Transforming Criminal Damage/BOY London with a Scalable CMS

Criminal Damage and BOY London, two world-renowned fashion labels with a legacy of streetwear innovation, were operating on POWA CMS — a platform not designed to meet the needs of modern eCommerce. With limited flexibility, poor user experience, and a lack of integration capabilities, the brands were being held back from reaching their digital potential.

Flux Media led the entire migration process from POWA CMS to a more robust, scalable, and eCommerce-ready platform. We partnered with Jellywall, a dedicated development team based in Birmingham, to handle the technical buildout while ensuring seamless collaboration across teams.

Our team meticulously populated all product data, set up product categories, implemented tagging systems, and restructured merchandising flows to align with brand goals and shopping behavior analytics.

We developed and launched one of the first custom Instagram-integrated homepage features of its kind — a live scrolling feed that dynamically synced with the brand's Instagram page. This not only boosted social proof but significantly increased user engagement on the site.

Flux Media implemented a performance-focused email marketing strategy using ActiveCampaign. From welcome sequences and abandoned cart flows to exclusive drops and style edits, we helped both brands increase conversion rates and deepen audience retention.

We supported digital growth with managed influencer partnerships, content strategy, and UGC collaboration campaigns — ensuring both BOY London and Criminal Damage stayed front-of-mind for global streetwear audiences.

- Full migration from POWA CMS to a modern, scalable eCommerce platform
- Integrated and fully merchandised product catalog with dynamic filters and collections
- One of the first Instagram feed features of its kind implemented on the homepage
- Improved email open and conversion rates via automated campaigns
- Expanded influencer network and increased social engagement

Through strategic technology upgrades, dynamic content integration, and multi-channel digital marketing, Flux Media helped bring two iconic fashion labels into a new era of online excellence. With a modern platform in place and strong audience engagement channels, Criminal Damage and BOY London were set on a clear path for scalable growth.