Bella Freud.
Delivering stability while maximising scalability and creative freedom.
Bella Freud’s team needed a website that could keep pace with their growing brand. Their Magento (Adobe Commerce) platform had become cumbersome, limiting flexibility, creative control, and the speed required to adapt to market changes. They sought a solution that would:
1. Support rapid growth without compromising stability.
2. Allow in-house teams to easily update content and design.
3. Deliver a website experience as distinctive and playful as the brand itself.
The challenge was clear: migrate from Magento to a modern platform while preserving the brand’s unique identity and empowering the team to innovate.
A migration that unlocked speed, creativity, and growth.
Blubolt took Bella Freud on a journey from a restrictive Magento platform to the agility of Shopify Plus, rebuilding the brand’s digital home on Shopify 2.0. The outcome is a site that’s fast, stable, and tailored for both scale and creativity.
The migration wasn’t just about technology. It was about enabling Bella Freud’s team to take back control of their brand experience:
Creative freedom on demand. Flexible sections allow the team to adapt quickly, whether launching a campaign, refreshing collections, or experimenting with new content.
A design that tells their story. The new site captures Bella Freud’s in-store energy with interactive design flourishes, like a homepage where layered imagery reveals playful video, and a live Instagram feed that keeps the brand current and spontaneous.
Custom features that fuel brand personality. From a bespoke Gifting page and upsell gift-wrapping at checkout, to wishlists, interactive swatches, and back-in-stock alerts, every touchpoint now reinforces the quirky, irreverent spirit of Bella Freud.
Continuous innovation for journey-led growth.
The Bella Freud x blubolt partnership didn’t stop at launch. With ongoing upgrades, we’ve ensured the brand’s digital journey continues to evolve with its customers.
One standout example is instant returns with Reveni, which simplifies exchanges, reduces service overhead, and makes the post-purchase experience just as smooth as browsing. By treating customer experience as an end-to-end journey, blubolt has helped Bella Freud strengthen both loyalty and sales.
A brand experience that drives measurable growth.
Bella Freud’s new Shopify Plus site doesn’t just look distinctive; it delivers results at every stage of the customer journey:
1. +20% conversions year on year.
2. +13% new users, with a site optimised to attract and convert.
3. -10% bounce rate, keeping customers engaged longer.
4. 35% fewer customer service tickets and 17% fewer calls per order thanks to instant returns.
5. 44% increase in exchanges vs. returns, turning refunds into repeat purchases.
6. 6% uplift in Trustpilot rating, building stronger customer trust.
Joseph O’Donnell, Marketing Manager at Bella Freud, explains:
“The new site really helps us put our creative assets in the right places. It’s flexible, scalable, and allows us to tell the Bella Freud story online, something essential for a brand like ours built on storytelling.”
From first click to post-purchase, Bella Freud now has a website that reflects the brand’s originality while delivering consistent growth. By migrating from Magento to Shopify Plus and continually refining the customer journey, blubolt has empowered the brand to scale with confidence, creativity, and measurable results.
