Tragic Beautiful


Tragic Beautiful is an online leader in the Australian alternative fashion scene. The products are hand picked and feature alt, goth, metal, scene, rockabilly, punk and the undefinable. With over 100k fans, Tragic Beautiful had outgrown its old Magento website and was ready to take their online business to the next level.


Infinity provided Tragic Beautiful with a full site refresh. On the design side, the branding and logo was entirely redesigned to reposition the business as a serious online business, while still preserving their unique brand identity. The technical solution included an integrated Magento store featuring eBay, Reward Points, Gift Vouchers and more. The administration backend and processes of the system were streamlined to reduce maintenance efforts, allowing Tragic Beautiful to sell more efficiently online.