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We had a great experience working with the Appbrew team. They are highly skilled, professional, and extremely supportive throughout the entire process. Beyond app development, they helped us plan the right strategy from the very beginning. We got a stronger kickstart because of their guidance. Appbrew is reliable, strategic, and truly invested in their clients’ success. Highly recommended!
About Overlays
Overlays is an Indian clothing brand built on bold design, strong visual identity, and a culture-led connection with its audience. From statement graphics to limited drops, the brand has grown by leaning into storytelling, community, and content that resonates with a new generation of shoppers.
As the DTC landscape evolved, the Overlays team began to rethink how customers discover, engage with, and buy from the brand. Mobile traffic was growing rapidly, content consumption was increasingly video-led, and expectations around speed, convenience, and immersion were rising. While Overlays had built a strong web presence, they saw an opportunity to go deeper.
Rather than treating an app as a secondary channel, Overlays decided to explore mobile commerce as a strategic next step, one that could bring content, community, and commerce together in a more seamless way. To do that, they needed a partner who could help them launch not just an app, but a high-performance mobile experience from the ground up.
That’s where Appbrew came in.
The Challenge: Entering Mobile Commerce Without Compromising the Brand Experience
For Overlays, the challenge wasn’t fixing a broken app, but instead it was launching the right app from day one. As the brand considered mobile commerce for the first time, the team was clear that the app had to elevate the brand, not dilute it.
They needed a mobile experience that could:
Match the brand’s strong visual language and creative direction
Overlays’ identity is deeply rooted in bold design and storytelling. The app needed to reflect the same visual depth and polish customers expected from the brand, rather than feeling like a generic shopping container.
Support content-first discovery, not just product grids
The team wanted shoppers to discover the brand through stories, videos, and community-led content, mirroring how customers already engaged with Overlays on social platforms, before moving into shopping.
Make high-consideration apparel purchases feel easier and more confident
With fit, sizing, and styling playing a major role in purchase decisions, the app had to reduce friction and uncertainty by presenting products clearly, answering questions upfront, and guiding users smoothly toward checkout.
Drive engagement and retention beyond a single transaction
The goal wasn’t just to convert visits into orders, but to build a destination customers would return to, one that encouraged browsing, repeat visits, and deeper brand connection over time.
Most importantly, the team wanted the app to feel like a natural extension of Overlays itself, not a stripped-down version of the website. That meant choosing a platform that could support a brand-first, content-led approach to mobile commerce from the very beginning.
The Solution: A Video-First, Performance-Driven App Built with Appbrew
Appbrew partnered with Overlays to design and launch a mobile app built for modern DTC behavior, providing the brand with a space where discovery, content, and conversion work together.
A dynamic video-led home experience
The app features a dynamic homepage featuring new drops and collections, along with an interactive video feed embedded within the layout. This brings UGC and brand storytelling directly into the browsing experience, allowing shoppers to engage with the brand visually before jumping into products, helping drive longer sessions and stronger retention from the start.
Clear, confidence-building product pages
Product detail pages were built to reduce friction and uncertainty. Structured layouts, size clarity, and an integrated FAQ section helped answer common questions directly within the app, making it easier for users to move from browsing to purchase.
Intuitive navigation and discovery
From collections to categories, the app was structured for quick discovery and effortless movement between content and commerce. The experience felt fast, focused, and designed for repeat usage.
A scalable foundation for growth
Behind the scenes, Appbrew provided a robust analytics and performance layer, giving the Overlays team visibility into how users were engaging with the app: what was working, where users were dropping off, and how journeys could be improved over time.
The Results: A Strong App Launch with Immediate Business Impact
From the first phase of launch, the app showed clear signs of becoming a meaningful channel for Overlays.
15% Higher retention
Video-led discovery and a smoother product journey encouraged repeat engagement, with sessions growing by 15% compared to web as users returned more frequently after their first purchase.
30% Higher Average Order Value on App
The immersive mobile experience and clearer product storytelling led shoppers to explore more deeply, resulting in 30% higher AOV on app than web.
Higher order volume driven by the app
With faster navigation and a more focused purchase flow, the app generated 13% more orders than web, turning mobile browsing into a stronger conversion channel.
App Driving the Majority of Revenue
The app contributes 54% of total revenue, establishing mobile as the primary commerce channel rather than a secondary touchpoint.
Why Overlays Chose Appbrew
For Overlays, Appbrew wasn’t just a development partner but a strategic collaborator in their move into mobile commerce.
Appbrew helped Overlays:
- Launch a mobile app that stays true to their brand identity
- Use video and UGC to drive discovery and retention
- Create clearer, more confidence-driven buying journeys
- Gain visibility into app performance from day one
- Build a scalable foundation for long-term mobile growth
Overlays’ journey reflects a broader trend: brands that are treating apps as immersive, content-first experiences, not just transactional tools, are better positioned to win attention, loyalty, and repeat business in today’s DTC landscape.
If your brand is ready to enter mobile commerce with a high-performance app built for today’s shoppers, Appbrew is ready to build it with you.
