How Propeller Grew Cleva’s eCommerce Sales

Cleva designs, manufactures and sells high-performance vacuum cleaners, garden power tools and home & outdoor appliances under brands including Vacmaster® and LawnMaster®. As an original equipment manufacturer (OEM),

Cleva controls the full product lifecycle from design and manufacturing through to sales and after-sales support, serving both domestic consumers and professional users.

With a broad product range spanning wet & dry vacuums, robotic mowers and outdoor equipment, Cleva competes in a highly technical, highly competitive retail category where trust, clarity and performance all directly impact conversion.

Cleva already had a direct-to-consumer website, but they had outgrown the limitations of their existing Shopify theme and needed a more sophisticated digital experience. The new site had to communicate the technical quality of their products in a way that felt clear and accessible to consumers, while also helping the brand compete with established retail and marketplace players.

At the same time, it needed to support the full customer journey, from discovery and purchase through to after-sales support, while creating a strong foundation for SEO-led growth across a large and expanding product catalogue. In short, Cleva needed a platform that could do the heavy lifting across conversion, content, trust and long-term customer relationships, not just look good.

To support Cleva’s next stage of growth, we designed and built a new digital experience around one core principle: making complex products feel simple, premium and trustworthy.

The starting point was rethinking how products are presented online. Instead of standard e-commerce listings, we developed rich, content-led product pages that combine long-form copy, visual storytelling, specifications and buying guidance. This approach helps customers clearly understand how products work in the real world, while also creating strong SEO opportunities for high-intent searches across Cleva’s expanding range.

From a design perspective, the site was crafted with performance and clarity in mind. Inspired by the clean, minimal feel of leading consumer technology brands, the UX and UI place strong emphasis on hierarchy, simplicity and clear conversion pathways, making it easy for customers to move from discovery to purchase, even when navigating more technical products.

We also made Cleva’s strong after-sales support a central part of the experience. A dedicated Product Support Hub provides customers with easy access to manuals, warranties, FAQs and troubleshooting resources, reinforcing trust while supporting customers long after their initial purchase.

Alongside the design and build, SEO was embedded into the platform from the outset. Through a carefully structured content architecture, category-level keyword targeting and strong technical foundations, the site was built not only to convert visitors but to support long-term organic growth across Cleva’s full product catalogue.