Luxury Furniture Brand - £1.8M Annual Revenue, +125%.
Custom Shopify B2B build for a premium Yorkshire furniture brand selling high-value products to retail and trade customers.
Ecommerce-supported sales
Year-on-year uplift
B2B account flows
Custom theme and B2B UX
The challenge
The brand sold high-value furniture to both retail and trade customers. The problem was not simply taking orders online; it was presenting a complex catalogue clearly, supporting trade buying behaviour, and making expensive products feel considered rather than transactional.
The old site made internal teams work too hard. Product information was difficult to maintain, trade enquiries were not routed cleanly, and customers had to contact the team for details that should have been available in the buying journey. That created friction for buyers and repetitive admin for the business.
Success meant building an ecommerce experience that could support retail customers, interior designers, and trade buyers without turning the site into a maze. The store needed better product structure, cleaner enquiry flows, stronger trust signals, and a theme the team could manage themselves.
The approach
Discovery and audit
Discovery focused on the different buyer types rather than just the platform. Retail customers needed confidence and visual clarity. Trade buyers needed account context, repeatable product information, and a faster route to enquiry. That difference shaped the theme structure and content model.
Platform and architecture
Shopify was a good fit because the operational team needed a manageable admin and the catalogue did not justify Magento's ongoing overhead. The build used Shopify 2.0 sections so content, featured collections, product education, and trade messaging could be edited without code.
Build phases
The first phase rebuilt product and collection architecture. The second focused on trade journeys: account messaging, enquiry flows, and clearer routes from product interest to conversation. The final phase handled speed, tracking, QA, and training so the internal team could keep momentum after launch.
Performance and conversion
The theme was built mobile-first with cleaner templates, tighter image handling, and conversion-focused product content. Tracking was set up so retail and trade behaviours could be separated, giving the brand a better read on which journeys were driving revenue and which needed more work.
The results
The project supported £1.8M in annual revenue and a 125% uplift by making the site work better for both retail and B2B journeys. The commercial win was not one feature; it was removing friction from every part of the buying path.
The team also gained more independence. Content, product education, and trade messaging could be updated through Shopify sections, which reduced reliance on development for day-to-day merchandising and campaign work.
What did not go perfectly
Some deeper B2B account features were held back intentionally. The first priority was proving the journey and cleaning up product structure before adding complexity that might not be needed.
Project gallery
Screenshots and project visuals from the build, optimisation, or platform work.
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