Improving a growing brand’s e-commerce site



Astral is a retail brand with a growing presence. As the company is growing from just specialty kayaking gear to also offering everyday footwear, they needed a new website to organize information, simplify online shopping and promote their products—all while keeping the voice and passion of an adventurous, outdoor lifestyle brand.

A new, interactive website with streamlined shopping features would position Astral for new markets and a nationwide reach.

Our Solution

+ Brand Positioning & Development
+ Website Design & Development
+ Strategy Recommendations



A-LINE rose to the challenge of meeting Astral’s need for a large, complex site that supports not only the brand and its passionate fans, but also provides a full online shopping experience. We flexed our talents to supply Astral with an intuitive content management system, custom programming, and full e-commerce support—all in a custom website that is mobile-responsive. The resulting site is a streamlined, easy-to-navigate site that appeals to expert users and new shoppers alike.

We’ll admit it – as outdoor adventurers ourselves, we had quite a bit of fun working on the Astral site. And you’ll spot several A-LINE employees sporting Astral’s shoes. But we think it’s our shared passions with our clients that help us put our best efforts into sites like this. We built a site for Astral that we’d like to use ourselves.


"I want to tell you that I am really impressed with your operation. I've heard nothing but good things from my team in regards to working with A-LINE. I can see the quality of work is high--and for that I am very thankful. In my opinion, it's a good start to what should be a long-term, mutually beneficial relationship."

Philip Curry - Founder/CEO, Astral


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