We helped Foxelli Group manage multiple stores with an interconnected theme

From early conception to a sophisticated multi-store single-theme architecture — we were a partner the entire way

Services provided

Highlights

A successful full-service partnership in product development and end-to-end delivery
Established a design language across multiple brands and technologies
Developed three successful brands shipped to date sharing the same building blocks with different branding
Led conception and development of standardized Shopify Blocks & Sections
Upgraded 2 brands to Shopify Checkout Extensiblity & Shopify Plus
Custom-made Shopify Checkout UI Extensions cross-sells to support subscriptions

CeladonWorks brought a fresh architecture perspective and a depth of experience that gives me the confidence to pursue operating multiple themes with the same codebase – together.

Domas Gueldis

Chief Technology Officer, Foxelli Group

Overview

We met Foxelli Group while they were embarking on the herculean task of managing multiple Shopify stores for different regions. First off the line they were constantly facing issues where different versions of the stores did not have the same features and implementations. the high-level goal was to ship a baseline theme that can be used across multiple stores while maintaining feature parity, ensuring backward compatiable changes and offering standardized customization feature throughout their stores. this theme will then be used across multiple stores to increase new product template development velocity, increase store speed and conversion performance and simplify operations for business logic

We lead the development and desgin while collaborating with Foxelli’s product team, we shipped the theme in just five months. It dramatically increased performance and improved the design and development of new acquisition templates. In the process, we laid the foundations for a new Foxelli Theme, introduced workflows that focused on great Developer Experience (DX) and operation experience, and created a sections library that set the tone for Foxelli Group new UX/UI direction.

Foxelli Theme Development

The next generation of Foxelli brands called for a new and fresh theme. With blessing from the top, we took a fairly radical early departure from the existing brand identity, and explored an entirely different aesthetic. This allowed us to establish new and exciting sections foundations that have come to define Foxelli Group UX/UI & operations of the brands Online Store, while allowing considerabl leeway for each brand identitiy to be unique.

Notable features

Foxelli theme solved multiple problems encounter by Foxelli Group. most notably the management and safe addition of zero-priced products with constraints to avoid malicious abuse. the theme also has a built-in A/B testing feature built on top of Posthog for powerful analytics that can be used to accurately tailor the A/B test metrics and goals to the organisation’s metrics. it also supports creating product templates that have bundles with subscription products (limitation of Shopify Apps). and finally blog builder for content heavy pages.

Unified design & development in practice & docs

We knew from the start that the biggest challenge would be the successful rollout and adoption of the new theme and design system across the organisation.

With an incredible level of support from the leadership, we developed a transition plan and trained current non-tech employees to use the theme and be autonomous. These new squads formed vital bridges to product and engineering teams, doing a mix of design, development, advocacy, cheerleading, as well as embedded hands-on support for shipping brands. Feedback at 3 and 6 months has been almost universally positive.

Shopify Checkout Extensibility and Shopify Plus migration

We help Foxelli Group migrate their existing brands to use Shopify Checkout Extensibility to take advantage of new features offered by the Shopify in particular the Shopify Checkout UI and enhanced tracking offered Shopify Customer Pixels.

we spearheaded the migration of Foxelli Group’s biggest 2 brands into Shopify Plus. upon upgrading we quickly created custom Shopify Checkout UI extensions that support subscriptions products, as none in the Shopify App store offer this capability.

We'd love to work with you

Have a chat with one of our co-founders, Adam or Ahmed, about how CeladonWorks can support your Shopify experience.