WatchHouse partnered with blubolt to transform their online store into a premium, high-performing Shopify 2.0 ecommerce platform.

The problem

Translating the in-store coffee experience into a best-in-class digital journey.

The WatchHouse team had already perfected the art of modern coffee in their cafes. The challenge for blubolt was to bring that same level of craft, provenance, and modern aesthetic to their online store with a new design on Shopify 2.0. To achieve this, WatchHouse needed a new website that could:

• Deliver a premium, mobile-first customer experience across the full journey, from first impression to checkout.
• Showcase store locations and brand storytelling in a way that mirrors the richness of their in-store experience.
• Improve speed, performance, and in-house flexibility to support ongoing business growth.

The solution

A Shopify 2.0 redesign built for premium brand storytelling.

Our approach was to craft a digital experience that would feel as refined as WatchHouse cafés while supporting a seamless customer journey online.

• Premium design system: Unique layouts featuring a strong use of typography, photography, video, and space created a clean and high-end aesthetic while keeping the path to purchase intuitive.
• Dynamic storytelling: Progressive loading states and animations, horizontally scrolling parallax coffee profiles on the homepage, parallax banners and storytelling captured WatchHouse’s craft and energy.
• Smarter locations experience: With 19 distinct cafés, the locations page needed to showcase individuality while helping customers find their nearest WatchHouse. We designed a bespoke hub powered by Mapbox, featuring IP detection and city search functionality, to ensure users could seamlessly connect their digital and physical journeys.
• Tech integrations for growth: A carefully considered tech stack, including Klaviyo for lifecycle marketing, Recharge for subscriptions, and Shopify Search & Discovery for improved product discovery and filtering, was implemented to support long-term, journey-led growth.

The outcome is a site that not only reflects the premium brand but also guides customers smoothly through every step of their digital journey.

The result

A digital transformation delivering measurable growth.

The new WatchHouse.com has successfully extended the brand’s signature experience into ecommerce, combining aesthetic excellence with commercial impact:

• +25% increase in sessions
• +45% uplift in conversion rate
• Award recognition: Honorable Mention from Awwwards and Special Kudos from CSS Design Awards.
• Stronger control: The WatchHouse team now has the flexibility to adapt and grow its digital channel in-house.

In short, WatchHouse now has a Shopify 2.0 site designed for journey-led growth: a platform that looks beautiful, tells their story with impact, and delivers tangible commercial results.