Setting the pattern with Headless Shopify

Target Audience

Bobbi Beck speaks to design led homeowners and interior professionals who want luxury finishes that are affordable. The brand balances high quality materials with accessible pricing, making wallpapers and murals a realistic choice for more spaces.

While core demand comes from the UK, Europe and North America, the store is ready for a global audience. It supports multiple currencies (including GBP, USD, EUR and SAR) and includes a fully translated French site, reducing friction at checkout and helping customers shop confidently in their own language.

Client Challenge

As a completely new brand launching its first website, Bobbi Beck didn’t have legacy UX or content to lean on. What they did have was clear, well defined brand guidelines and founders with a track record of building new brands, which made for a collaborative, efficient design process. The core challenge was to create a best in class mural customiser that’s genuinely easy to use while offering more control than competitors. To support their wider product set, the site also needed a roll calculator for by the roll wallpapers and a straightforward way for customers to order samples, helping buyers make informed decisions with confidence.

Alongside this, the site needed to support international growth from day one, with multi-currency pricing and localisation, without adding friction to the buying journey. Finally, the platform had to serve the trade audience as well as consumers, with robust B2B features such as trade accounts and tailored pricing. Our job was to bring all of that together in a single, cohesive experience that feels premium, performs fast and scales with the brand.

Solution

We designed and built a headless Shopify experience tailored to Bobbi Beck, combining speed, flexibility and a design system that reflects the brand’s premium positioning. A modern, component based frontend delivers fast, accessible pages and a clean UI, while Shopify handles secure commerce and flexible product data. To enrich that data and power content rich pages, we integrated DatoCMS, tailoring the setup to Bobbi Beck’s needs so that their team can manage storytelling and content with ease.

We built a bespoke mural customiser to make configuration simple and powerful, added a roll calculator for by the roll wallpapers to remove guesswork, and introduced a smooth sample ordering flow to help customers buy with confidence. To support growth, we implemented multi-currency pricing and full French localisation, and developed a dedicated trade experience with account functionality and tailored pricing. For trade sign-ups, we integrated HubSpot so that creating a trade account also creates a corresponding customer in Shopify and a profile in HubSpot, enabling the team to review, process and manage trade relationships efficiently. Under the hood, performance optimisation, robust analytics and SEO foundations ensure the site is quick to use, easy to find and ready to scale.

Results

The new site establishes a strong foundation for Bobbi Beck, delivering a premium customer experience, streamlined internal operations and the flexibility to grow globally. These outcomes can be seen across the customer journey, the way the team works, and how the brand is set up for the future.

1. Customer Experience

Customers now enjoy a seamless buying journey that matches the quality of the product. The bespoke mural customiser makes exploration and configuration simple, the roll calculator removes guesswork for by the roll wallpapers, and sample ordering builds confidence before purchase. With multi-currency pricing and localisation, shoppers can browse and pay in a way that feels familiar, reducing friction from first view to checkout.

2. Business Outcomes

For the team, day to day operations are smooth and scalable. HubSpot integration streamlines trade sign-ups by creating a Shopify customer and a HubSpot profile at the same time, making it easier to review and manage B2B relationships. DatoCMS gives marketing the freedom to publish rich content without relying on developers, while the component based frontend keeps the site consistent and easy to evolve.

3. Future Proofing

The platform is built for growth from the outset. A performance focused headless architecture supports fast load times and a premium feel, SEO foundations make the site easier to find, and international readiness ensures expansion doesn’t require a rebuild. Together, these choices give Bobbi Beck a resilient, flexible base to scale into new markets with confidence.