Case study: Bringing interior design’s best-kept secret to new customers

[ Client ] Mylands

[ Platform ] Shopify Plus

[ Tech ] Yotpo

For Mylands, an engaging and emotional website on Shopify Plus that could tell a colour story was essential.

Britain’s oldest family-owned and run paint and polishes manufacturer, Mylands, was established in 1884 and continues to operate in Lambeth, South London. Originally, Mylands was supplied to trade business only and was a much-loved choice for set designers.

As Mylands looked to make a transition to D2C, it was clear the digital experience for consumers needed upgrading to reflect the knowledge, experience and premium nature of the brand.

Mylands was awarded a Royal Warrant in 1985, so our design had to sit comfortably with a brand rich in heritage and proud of its quality product but that could relate to a modern audience.

Propeller worked to create a versatile landing page format using Shopify Plus and Yotpo, truly utilising the breadth of tools available on the platforms.

With thousands of products, we expanded pages to include as much information as possible without being too cluttered or noisy.

Work completed on navigation and filtering meant customers were able to narrow down their search to effortlessly find exactly what they needed. It was as close to replicating an in-store experience as we could get.

This new D2C approach resulted in:

• Mylands’ conversion rate stayed consistently above 3%
• Traffic growth of 30%
• Sales doubled within the first six months of the site going live.
• Average order value increased by 31%
• A total sales growth of 45%.

• A showroom built on Shopify Plus.
• Editorial style sections with strong eCommerce UX. 
• The ability to browse by room type.
• ‘House of Colour’ – engage with a breadth of examples of how to for coating your home in the most recent collections. 
• Expansive product details pages offer full treatment advice and inspiration galleries. 

As a long-standing Shopify Plus agency in London, we’re no strangers to building beautiful ecommerce stores. Our team works with you to design and develop scalable Shopify stores that meet your needs, and deliver what your customers want.

Our Shopify team creates a unified space that’s simple to maintain yet powerful and engaging for customers. With our knowledge of bespoke builds and theme customisations, you can showcase product knowledge and striking imagery without the clutter – you can let us worry about the details.

Build your Shopify ecommerce store for an optimal customer journey to transform strategic objectives into commercial success with our specialist Shopify production team.

Because we’re a certified Shopify Plus agency, understanding the ecosystem of this market-leading platform is second nature to us. Our specialist Shopify Plus UX team can guide brands through complex migrations, build bespoke storefronts for D2C and B2B business, and evolve the customer experience with flexible loyalty, communication, and personalisation programmes.

Design flexibility, seamless app integration, scalability and top level performance are just a few reasons to choose Shopify Plus. One great reason to choose Propeller as your Shopify Plus agency is our innovative use of Shopify’s extensive tools. From the coding that creates special offers to streamlining tech stacks, there’s nothing we can’t tackle on Shopify Plus.