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We design, build and optimise bespoke Shopify Plus solutions to elevate your brand so you grow faster.
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Bella Freud.

Synonymous with upmarket irreverence and intellectual playfulness, Bella Freud channels this into her 70s-inspired collection of knitwear, tailored suits, and dresses. Internationally renowned for her signature “word” knits, Bella Freud’s designs have a devoted following amongst the world’s style leaders, including Kate Moss, Alexa Chung, Keith Richards, Laura Bailey, and Salma Hayek.
Industry
Fashion & Retail
Website
Services
Development, Design, Optimisation, bluprint For Success
The Challenge

Delivering stability while maximising scalability and creativity.

Seeking a stable platform to scale at speed, the Bella Freud team wanted to migrate from Magento (now Adobe Commerce) to Shopify Plus. They also required greater in-house control over the website so they could adapt on the fly and have more creative input.

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The Solution

Sleek and speedy on Shopify Plus.

In migrating from Magento to Shopify Plus, Bella Freud now has a fast, reliable and ever-evolving eCommerce platform geared for growth. Shopify Plus has also delivered the in-house control and flexibility the brand required. The standardised templates created by blubolt mean that the team can quickly adapt the website to changing circumstances. What’s more, they can now unleash their creativity to reflect the spontaneous, innovative nature of the brand on the website.

Signature style: a fun and fearless theme design.

“The Bella Freud team wanted to bring their unique in-store customer experience to their new ecommerce store,” says Matt Richards, Head of Design at blubolt. “Knowing that the brand is so original and design-lead, we created a bespoke Shopify Plus theme that’s dynamic, interactive and quirky to reflect this.” This is particularly evident on the engaging homepage, designed in sections where two images reveal a video behind. Adding to the sense of individuality is the team’s Instagram feed, showing the latest news.

Pushing personality with custom features & functionality.

With new standardised templates created by blubolt, the Bella Freud team can now quickly update the website to changing circumstances. “The Gifting page is a good example of this,” says Harry Manister, Senior Frontend Developer at blubolt. “It’s a custom category page comprised of image and product sections. This design gives more variety and showcases the brand’s personality. But most importantly, it enables the Bella Freud team to be more creative and spontaneous!” Along with these design details, the team set up filters with Boost Commerce, email marketing with Klaviyo, and wishlist functionality with Smart Wishlist.

New season fashion: building on success post-launch.

Since the Bella Freud launch in 2021, the blubolt team has completed a steady stream of upgrades to ensure the brand stays at the forefront on Shopify Plus. For example, adding gift wrap and messaging at checkout for upselling, a new image carousel on the PLP, interactive swatches on the collection page, switching to Ometria for email marketing and adding Back-In-Stock functionality to create waiting lists and recover lost sales.

+85%
Increase in mobile revenue
+37%
Increase in total revenue
+7%
Increase in AOV
Before
After
The summary

BellaFreud.com: +20% conversions on Shopify Plus.

With the power of Shopify Plus and a bespoke theme from blubolt, the new Bella Freud website is now as original and quirky as the brand itself. What’s more, with their new range of custom templates, the Bella Freud team can enjoy more creative freedom in keeping with the spirit of the brand!

“Thanks to the site optimisations made in the last 12 months, we’ve seen great results year on year, for example, +20% conversions, +13% new users and -10% bounce rate,” says Joseph O’Donnell, Marketing Manager at Bella Freud. “The Shopify Plus site really helps us put our creative assets in the right places. This aids in telling the brand story, something which is essential for a brand like ours built on storytelling.”

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