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We partnered with Fells & Fleece to develop their brand identity, create high-end product photography, and launch a fully optimised Shopify store in just three weeks. From luxury-led design to conversion-focused features, this project showcases what's possible when storytelling and performance go hand in hand.
Client: Fells & Fleece
Platform: Shopify
Timeline: 3 weeks
Services: Brand Development, Shopify Onboarding, Conversion Optimisation, Product Photography, Channel Integration
The Brief
Fells & Fleece is a new British brand specialising in luxury sheepskin rugs and covers. Ethically sourced from high-welfare farms in Yorkshire and Cumbria, the product line is designed for both indoor and outdoor living. The vision: to craft a digital experience that reflects the heritage, sustainability, and comfort of the brand—while maximising performance and conversion from day one.
Our Approach
We built the Shopify store from scratch using the free Craft theme as a foundation. Our focus was on speed to market, storytelling, and conversion rate optimisation (CRO)—from the homepage right through to checkout.
Brand Development & Content
We worked closely with the founders to create a distinct brand identity rooted in British craftsmanship and natural luxury. This included:
- Tone of voice: Evocative copy centred on heritage, warmth, and natural comfort.
- Illustrations: Hand-drawn elements used throughout the site to elevate the aesthetic and convey authenticity.
- Photography: We partnered with Peach Photography to produce high-quality product imagery across all collections.
Conversion-First Store Design
We made targeted enhancements throughout the site to improve usability and drive conversions:
Homepage
- Custom video banner section to create impact on arrival.
- A dedicated benefits of sheepskin section.
- Klarna “Pay in 3” banners for affordability messaging.
- Global announcement bars for free UK delivery and 30-day returns.
Navigation
- Simplified menu structure focused on sheepskin sizes, making product discovery easy.
Collection Pages (PLPs)
- Modified product cards to simulate colour swatch variations as separate products while keeping the backend clean with one product per size.
- Klarna messaging integrated on product tiles.
Product Pages (PDPs)
- Sticky add-to-cart button for constant visibility.
- Value messaging including: Bulk buy offers, free delivery & easy returns, secure checkout
- Swatch-dependent image gallery: Only shows relevant images based on selected colour.
- "Ideal For" section powered by Shopify metaobjects, linking furniture types (e.g., kitchen stools, sofas) with hand-drawn icons.
- Section dedicated to the natural benefits of wool.
Cart Page
- Reinforced bulk discount messaging to boost AOV.
Email Marketing & Automation
We implemented Shopify’s Flow, Forms, and Email apps to support lifecycle marketing:
- Signup popup via Shopify Forms, offering 10% off first orders (discount code revealed post-signup).
- Abandoned cart flows and welcome sequences powered by Shopify Flow.
Channel Integrations
To support omnichannel growth, we connected:
- Google Merchant Center
Each channel syncs seamlessly with the Shopify catalogue to enable native shopping features and campaign management.
Results
We launched the store within just 3 weeks. Shopify’s flexible theme architecture and use of metaobjects allowed us to rapidly configure dynamic content sections, visual storytelling, and product metadata—all without slowing down the timeline.
Thinking of launching on Shopify?
Whether you're building a luxury D2C brand or looking to migrate from another platform, Flair can help you create a conversion-ready Shopify store that balances design, performance, and storytelling.
Get in touch to start your project with us.