A Scalable Ecommerce Rebuild Designed to Boost Sales & Support Growth

Ellenvale Interiors had built a reputation as a trusted name in premium homeware, but their online presence told a different story. With two separate websites – one for retail customers and one for trade – they faced a fragmented digital experience that was difficult to maintain, inconsistent in its branding, and simply not equipped to support the growth they were aiming for.

The existing setup lacked the ecommerce functionality their customers expected, offered no dedicated trade portal for B2B buyers, and created double the workload every time content needed updating. For a brand competing at the premium end of the market, the disconnect between their physical presence and their digital shop window was becoming a real barrier.

A Rebuild Built For Growth

We designed and developed a fresh new site from the ground up, completely in sync with Ellenvale’s brand, aimed at boosting sales, and ready to grow.

Every bit of the site was created to keep things on brand while packing in the features needed to level up their business.

The end result? A visually stunning, easy-to-use shopping experience that works like a charm behind the scenes too.

The Challenges

Two separate websites: a retail site and a trade site running independently, creating inconsistent branding and double the maintenance workload

No dedicated trade portal: B2B customers had no streamlined way to register, log in, and access trade pricing

Limited ecommerce functionality: no product visualiser, no loyalty scheme, no favourites, and no visible shipping times, leaving customers with a basic shopping experience that didn’t match the brand’s premium positioning

No flexibility for growth: the existing setup lacked the infrastructure needed to scale, add features, or expand into new markets and currencies

Poor mobile experience: the site wasn’t optimised for the growing number of customers browsing and buying on mobile devices

Weak SEO foundations: the site wasn’t structured to perform well in search, limiting organic visibility and traffic potential

One Site, One Solution

Our goal was to consolidate both sites into a single, unified platform – one that reflected Ellenvale’s brand properly and gave them the tools to grow without the overhead of managing two separate websites.

We built a bespoke WordPress/WooCommerce site from the ground up, migrating over 800 products across 20 categories and developing a custom theme that felt authentically Ellenvale rather than off-the-shelf. The result was a visually compelling, easy-to-navigate shopping experience that works just as hard behind the scenes.

Key to the project was a dedicated trade portal, allowing B2B customers to register and access trade pricing through a streamlined, login-gated process – something the old setup simply couldn’t support. Alongside this, we introduced a bespoke product visualiser so retail customers could see how products would look in their own homes, reducing purchase hesitation and supporting higher conversion rates.

The build also included multi-currency support across five currencies, international shipping zones, Stripe payment integration, and a loyalty scheme – giving Ellenvale the infrastructure to reach and retain customers well beyond their existing audience.

With a mobile-first, SEO-ready foundation and caching optimisation baked in from the start, the new site isn’t just a better shop window – it’s a platform built to grow with the business.

If you need more enquiries, better mobile usability or an easier customer journey, get in touch to see how a professionally designed website built by Arise could help.