Woods Fine Linens

Services: Shopify Theme Upgrade, UX Optimisation, Content Migration, Custom Development and Consultancy

Website: https://woodsfinelinens.com/

Woods Fine Linens is a premium heritage brand specialising in high-quality bedding and home textiles. With a strong reputation and loyal customer base, the brand needed a modernised Shopify experience that better reflected its positioning while driving ecommerce performance.

Squashed Pixel partnered with Woods Fine Linens to upgrade their Shopify theme, streamline the user journey, and optimise the site for growth - without introducing heavy custom code that would limit future scalability.

The Challenge

Woods Fine Linens approached Squashed Pixel looking to:

  • Modernise their website design while staying true to their heritage brand

  • Improve the ecommerce journey and navigation

  • Increase engagement and conversions, particularly from growing social traffic

  • Migrate to a more flexible, up-to-date Shopify theme

  • Avoid complex custom development that would hinder future updates

Key challenges included:

  • A fragmented user journey that didn’t prioritise ecommerce conversion

  • Product and variant complexities causing confusion for users

  • High bounce rates, especially from social channels

  • Limited merchandising and filtering capabilities

  • Ensuring all improvements remained maintainable with minimal code customisation

What we did

We focused on delivering a scalable, high-performing Shopify experience using best-in-class theme functionality and strategic UX improvements.

Theme Upgrade & Brand Alignment

  • Installed and configured the latest version of the Prestige Shopify Theme

  • Tailored the theme to align with Woods Fine Linens’ premium brand and target audience

  • Ensured a clean, elegant design that reflects heritage while improving usability

Content Migration & Site Structure

  • Migrated all key static content from the previous theme

  • Reworked site navigation to prioritise the ecommerce journey

  • Introduced clearer pathways to products, collections, and key brand stories (e.g. Heritage)

Enhanced Merchandising & UX

  • Implemented Shopify Search & Discovery filters for improved product findability

  • Optimised product pages, including:

    • Improved variant logic to prevent invalid combinations

    • Better handling of out-of-stock products (enabling back-in-stock signups)

    • Clearer messaging such as “Back in Soon”

    • Multi-buy and promotional tagging

  • Introduced dynamic product badges (e.g. “New”) with configurable styling

  • Improved product recommendations and upsell opportunities

Custom Templates & Content Experience

  • Developed tailored templates for:

    • Trade pages

    • Buyers guides

    • Heritage storytelling

  • Integrated Klaviyo forms for improved email capture and engagement

Performance-Led Improvements

  • Implemented recommendations from initial UX and CRO audits

  • Focused on reducing friction across the customer journey

  • Prioritised mobile optimisation to support increasing mobile traffic

Future-Proofing & Training

  • Delivered a low-code approach, avoiding heavy customisation to keep theme updates simple

  • Provided training on:

    • Managing the new theme

    • Best practices for ongoing optimisation and merchandising

The Results

Following the launch and optimisation work, Woods Fine Linens saw significant growth across key ecommerce metrics (Year-to-Date, online only):

Revenue & Conversion Funnel

  • Total Sales: +94%

  • Average Order Value: +52%

  • Added to Cart: +82%

  • Reached Checkout: +99%

  • Completed Checkout: +29%

Traffic Growth

  • Sessions: +82%

  • Mobile Traffic: +113%

  • Desktop Traffic: +40%

Why this mattered?

By upgrading to a modern Shopify theme and focusing on UX, merchandising, and scalability, Woods Fine Linens now benefits from:

  • A premium, brand-aligned online experience

  • A significantly improved ecommerce funnel

  • Strong growth in both traffic and revenue

  • A future-proof platform that can evolve without complex development

Key Takeaway

This project demonstrates how a strategic theme upgrade combined with UX and CRO improvements can deliver substantial growth - without relying on heavy custom development.

Squashed Pixel helped Woods Fine Linens strike the right balance between performance, design, and long-term maintainability, setting them up for continued ecommerce success.

"Tom, Claire and the team are passionate about what they do, just like us. They plan comprehensively to deliver software enhancements that make a difference to your numbers! I have recommended them many times when asked, since the days they helped us launch the Shopify POS structure within the shop, I can trust them, the people who followed us, trusted them too."

Nicholas Richardson - Director | Woods Fine Linens

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