Creative, Data, Search, Technology
Strength in restraint, power in simplicity. A thought-provoking take on the Australian wardrobe, SABA is defined by superior tailoring + modern simplicity.

Founded by Joe Saba in 1965, SABA is guided by the principles of improvement + innovation, drawing its strength from this country's vibrant cities and innovative architecture and design. The SABA philosophy is upheld in the beauty of their lines + the confidence of their cuts. Every garment is infused with the integrity + passion of the SABA name.

For over 50 years, APG & Co. has curated a collection of Australia’s great fashion brands. Their purpose is to grow these brands and guide their evolution to be at the forefront of Australian fashion. As a custodian for Australian fashion, their role is to celebrate their heritage and to allow their brands to express themselves in contemporary, relevant and authentic ways. They are proud of their achievements to date and relentlessly strive for continual success in the future. They have an unwavering commitment to design and quality across all aspects of their business. this commitment, when coupled with their creativity and passion allows them to bring great brands to life in engaging and surprising ways.

Overdose. was selected by APG & Co. to bring their digital vision to life. With a focus on delivering a truly customer-obsessed experience, our team leveraged cutting-edge technology to design and build a custom website unlike any other. Utilizing headless architecture and a combination of commercetools Frontend and commercetools, combined with the omnichannel capabilities of Comestri and Omneo, we created a one-of-a-kind site that offered a seamless and effortless user experience. This innovative approach empowered the APG & Co. team to work faster and more efficiently, freeing them from the constraints of traditional website architecture. The result was a truly unique and functional website that perfectly reflected APG & Co.'s values of creativity, resilience, and quality customer experience.


APG & Co. streamlined their e-commerce operations with the help of Overdose. By integrating commercetools/commercetools Frontend with their existing systems, they achieved seamless data syncing and improved team efficiency.

The integration with marketing platforms, Nosto, Algolia, and Klaviyo, has provided customers with relevant information, including product details, inventory levels, and order statuses, all while delivering a high-quality user experience. In turn, APG & Co. experience enhanced e-commerce operations.
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Multiple Integration issues with 3rd Parties

APG & Co. partnered with Overdose. to implement a headless e-commerce solution utilizing commercetools Frontend technology. The project faced challenges with the integration of payment gateways such as Adyen, Afterpay, Klarna, Paypal, Algolia, and Nosto. Additionally, the complexity of various website workflows presented obstacles to delivering the project within the desired timeline. Despite these challenges, the Overdose. and APG & Co. teams worked together to find solutions and ultimately deliver a successful outcome.


The delivery of the website utilizing the new "Headless" technology with commercetools Frontend presented challenges, particularly in the integration with various systems such as Adyen, Paypal, Algolia, and Nosto. Overdose's development team worked tirelessly to debug, investigate, and test potential solutions while also engaging in ongoing discussions with commercetools Frontend support to find the best course of action. Through perseverance and collaboration, the team was able to overcome the challenges and deliver a successful project for APG & Co.

Nascent Technology

The Overdose. team worked closely with APG & Co. to implement a "Headless" website, leveraging the commercetools Frontend technology stack with a portfolio of MACH-aligned services. As a first in Australia utilising many of these technology patterns, the team worked on a path of continuous improvement to localise the solution to market. Working in deep collaboration with commercetools Frontend team, we were able to overcome these challenges and deliver a best-in-class eCommerce solution across the group of brands.


The implementation of new technology in a project can bring both opportunities and challenges. To ensure a successful outcome, it's essential to have a clear understanding of potential risks and have a plan in place for addressing them. In the project with APG & Co., the team was aware that working with new technology would present unexpected hurdles, but with a proactive approach, they were able to navigate these challenges effectively. A steering committee was established to keep the project on track, and with the support of technology partners and the allocation of resources, they were able to resolve any issues that arose and achieve their goals.

"Embracing the MACH principles, we set on a Headless journey with Overdose. and didn't look back. Revitalising our website was a key priority as we looked for the right foundations to bring our brand to life to our customers. With the freedom of selecting our own tools and services, we completely rethought the way we managed and use our product, price, inventory and order data across all our channels. We opted for API-driven integrations to enhance performance, reduce latency and ensure data integrity between our systems so our teams can focus on telling our brand story and provide our customers with the best online services."
Carina Micheal, Group Head of Technology
- APG & Co.


For the purpose of streamlining business operations and managing three websites efficiently, APG & Co. and OD elected to adopt a headless approach utilizing commercetools Frontend technology. This allowed for a consistent experience when switching between websites while maintaining each site’s unique design and identity.

A key objective for the SABA website was to highlight all the unique features of each garment. This could include the European fabrics, fit information or styling tips from the SABA designers. The design implemented included a detailed product information block, product callouts on the category page and feature highlights positioned between the product images.

The focus was on highlighting Saba’s versatility, from workwear to weekend wear, throughout the customer journey, including content blocks on the homepage, category grids, and product pages. The brand caters to both men and women, so the team approached this by splitting the homepage hero banner into two sides, using a mix of both male and female model shots, and category blocks throughout the site.

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