The Task

The visual direction started from the existing Bath & More brand and a clear goal: let a large, technical range feel calm and easy to shop. Dark and light blues form the base palette, with red, yellow and green held back for the information customers need to act on, such as savings, stock and delivery. Rounded corners across buttons, cards and tags soften what could otherwise be a dense, catalogue-heavy site.

DM Sans was introduced as the working typeface for its readability at small sizes, which matters on product pages full of specifications. The original heading font, Intrinsecta, stays in the logo and is used sparingly elsewhere. Every component was documented in a pattern library before build, so buttons, swatches, flash tags and variant selectors behave the same way on every page.

A bathroom panel or a made-to-size bath rail needs more than a price and an add to cart button. Over the years the old theme had gathered a long list of one-off customisations to cover this. Before designing anything, we audited every one, documented how it worked and decided whether it belonged in the new build.

The features that earned their place were rebuilt as sections and metafields the team controls from the Shopify admin. A wall panel calculator estimates how many panels a customer needs from their wall width and the panel height. Sample products can be added straight from the product page, capped at 5 per order. Minimum order quantities, an informative RRP alongside a lower selling price, technical specifications and a back in stock enquiry form on individual variants are all set per product, with no developer involved.

With close to 3,000 products, customers need to narrow the range quickly by size, colour, finish and type. Filters are only as reliable as the data behind them, so the theme work started with the catalogue. We restructured the product data and built an expanded metafield system, which now drives the collection filters in Shopify Search & Discovery as well as dynamic content and cross-selling across the site.

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The mega menu was redesigned as five columns that present each product group at a glance, with callouts for featured ranges. Product cards now show colour swatches, sizes, savings and reviews before a customer clicks through, and a vendor logo identifies the brand. Related products appear on the product page and in the cart drawer, so customers can find matching items without starting a new search.

Bath & More wanted to reward customers for buying in volume, for adding the right accessories and, for trade accounts, for spending more. Discount Kit could run the rules, but a discount only changes buying behaviour if customers can see it before checkout. When several offers stack in one basket, customers also need to see what each one saved them.

We designed and built the front end around three offers. Reina radiator and Fibo board pages show a volume table with the price at each quantity, calculated live from the selected variant. When a customer adds a qualifying product, a popup points them to discounted accessories, and every matching offer is shown in turn. Logged-in trade customers see a progress bar towards their £20 loyalty discount on orders over £750. The basket lists each discount applied, and badges flag offers on collection pages. Every offer is set up through metaobjects, so the team can launch the next promotion themselves.

Sales figures alone can hide a falling margin, especially in a range where costs vary widely by brand and promotions run regularly. Bath & More needed reporting that showed what each month, campaign and product range actually earned, as well as what it sold.

We rebuilt the reporting around gross profit and gross margin, reported alongside sales every month. Average order value and performance are now reviewed by product type, so high and low margin ranges are judged separately and promotions can be planned around the products that earn the most. Product costs are accounted for during promotions, so every offer is measured against its true margin.

Bulky and irregular items such as baths, wall panels and radiators are expensive to ship, and delivery terms differ from one brand to the next. A customer who only discovers how and when an order will arrive at checkout is likely to leave. Bath & More needed a simplified approach to their complicated shipping requirements, in a way that was simple to maintain or update, and easy for a customer to understand. 

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Each product page has a delivery drawer that shows the right terms automatically, pulled from a single metafield. This same metafield was used to create shipping rules in Parcelify, and define delivery policies in Google Merchant Center. This ensured consistency and accuracy across all delivery touchpoints, resulting in lower cart abandonment, higher checkout completion, improved margins, more organic and agentic product visibility, and increased trust in the business.

In the first year after launch, online sales grew 36% and conversion rate rose 32%. Bath & More now has a Shopify store that explains complex products, lets customers filter a large range with confidence and shows discounts and delivery terms before checkout.

Across the whole store, the work gives the team more control over day to day trading. Product features, offers, badges and delivery terms are all managed from the Shopify admin, and reporting judges every promotion on profit as well as sales.

Selling large, technical or made-to-order products on Shopify? We build stores that explain complex products, show the real price and delivery terms up front, and report on what each sale earns. Tell us about your project.