the mid to senior market and prides themselves on comfortable sleepwear and underwear that retains that perfect balance of style and value. Their main route to market is through their B2B customers which include most of the main players in the 50+ fashion retail segment, who sell both online and through high street stores.

The brief we discussed was to bring not one, but two of their brands to life with a direct-to-consumer offering. The brands would sell exclusively online although this would be complemented by an additional marketplace channel. First up was Marlon, a brand already known, but not available direct. Upon sitting down and reviewing the current brand, presentation and messaging we decided as a team with the client that both brands needed a bit of a refresh. At this point we called on our friend Fliss at Honest Folk who we have previously worked on other projects, including our redesign work for ABL. Fliss spent time really getting under the skin of the brand, the product and importantly the customer and was able to really hone in on how we should best present this brand online. With a fresh new look agreed it was then over to us. 

The discussion about the website had already defined Shopify as the platform of choice. Thanks to the design guidelines provided by Honest Folk the look and feel of the website itself was made very straightforward. Some of the key work was in taking the legacy product data, and then then augmenting it with additional data in order to drive the front end user experience. We also added the Pagefly page builder app in order to product more interesting content pages to better illustrate some of the heritage of the brand and the history of the wider Marsylka business.

Since launch in late 2021 the brand has grown to be a significant contributor to online sales. We continue to be involved managing the paid search channel and supporting with email marketing, onsite content and overall marketing strategy. Soon we’ll also be launching the second brand to complement Marlon.


  • Collaboration with Honest Folk (brand agency).
  • Translate product data from legacy system to Shopify.
  • Work to define the audience, profile and update an existing B2B brand to move D2C.
  • Work to define new photography direction.
  • Recently launched, now working with the brand to drive sales.
  • Next stage to create a second website for another direct to consumer brand.

How We Did It.



Website built on the Shopify platform with integration to Mailerlite, Google & Facebook Shops.

Brand Definition

Work with brand specialist to define brand & message.

Page Builder

Use of page builder app to create custom content pages.

Email Marketing

Integration with Mailerlite to enable automated journeys.


Ensure website is optimised for organic search.

Client Feedback.

pjm:digital have created a fantastic website for our main nightwear brand & is currently working on one for our sister brand. He is great to work with; collaborative on initial concepts and willing to listen and incorporate our ideas. From the initial stages he explained the process in detail and was very supportive to website newbies. I feel very confident now that I can manage & grow the website with ease. Phil's hard work with the SEO has been amazing, our orders are growing day by day! Working with Phil & Fliss@Honest Folk on our rebrand, marketing and website has been a great experience with visionary professionals and we would highly recommend their services to all.