- Rebrand
- Shopify Plus
- Design + UX
Schöffel Country combines technical performance with a long-standing connection to the British countryside. Its website needed to reflect that reputation while giving the business a simpler, more effective way to trade online. Operational issues on Magento 2, high running costs and a complex tech stack were holding the site back. We replatformed Schöffel onto Shopify Plus and created a more cohesive digital experience, bringing the brand’s story, product expertise and ecommerce journey together.
CVR increase YoY
Increase in AOV
Increase in D2C channel
The Challenge
Schöffel Country’s existing Magento 2 site had become difficult and costly to run. Operational issues and an overly complex tech stack were limiting the team’s ability to trade effectively, making a platform change an important part of the project.
The customer experience also needed to better represent the brand. Schöffel’s clothing is known for its quality and technical performance, but the website needed a clearer way to communicate those details alongside the heritage and lifestyle behind the products.
The Approach
We approached the project as both a platform change and a chance to strengthen Schöffel Country’s digital identity. The move to Shopify Plus would address the operational challenges, while the redesign would create a more dependable, intuitive experience for a broad customer audience.
Brand storytelling and product clarity shaped the design. We used imagery to bring the countryside and the clothing into focus, then considered how navigation, editorial content and product information could help customers move confidently from discovery to purchase.
“Just wanted to say how energised my team are with the quality of work and timely communication with Field and your very talented team. I’m seriously chuffed. In fact, Marcus, Nick and Stefania are ridiculously over excited. I can’t thank you enough. It’s wonderful to know that in you and your team we have an equal partner who cares SO much. As much as we do. With my very best wishes and thanks for delivering what you said you would.”
Corry Taylor
Founder
The Experience
A refined colour palette, new typography and spacious layouts give the website a more cohesive expression of Schöffel Country. Impactful imagery helps tell the brand’s story, while a clear interface keeps the experience approachable and easy to use.
We made product discovery more intuitive across navigation, search and collection pages. Customers can explore the range through clear categories and routes into the products most relevant to them.
On product pages, technical information is presented in a more visually engaging way, helping customers quickly understand a garment’s quality, features and performance. Hero products can also carry additional content blocks, giving pieces such as the Oakham Fleece Gilet space for richer storytelling alongside essential details on fit, fabric and care.
We revitalised the blog too, giving previously overlooked content a stronger editorial role within the website. It now offers another way to explore Schöffel Country’s world beyond the product catalogue.
The Solution
We replatformed Schöffel Country from Magento 2 to Shopify Plus, migrating its product and customer data and moving its tech stack without downtime. The change addressed the complexity and running costs that had been holding the business back.
The new site also supports a more flexible approach to content. Product pages can accommodate both detailed technical specifications and additional storytelling for key products, allowing the experience to reflect the breadth of Schöffel Country’s range.
Continuous Improvement
The work didn’t stop at launch. Through ongoing CRO and A/B testing, we continue to evolve the Schöffel experience, using real customer behaviour and data to identify opportunities and test new ideas.
From refining product galleries and product information to improving the details that build confidence and drive conversion, each iteration helps create a better-performing experience for Schöffel and its customers.
The Impact
The new website has improved both the customer experience and the way Schöffel Country trades online. Conversion rate is up 17% year on year, average order value is up 11%, and direct-to-consumer revenue has grown by nearly 50%.
Moving to Shopify Plus has also significantly reduced the site’s total cost of ownership. Together, these changes have made the website a stronger commercial channel and brought Schöffel Country closer to its goal of a balanced split between wholesale and direct-to-consumer sales.
