Ellenvale Interiors
Layering the Foundations for Growth: Ellenvale Interiors’ Journey from WooCommerce to Shopify
Ellenvale Interiors is a fast-growing UK interiors brand specialising in cushion covers, cushion combinations and soft furnishings. Founded five years ago by Annie Johnson, the business has scaled from a start-up into a multi-million-pound ecommerce brand, with strong momentum across both direct-to-consumer and trade channels.
Their need.
- Migrate from WooCommerce to Shopify
- Align the storefront with the brand’s “affordable luxury” positioning
- Transition informal trade sales into a native, structured B2B portal
- Strengthen international performance
Their challenges.
- Slow site speeds, rigid backend architecture, and technical instability that restricted conversion rates and generated fear of breaking the site when making routine updates.
Our response.
- Migrated to our bespoke Shopify theme to deliver high-speed, mobile-optimised store compliant with Core Web Vitals.
- Leveraged native Shopify Plus B2B functionality for trade customer sign-ups, manual approval pipelines, locked trade catalogs (excluding insert SKUs), and automated threshold enforcement.
- Built cushion combos as standalone products with parent-level colour grouping metafields, visual fabric swatches, and automated Mintsoft inventory-sync dependencies to protect stock integrity across all channels.
- Configured dedicated US market subfolders, operating on fixed GBP pricing (minus UK VAT) and integrated DDP tax/duty calculations at checkout.
- Created target shipping profiles to automatically restrict duck-feather inserts for international/trade orders, alongside a dynamic checkout countdown timer for UK next-day delivery cut-offs.
- Implemented Judge.me to store reviews natively on-platform, improving sitespeed and SEO.
- Configured native integrations for Klaviyo (email/SMS/back-in-stock alerts) and marketplace connectors for Etsy, Faire, Pinterest, Meta, and TikTok.
