BuddyBrands

The store converted well. What sat underneath it was the problem.

• Page-builder weight

  Replo and old PageFly code had piled up over several rounds, so pages were slow and small changes were expensive.

• Markets couldn't work

  The page builder controlled currency display, so products that should have been hidden in a region showed as sold out. The US ran on a second store.

• One brand's theme

  SneakerBuddy, SizzleBuddy and PawBuddy were already selling, with more planned, on a theme built for BootBuddy alone.

A copy of the old theme would have needed reworking within the year, so I built one theme that knows which brand you're in. Sales were strong, so the switch couldn't interrupt trading.

1. 01

   The brand layer

   Each brand carries its logo, colours and URL in metafields. Every page, collection and product is assigned a brand, and the header, buttons and menu follow it. A tab bar keeps all four brands one click away.

2. 02

   Landing pages

   Each brand has its own landing page, led by its hero and best sellers, with the other brands further down. Adam Bishop designed them in Figma while I built the architecture.

3. 03

   Product pages and the cart

   Four product page templates, one per brand. A slide-out cart with a progress bar to free UK shipping at £30 and express at £50, and brand tabs for upsells the team picks themselves.

4. 04

   One store for every market

   With Replo gone, Shopify Markets could do its job. I folded the US store into the UK one, with US product templates and Orbe geo-location, ready for the EU.

Real-user data from Google's Chrome UX Report puts the phone experience at 1.5 seconds to largest contentful paint, 113 milliseconds interaction to next paint and zero layout shift. The site passes Core Web Vitals on phone and desktop.