A bedroom scene featuring a gray wood platform bed with a built-in headboard and shelving

Julian Bowen

Julian Bowen asked us to design and build a Shopify website that reflected their identity, brought together key business systems and ensured SEO continuity. The result was improved systems, flexibility and long-term scalability without disrupting existing operations.

Client Link

julian-bowen.co.uk

Services Used

KEY RESULTS.

0

%

Increase in traffic to website

0

%

Increase in new user acquisition

0

%

Increase in organic search CTR

BACKGROUND.

Julian Bowen serves homes with crafted interiors that combine quality, style and function.

Julian Bowen is a leading name in home interiors, with a reputation for combining craftsmanship, quality and innovative design. Their offering spans unique collections, specialist finishes and carefully sourced materials, serving both retail and trade audiences across the UK.

As a wholesale brand, Julian Bowen also supplies many of the UK’s biggest high street retailers including Argos, Dunelm and B&Q. This role as a trusted trade supplier made it essential that their digital presence was built to serve multiple audiences seamlessly.

With a growing need to showcase their brand online and integrate digital tools more effectively, they partnered with us to create a new Shopify site. Our aim was to deliver a bespoke, design-led storefront that reflected their identity, supported complex integrations, and ensured SEO continuity, all while keeping their existing GoB2B platform in place.

Laptop displaying a bedroom furniture website on a light gray background, following a Shopify migration for Julian Bowen.

BRIEF.

A new Shopify storefront created to support brand growth, expand online reach and strengthen customer engagement.

Julian Bowen had a clear objective: to create a non-transactional Shopify website that better showcased their brand while integrating seamlessly with key business systems. Their existing setup had reached its limits, relying on fragmented processes and legacy tools that made it difficult to scale or deliver the digital experience their customers expected.

Our task was to design and build a theme-led Shopify storefront that reflected their identity, supported complex integrations, and ensured SEO continuity, all while keeping their existing GoB2B platform in place for trade operations.

Following a discovery phase and technical review, we mapped out a solution that brought together the right functionality and integrations. The new site incorporated Halo CRM, London Dynamics and Trustpilot, alongside features like a stockist locator and digital brochure viewer.

We also migrated their product and collections, mapped key data and integrated marketing platforms like Klaviyo. The focus was on creating a scalable, future-ready digital presence that aligned with Julian Bowen’s brand vision and operational needs. This gave the brand a stronger platform to engage customers, streamline processes and expand their online reach.

HOW WE HELPED.

We delivered a theme-led Shopify store supported by custom migration and streamlined integrations with the client’s wider tech stack.

Defining the vision

We ran a design workshop with the Julian Bowen eCommerce team to refine their digital goals and shortlist suitable theme options. This process gave clarity on structure and user experience before design and development began.

Bespoke Shopify templates

We created custom templates for the homepage, category and product pages, along with other content pages and a stockist locator. Each design was fully responsive and built using Shopify’s Online Store 2.0 framework, giving the Julian Bowen team greater flexibility to manage content and merchandising without developer support.

Custom data migration

A key part of the project was the bespoke import of product and collection data. This required tailored data mapping to ensure product attributes and collections were transferred cleanly.

Third-party integrations with Shopify

We connected the new site with essential systems including Halo CRM, Trustpilot reviews and London Dynamics. We also introduced GDPR-compliant tools such as a cookie banner, and integrated marketing platforms like Klaviyo to support ongoing customer engagement.

Stockist management and digital brochures

To support their trade network, we configured a leading Shopify app to manage stockist data, integrated it with the frontend “Find a stockist” page, and added an online brochure viewer. These features strengthened both the customer journey and partner relationships.

Testing, training and launch

All work was carried out in a dedicated staging environment, integral to the QA testing of both frontend and backend functionality. We delivered staff training, implemented SEO redirects, and launched the site with a performance review to ensure a smooth handover.

Five smartphones displaying different pages of a furniture store website on Shopify for Julian Bowen

PREPARING FOR LAUNCH.

Final testing and continuity planning to safeguard performance, integrations and customer experience before launch.

In the run-up to launch, we carried out thorough testing across both frontend and backend functionality. This included validating Halo CRM, Trustpilot and London Dynamics integrations, checking template responsiveness across devices, and reviewing the stockist and brochure features to ensure it delivered a seamless user experience.

We also implemented redirects to preserve SEO continuity and minimise disruption to search visibility. Alongside this, we provided training for the Julian Bowen team, giving them hands-on experience with Shopify’s Online Store 2.0 structure. This preparation ensured that when launch day arrived, the site was stable, compliant and ready for growth.

CONCLUSION.

A non-transactional Shopify build delivered stronger systems, improved flexibility and the set foundations for long-term scalability.

Since launching in June 2025, there have been improvements in performance and acquisition. Traffic to the website increased by 11.6% after launch compared to the previous period, with a 14% uplift in new user acquisition. Organic search visibility also strengthened, with click-through rates rising by 31%, supported by clean data migration and SEO continuity.

The bespoke Shopify build gave Julian Bowen a storefront that could grow with the brand, while maintaining the stability of their existing B2B operations. The project created a seamless balance between design expression and technical functionality.

The new site also makes it easier for consumers to browse Julian Bowen’s collections, with clear product pathways leading directly to stockist websites such as Argos, Dunelm and B&Q — streamlining the journey from inspiration to purchase.

Beyond performance gains, the new Shopify store simplified management for the Julian Bowen team. By integrating third party systems such as Halo CRM, Trustpilot and London Dynamics, while adding features like stockist management and brochure viewing, the brand reduced operational friction and improved both customer and trade experiences.

Shopify’s CMS editor also makes day-to-day content changes simple, while its SaaS model, free from transactional charges, provides a cost-effective platform that scales easily — one that we also trust for our own site, proving its strength for growing content driven websites.

With scalable architecture and flexible templates built on Shopify’s Online Store 2.0 framework, Julian Bowen is now better positioned to expand reach, engage audiences and build on a stronger digital foundation for future growth.