How Nuuds Built a Mix & Match Bundle Experience That Fits Their Catalogue
About Nuuds
Daryl-Ann Denner spent years showing up on people's feeds, but behind all of it was a frustration she couldn't shake. All the she wanted was to get dressed in the morning without overthinking it, just a clean tee, something that actually fit, and felt good. But the problem was nothing she found ever quite checked all those boxes. So that’s when she made it herself.
Nuuds launched in 2022 from Dallas, US, and three years later it's a nine-figure brand worn daily by hundreds of thousands, who felt exactly the same way she did.
The Challenge
Nuuds' customers are genuinely obsessed with the brand and when that happens, people naturally want more of it at once. Pajamas were the obvious place where this showed up. Customers didn't just want a pre-set pajama set, they wanted to build their own, pick a top in one colour, a bottom in another, throw in an extra piece, and get rewarded for buying more. That desire was already there without anyone pushing it. Nuuds just needed the right setup to actually deliver on it.
What they had at the time was more of a hack than a real solution. Products were placed side by side on the page to give the feel of a bundle, but the cart had no idea these items belonged together. Everything showed up as separate line items, without any grouping or structure. And every time a discount needed updating, someone had to go manually fix it in Shopify outside of the bundle entirely. For a brand moving as fast as Nuuds, that kind of manual upkeep adds up quietly until one day it's a real problem.
And then there was one more layer to this. Nuuds had built their catalogue in a way where every colorway of every style lived as its own separate product rather than as a variant under one listing. That was a deliberate call and it gave them a lot of merchandising flexibility as a brand.
But it also meant their store needed something purpose-built for how they were set up, because standard bundle tools are designed around a very different catalogue structure. What Nuuds needed was a solution that could meet them exactly where they were.
The Solution
The FoxSell team came in with one clear intention, build the bundle experience around how Nuuds already works with their catalogue. Let’s see how one of the bundles in Nuuds work:
How the Sweetheart Pajama Bundle Works
FoxSell set up the bundle with two simple slots, a Top category and a Bottom category. Each slot pulls in every colorway of the relevant pieces directly from Nuuds' catalogue, so every available option is right there for her to browse.
When she lands on the bundle page, she sees two tabs, “Top” and “Bottom”. She browses the colorways under each tab, picks the one she wants, selects her size, and adds it to her bundle. Once she has both a top and a bottom in her set, the “Add to Cart” button activates.
In the cart, FoxSell's engine quietly does its thing, it takes those individual selections and brings them together as one clean bundle entry.
She doesn't see separate line items. She sees her bundle, with her chosen pieces listed neatly underneath, like "Top - Rosette, Bottom - Ballet."
The discount applies automatically based on what she's picked. And if there are tiers, let’s say, 10% off for 2 pieces and 20% off for 4, those calculate on their own too. Hence, no manual updates are needed here.
The whole experience was built to work around Nuuds' catalogue exactly as it is, every colorway as its own product, pulled straight into the bundle without any restructuring needed.
On the other hand, where most Nuuds mobile shoppers are, it loads fast, sits front and center, and works exactly the way she'd expect it to. She doesn't have to figure anything out. The page has already done that for her.
That's the feeling Nuuds has always delivered through their products. Now their bundle experience delivers it too.
The Results
Since launching with FoxSell, Nuuds has sold a huge chunk of bundles directly through the bundle pages, bringing in around majority of revenue through bundles in a short period of time.
The bundle pages have quietly become one of the most visited sections on the entire Nuuds site. It is because of the experience finally that matched what the brand had always promised to their customers.
And behind the scenes, things got cleaner too, now discounts apply correctly every time, the cart stays accurate all the way to checkout, and nobody has to manually fix anything between orders. Overall the operations just run the way they should.
Nuuds was built for those who want to get dressed without the overthinking. Now the shopping experience feels exactly the same way, they comes in, build the set, checks out feeling good about it. That's what a bundle experience is supposed to do.
If you're a fashion brand on Shopify sitting on a catalogue that doesn't fit the standard mould, this is exactly what FoxSell was built for. The infrastructure that powers Nuuds bundle experience is ready to work for yours too!