Saracen Horse Feeds
Services: Shopify design & build, UX, development, ecommerce consultancy, integrations
Website: https://saracen-shop.com/
Saracen Horse Feeds is an established equine nutrition manufacturer with a broad product range and a loyal customer base across the UK. Their products are used by everyday owners and performance-focused riders alike, which means the ecommerce experience needs to make selection easy without oversimplifying.
Following a redesign of the main brand site, we partnered with Saracen to build a new standalone Shopify store: mobile-first, performance-led, and ready to scale as new ranges launch, starting with the KER range.
A new standalone Shopify store needed to be built to feel like an extension of their main site, not a bolt-on.
It needed to be mobile-first and performance-led, while also driving more orders, higher basket sizes, and repeat purchases over time.
On top of that, the store had to support a phased rollout, starting with the KER range (8 products), and make product selection easier through clearer navigation and smarter filtering.
And because this was a brand-new ecommerce launch alongside a redesigned main site, protecting and building SEO value through launch wasn’t optional.
The Challenge
What we did
We recommended a hybrid build approach: using a modern Shopify theme as a strong foundation, then layering in bespoke design and functionality where it matters most in the customer journey.
For Saracen, the Shopify Horizons theme was used as a strong starting point due to its up-to-date architecture and readiness for Shopify’s newer AI features.
Rather than separating design and development into rigid phases, we worked holistically:
First, we pushed the theme’s native capabilities as far as possible (to keep the site lean and maintainable)
Then we used Figma to design and refine key areas that needed a more bespoke UX
We iterated in smaller cycles to keep feedback fast, reduce rework, and improve cross-device consistency
The new site was designed to be friendly and easy to navigate, while keeping technical product information accessible when needed.
The Results
Saracen now has a conversion-led, scalable Shopify store built for performance and growth, ready to support our next phase working together which is to focus on product expansion, future optimisations and growth.
The most encouraging part? The foundations are in place for the next ranges to roll out without the store becoming harder to navigate or manage behind the scenes. Product selection is clearer, and orders and customers can be handled centrally as part of Saracen’s wider setup.
For a brand new store, early signals are strong, including a 4% conversion rate in a recent reporting month, with month-on-month increases in orders and returning and new customers.
Why this mattered?
This wasn’t just about launching a new shopfront. It was about putting the right foundations in place so Saracen can grow the range over time, without the site becoming harder to shop or harder to run.
With a mobile-first, performance-led Shopify store in place, they can now focus on driving repeat orders and optimising what’s live, rather than constantly revisiting the basics.
