--- title: Bosie on Shopify description: Scottish heritage knitwear brand Bosie moved from Wix to Shopify with Studio Form. The new store converted at a double digit rate in the UK and the US. slug: bosie client: Bosie sector: Heritage knitwear headline: Brand, technology and heritage, combined. summary: A Wix store replaced with a Shopify theme built around Studio Form's identity. Double digit conversion in the UK and the US. platform: Wix to Shopify fromPlatform: Wix toPlatform: Shopify integrations: - Reviews - Analytics and marketing tools for the external agencies - UK and US shipping rules service: shopify-builds location: edinburgh order: 7 featured: false heroImage: /images/work/bosie/hero.jpg heroAlt: Bosie heritage knitwear photography stats: - label: Conversion value: Double digit - label: Markets value: UK and US - label: From value: Wix to Shopify deliverables: - A Shopify theme built around Studio Form's identity - Products, imagery and attributes moved from Wix - Shipping rules for UK and US orders - Reviews on the product - Analytics and marketing tools connected for the agencies already on the brand - Collections and the homepage arranged around the knitwear, not a template list - The team able to add a product and merchandise a season without a developer gallery: - src: /images/work/bosie/gallery-1.jpg alt: Bosie Shopify storefront photography - src: /images/work/bosie/gallery-2.jpg alt: Bosie product presentation on the new store - src: /images/work/bosie/gallery-3.jpg alt: Bosie mobile storefront --- Bosie had the knitwear and a brand from Studio Form. The shop was still on Wix. We built the Shopify theme around that identity. Traffic rose in the UK and the US, and both markets converted at a double digit rate. Heritage knitwear. Shopify. Wix. UK and US. ## The problem Studio Form had already done the identity. Thoughtful, specific, and at the level of the product. The website did not carry it. On Wix, ordinary work was slow. Adding a product took too long. Changing a collection meant fighting a page builder. For a knitwear brand, the photograph is the product. The template treated it as something to fit in a box. Texture, fit and colour did not get the room they needed. The ambition was two markets. UK and US shipping, two cost structures, and copy that should not be identical in both. On Wix that was a workaround. Checkout was where it showed. The agencies already on the brand, for ads, email and measurement, could not see the shop properly. Exports and manual pulls stood in for a connection. The store was a closed box. A customer could land on nice knitwear and still not feel the brand. Bosie needed a shop that could hold the identity, sell in both countries, and let the team change it without a developer in the evening. ## What we did - A Shopify theme built around Studio Form's identity, with room for the photography and a structure the team can follow. - Products, imagery and attributes moved from Wix, filed so a new knit has a place. - Shipping rules for the UK and the US, so each buyer sees the options and the cost for their country. - Reviews on the product, so a new buyer can read someone who already owns the piece. - Analytics and marketing tools connected for the agencies already working with the brand. - Collections and the homepage arranged around the story of the knitwear. Heritage pieces, seasonal drops and collaborations can sit differently. - The team able to add a product and merchandise a season without a developer. ## The detail ### The identity had to survive the theme Studio Form owned the design. Our job was to build a theme that kept it, and that Bosie could run. A brand-led theme fails if the next collection breaks it. The photography has to be large enough to show the knit. A collection has to be able to tell a different story from the last one. A limited piece can lead the homepage without the page turning into a sale banner. The system is clear enough that a new product looks intended. It does not look forced into a template. When the team add a colour or a drop, the page still looks like Bosie. Heritage knitwear also has to feel current. The cloth has a history. A newer customer should not feel they have walked into a museum. Photography in a present-day setting, copy that names the craft without sounding archived, and a mix of pieces that stay with drops that do not. The platform does not write that. It has to leave room for it. ### A product upload that does not wait until evening On Wix, uploading a product was a page-builder job. The team often did it when the day was over, not when they wanted to launch. We set the admin around how they actually merchandise. Colour, size and knit type are the variants that matter. A collection is somewhere a product belongs, not a layout to rebuild. A promotion is a short task. When Bosie want a new collection, they can put it up themselves. That is the requirement. The photography is wasted if nobody can update the page it sits on. Colour, size and knit type stay as variants a customer can choose, not as three separate hunts. A new shade sits on the knit it belongs to. Stock for that shade updates with it. ### Two countries, one checkout A UK order and a US order are not the same shipment. Different carriers, different costs, different expectations. The rules split them. A buyer in the UK sees UK options and UK prices. A buyer in the US sees theirs. Currency follows the market. Checkout does not become a list of surprises. The homepage, the collections and a promotion can also differ by market. A season that is timely in one country need not lead in the other. ### The agencies could measure it Bosie already worked with partners on paid ads, email and analytics. Those partners need to know what sold, and which visit did it. On Wix they waited for an export. On this store the connections are there. Google Analytics is on the shop. Ad platforms can read what converted. Email can be split by what someone bought. The agencies can see the work without pulling a spreadsheet. The store is a place they can measure, not a theme they cannot open. A buyer who already owns a piece can say so on the product. That answer used to live in a message to the brand. It now sits where the next person is deciding. Someone who bought once has a reason to come back. A new season, a new colour, a knit that sits with what they already own. ## The results Traffic rose in both the UK and the US after launch. The page was clearer, and the US could actually be served. Conversion reached a double digit rate in both markets. People arrived with an intent to buy the knitwear, and a larger share of them finished the order. We publish that as double digit. There is no tighter percentage on this page. The team upload products, build collections and run a season without a developer. They have kept adding to the store. That is the test of a theme they can actually run. Clean product data and a collection they can change are what make the double digit rate repeatable. The shop did not freeze on the day it launched. Reviews give a new buyer something to read before they commit. The agencies can optimise from orders, not from a guess. Variants for colour, size and knit type stay understandable, so a customer can find the piece rather than guess at it. ## The stack Platform: Shopify, from Wix. Theme: built around Studio Form's identity. Shipping: UK and US rules, with currency for each market. Reviews: on the product. Measurement: Google Analytics, plus the marketing tools the existing agencies use. Design partner: Studio Form. ## A theme the team can keep adding to The identity was already there. The shop had to carry it, and then stay editable. A distinctive photograph on a page nobody can update is a poster. It is not a store. Someone finds Bosie from an ad or a recommendation. The page looks like the brand. They read the cloth, the size and a review. Shipping for their country is clear. They buy. A later season points them back, and the next piece is already on the site because the team could put it there. See [design and build](/services/shopify-builds) and how we work in [Edinburgh](/locations/edinburgh). Heritage and fashion work also sits on the [fashion industry page](/industries/fashion).