A Shopify rebuild for one of the UK's best-loved hand care brands: fast underneath, and entirely theirs on top.
Nursem's range didn't fit neatly into how Shopify works, and its mission deserved more than a standard theme. I rebuilt the store on Horizon, then built a custom Nursem layer on top, so the brand is entirely their own and the team runs it without a developer.
Nursem started on a nursing ward and has grown into a hand and skin care brand trusted by over a million customers and featured in Vogue and Marie Claire. Every order helps fund care for nurses.
The old setup made Nursem's products and promise harder to sell than they should have been.
Sizes and scents were separate products rather than variants, so one cream was spread across several listings.
Subscribing felt like an extra step on the side of the shop.
Ingredients, routines, results and reviews needed a developer to change.
I kept Shopify's own theme for the parts it does well, and built everything customers see from scratch.
Horizon runs the cart, checkout, header, footer and speed, so the base keeps getting Shopify's updates.
Product cards, product pages, collection grids and a homepage, all built from scratch for Nursem.
A stitching system that turns separate products into one page with Choose size and Choose scent. Recharge subscriptions sit in the same buy box.
Ingredients, routines, results timelines, FAQs and upsells come from metafields and metaobjects, edited in the Shopify admin. Reviews.io, Klaviyo, Google Analytics and structured data are connected.
Since launch, subscriptions are up 30% and pages load 4.5 seconds faster. The team updates products and content themselves, and subscribing is part of the normal way to buy.
Nursem's own team runs it day to day. Product content, routines and upsells all live in the Shopify admin, so changes don't wait on a developer.
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