Over the years, the teams from blubolt and Seasalt have worked well together. What we’ve developed is something tailored to our exact needs, which works perfectly in terms of we want to create with our customer experience. This has really been a key benefit of working with blubolt.

The Challenge

Delivering stability while maximising scalability and creativity.

Seeking a stable platform to scale at speed, the Bella Freud team wanted to migrate from bug-ridden Magento to Shopify Plus. They also required greater in-house control over the website so they could adapt on the fly and have more creative input.


Sleek and speedy on Shopify Plus.

In migrating from Magento to Shopify Plus, Bella Freud now has a fast, reliable and ever-evolving eCommerce platform geared for growth. Shopify Plus has also delivered the in-house control and flexibility the brand required. The standardised templates created by blubolt mean that the team can quickly adapt the website to changing circumstances. What’s more, they can now unleash their creativity to reflect the spontaneous, innovative nature of the brand on the website.

Signature style: a fun and fearless theme design.

“The Bella Freud team really wanted to bring their unique in-store customer experience to their new ecommerce store,” says Matt Richards, Head of Design at blubolt. “Knowing that the brand is so original and design-lead, we created a bespoke Shopify Plus theme that’s dynamic, interactive and quirky to reflect this.” This is particularly evident on the engaging homepage, designed in sections where two images reveal a video behind. Adding to the sense of individuality is the team’s Instagram feed, showing the latest news.

Pushing personality with custom features & functionality.

With new standardised templates created by blubolt, the Bella Freud team can now quickly update the website to changing circumstances. “The Gifting page is a good example of this,” says Harry Manister, Senior Frontend Developer at blubolt. “It’s a custom category page made up of image and product sections. This design gives more variety and showcases the brand’s personality. But most importantly, it enables the Bella Freud team to be more creative and spontaneous!” Along with these design details, the team also set up filters with Boost Commerce, email marketing with Klaviyo, and wishlist functionality with Smart Wishlist.


Color pallet




Desktop Landing

Mobile Landing


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