G.H. Bass partnered with blubolt to migrate from Magento to Shopify Plus, creating a stable, scalable platform built for performance and growth.

The problem

Moving from maintenance mode to growth.

G.H. Bass sought a more stable, scalable platform to drive growth in the UK and Europe. Their Magento (Adobe Commerce) site had become difficult to maintain, requiring too much time for fixes instead of brand and business development. To unlock future growth, the team needed a new ecommerce foundation; one that was fast, flexible, easy to manage in-house, and capable of supporting international expansion.

The solution

Journey-led migration from Magento to Shopify Plus.

Partnering closely with the G.H. Bass team, we delivered a smooth migration to Shopify Plus, laying the groundwork for long-term, journey-led growth. Our goal was to create a platform that supported both brand storytelling and operational efficiency, empowering the team to focus on customers, not code. Built on Shopify’s Online Store 2.0, the new site provides speed, stability, and modular flexibility. Using “sections everywhere,” the G.H. Bass team can now easily mix and match banners, copy, and CTAs, enabling them to respond quickly to campaign or product updates without developer dependency.

A clean, conversion-led design.

The redesigned site puts the customer journey at the centre. A graphics-led navigation and clear menu hierarchy make it effortless for users to browse styles, while a customisable USP bar highlights what sets the brand apart: hand-stitched quality, timeless design, and original craftsmanship. To enhance product discovery and decision-making:

• Product stickers flag new arrivals and popular items.
• Discreet “out-of-stock” icons with email alerts help retain intent to purchase.
• “Quick add” functionality allows shoppers to buy directly from product listings.
• Product detail pages now feature richer content, from fit information to shoe care and detailed size guides, helping customers choose confidently and reducing returns.

This journey-focused design approach ensures that every click moves users seamlessly from inspiration to purchase.

Integration with Patchworks for scalable growth.

Post-launch, G.H. Bass wanted to scale operations and connect systems across multiple territories. We integrated the Patchworks iPaaS platform, linking Shopify Plus with Styleman, their business management software for the apparel and footwear industry. This integration delivered:

• Enhanced operational efficiency: automated workflows for inventory, orders, and financials.
• Real-time data synchronisation: ensuring accurate, up-to-date stock and order information.
• Scalable infrastructure: enabling centralised management of multiple sales channels for cross-border expansion.

Together, these improvements aligned systems, teams, and customer journeys to create a connected, future-ready ecommerce ecosystem.

The result

A platform built for performance & growth.

With a speedy, flexible, and highly customisable Shopify Plus site, G.H. Bass now has the confidence and control to focus on growth rather than technical maintenance. Since launch, the brand has achieved:

• 30% year-on-year uplift in online revenue
• 25% increase in Average Order Value
• Significant growth in traffic and a steady uplift in conversion rates

These results reflect more than a platform migration; they represent a journey-led transformation. By aligning the brand’s operations, technology, and customer experience, G.H. Bass is now well positioned for sustainable, customer-centric growth across markets.