Ecommerce for a New Era

Ecommerce for a New Era

Headless technology enables British company’s online storefront to flexibly showcase seasonal, highly limited, pre-order-only cycling lifestyle apparel that unites art and sustainability

LONDON, UK and AUSTIN, TX – Oct. 17, 2022 – BigCommerce (Nasdaq: BIGC), a leading Open SaaS ecommerce platform for fast-growing and established B2C and B2B brands, today announced the launch of British cycling lifestyle brandKostümeon its platform to sell innovative, limited-edition cycling apparel and accessories. BigCommerce’sheadless technology equips Kostüme with the flexibility to rapidly transform its online storefronts to exhibit exclusive, small-batch seasonal apparel created with exclusive artist collaborations that combine performance, comfort and utility.

The launch comes at a time of growth and transformation for cycling and art. In 2020, the U.K. reported the highest level of cyclingon record, accelerating a trend of increasing diversity in the sport. With the cycling apparel industry projected to be worth $5.7 billion by 2025, Kostüme responds to both trends with exceptional content and modern technology that empowers artists to share their work in new mediums, whilst allowing a diverse new generation of riders to express themselves.

“Kostüme was founded to disrupt the status quo in an industry that disproportionately focuses on hardcore technical racewear. By developing uniquely stylish, durable and highly functional products, our aim is to help a diverse new generation of cyclists to express themselves however they choose to ride,” said Kostüme founder and CEO Ed Bartlett. “Achieving this ambition would not be possible without BigCommerce. Development often requires choosing between a cookie-cutter solution, or a large, expensive team. BigCommerce offers the best of both worlds, with the flexibility to create a truly bespoke experience without needing a large development team, and the scalability to support our growth. You can only build a brand once, and BigCommerce ensured that this vision was possible from day one.”

Due to its highly seasonal business model, Kostüme required more than a one-size-fits-all ecommerce solution. Selling on a made-to-order basis effectively meant zero inventory and required a custom back-end solution. Bartlett and his team partnered with digital solutions agencyLike Digital & Partners to build a robust yet agile ecommerce website that could rapidly scale to both showcase each new collection and set a benchmark for creativity.

“Like Digital & Partners was proud to partner with Kostüme to create a custom tech stack anchored in BigCommerce’s headless infrastructure that gives designers the agility to seamlessly tailor its site’s aesthetic in accordance to seasonal themes and promotions,” said Richard Mogendorff, chief digital officer at Like Digital & Partners. “The scalability and ecosystem of BigCommerce’s partner apps are strong enablers that support Kostüme’s long-term business trajectory.”

Each new Kostüme collection features unique artwork commissioned from world-class artists, with the apparel made entirely in Europe using premium recycled materials. Its first release, #Edit001, recently launched for pre-order and features a collaboration with multi-award-winning UK op art duo, Kai & Sunny. Known for their mesmeric, hand-painted line works, their style echoes the energy, colours and movement experienced while cycling.

“Kostüme is an innovative British brand with a unique model that is changing the cycling apparel industry, something in which we’re extremely proud to play a part. BigCommerce helps companies achieve their vision for and at all stages of growth, offering the flexibility needed to create powerful and custom online storefronts,” said Jim Herbert, senior vice president and general manager of EMEA at BigCommerce. “As a patron of the British Fashion Council, BigCommerce is passionate about the potential of ecommerce to drive the UK fashion industry forward and to help UK fashion retailers leverage the power of our Open SaaS solution to drive efficiency, agility and sales.”

To learn more about BigCommerce’s headless commerce solutions, visit

BigCommerce (Nasdaq: BIGC) is a leading open software-as-a-service (SaaS) ecommerce platform that empowers merchants of all sizes to build, innovate and grow their businesses online. BigCommerce provides merchants sophisticated enterprise-grade functionality, customization and performance with simplicity and ease-of-use. Tens of thousands of B2C and B2B companies across 150 countries and numerous industries use BigCommerce to create beautiful, engaging online stores, including Ben & Jerry’s, Molton Brown, S.C. Johnson, Skullcandy, Solo Stove and Vodafone. Headquartered in Austin, BigCommerce has offices in London, Kyiv, San Francisco, and Sydney. For more information, please visit or follow us onTwitter,LinkedIn,Instagram andFacebook.

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Founded in 2020 and based in Bristol, UK, Kostüme is an innovative outdoor lifestyle brand, making limited edition cycling apparel and accessories that combine performance, comfort and utility with exclusive artist collaborations and an obsessive focus on sustainability.

Responsibly made in Europe using state of the art materials, Kostüme products are sold direct to customers in small batches known as Edits. Combined with Kostüme’s pre-order model, this progressive approach guarantees significantly reduced waste and environmental impact without limiting ultimate growth potential, and is just one part of a ‘Planet First’ commitment.

Established to support artists and advance the art of technical apparel, Kostüme is committed to showcasing the diversity and positive benefits of cycling lifestyle and culture from beyond the peloton.

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