Conversion-Led UX & Wireframes
Wireframes for home, collection, product, cart and checkout drawn from your own session recordings, site-search logs and support tickets. Not a template library.
Copenhagen
Shopify Store Design & Development in Copenhagen
Storefronts for Copenhagen brands whose reputation was built in showrooms and trade fairs and whose direct channel has never caught up.
Delivered remotely for brands across Copenhagen and Denmark.
Build · Copenhagen
Why Copenhagen brands come to us for this
- Product data modelled first — dimensions, materials, finishes, lead time, freight class — so specification is structured content, not prose
- Danish, German and English built at theme level, so filters, cart, shipping pages and transactional email all move together
- Payment presentation by market: MobilePay and Dankort at home, invoice and pay-later for German buyers, cards elsewhere
- Freight and two-person delivery treated as a product page decision, not an email exchange after the customer has decided
- Reusable editorial sections for designer stories, material documentation and fair launches your team can publish alone
The typical Copenhagen brief is not a company that needs a first website. It is a studio with fifteen years of press, a showroom in Indre By, stockists in four countries, and a webshop that was bolted on in a hurry and has been quietly embarrassing ever since. The brand is stronger than the store, which is the opposite of the usual problem, and it changes what the build is for: the storefront has to earn the same trust the product already has offline.
That trust is mostly made of information. A Danish lighting or furniture buyer wants dimensions in millimetres, materials named properly, finish variants shown rather than listed, a stated lead time and a delivery method they understand before they reach the cart. None of that lives in a bought theme. It lives in metafields, in a product data model designed before a single section is styled, and in templates that treat specification as a design element rather than an accordion nobody opens.
The third thing a Copenhagen build has to hold is two audiences at once. A Danish buyer expects MobilePay and Dankort and reads Danish. A German buyer — the first serious export market for almost every brand here — expects to pay on invoice, reads German, and returns things freely. We build the theme so language, currency, payment presentation and delivery promise are market-aware from the first commit, because retrofitting that onto a store built for Denmark alone is the most avoidable expense in Danish ecommerce.
Local context
The store has to survive being seen next to the product
Copenhagen brands are judged in unusually good company. A buyer may have handled the chair in a Frederiksberg showroom, seen the lamp at 3 Days of Design in June, or read about the label during Copenhagen Fashion Week in January or August before they ever load a product page — so the storefront is compared against a physical experience rather than against other websites. Practically, that means photography has to carry scale and material honestly, the specification block has to be as considered as the hero, and page weight has to stay low enough that a heavy image set still renders fast on a phone. It also means we build the editorial surfaces a design-led brand actually needs — designer pages, material stories, project and press references — as reusable sections rather than one-off landing pages, so your team can publish around a fair or a launch without calling a developer. And because the two peak retail moments here are the winter interiors season and the spring fair calendar, we scope launches to land clear of both.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a Copenhagen brand’s realities.
Full service detailCustom Online Store 2.0 Theme
A bespoke theme in clean, commented Liquid with modular sections your team can rearrange themselves. Zero dependency on page-builder apps.
Merchandising & Navigation System
Collection architecture, filtering, badging and cross-sell rules mapped to how your catalogue actually sells. Bestsellers surface; dead stock stops eating grid space.
Speed Budget & Core Web Vitals
Image pipeline, third-party script audit and app cleanup enforced against a hard budget: LCP under 2.5s on 4G mobile, CLS under 0.1, INP under 200ms.
Catalogue & Content Load
Products, variants, metafields, collection copy and redirects loaded and QA'd in a dev store before cutover. You review a real store, not a Figma file.
Launch, Handover & Documentation
Loom walkthroughs, a written theme guide and 30 days of post-launch fixes included. Your team owns the store from day one.
Scoped and quoted for your Copenhagen store
We do not work off a rate card. Every Copenhagen engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Discovery & Data Pull
Two weeks inside your analytics, heatmaps, site search and support inbox. We leave with a ranked list of what is currently costing you revenue.
Architecture & Wireframes
Sitemap, template inventory and grey-box wireframes for every page type. Signed off before a single pixel gets designed.
Design System
Figma component library, type scale and every awkward state: empty cart, sold out, pre-order, bundle, back-in-stock, subscription upsell.
Build & QA
Liquid development in a dev store, tested on real devices and against your live app stack. Accessibility checked to WCAG 2.1 AA.
Launch & Measure
Redirect map, tracking validation, DNS cutover on a low-traffic window. Then 30 days of monitoring against the pre-launch baseline.
Proof
Design & Build results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Performance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
Home Goods & Furniture
~$11M/yr, 2,300 SKUs, configurable upholstery, US · Shopify Plus + Hydrogen storefront (Oxygen)
Fabric, leg and size options turned 2,300 SKUs into more than 40,000 variant permutations, and the Liquid theme rendered a configurable PDP in 6.9 seconds on mobile. Collection filtering ran client-side, so 40% of shoppers left before the first product painted. The named constraint: the ERP stayed. It was the single source of truth for stock and lead times and was not up for replacement.
6.9s → 1.4smobile LCP75th-percentile field data on configurable PDPs
+64%CVR on configurable products0.44% to 0.72%. Sitewide conversion rate rose 23%
+52%organic sessionsserver-rendered facets made 1,900 filter combinations indexable for the first time
+$2.4Mincremental annualized revenuemonth-8 run rate vs. the pre-build baseline
In their words
Clients on this work
AOV $58 → $79
“Full rebuild in 11 weeks, launched two days before Black Friday, which was an aggressive ask and probably a stupid one on my part. They pushed back hard on three homepage ideas I was attached to and were right about all three. AOV went from $58 to $79, mostly off the bundle builder they put on the product page.”
CEOHome fragrance brand, ~$6M/yr · Phoenix, AZ
Verified via Shopify Partner referralFAQ
Design & Build in Copenhagen — your questions
No. We work from one office, in Albuquerque, New Mexico, and Danish clients are served remotely — no Danish entity, no local hire, no rented address to make a map look convincing. The practical consequence is the eight-hour gap: your late afternoon is our morning, so calls sit between roughly 16:00 and 19:00 your time and everything else runs on written updates. Work tends to land overnight and get reviewed with your coffee.
As a variant and metafield problem before it is a design problem. Finishes, fabrics and sizes each need to be their own structured attribute so the product page can show swatches, adjust price, and change lead time and freight class when the selection changes. Done properly, a made-to-order oak variant with a ten-week lead time and a stocked black variant can sit on the same page without confusing anyone.
It is a real concern and it is a merchandising decision, not a technical one. Most Copenhagen brands we work with resolve it with assortment and role: the direct channel carries the full range, made-to-order configurations, spare parts and archive pieces, while price parity with stockists is held. We can also build a stockist locator from the same product data so the site sends buyers who prefer to see the item in person to the nearest showroom instead of losing them.
Building Danish-only is fine as a launch scope, but the theme should be structured for more from day one. That means no hard-coded strings, market-aware price and delivery components, and translation keys in place even if only one locale is filled. Adding German six months later then becomes a content task rather than a rebuild, which is a very large difference in cost.
Eight to twelve weeks for most brands, from kickoff to live. A single-catalogue store with clean product data lands closer to eight. Add subscriptions, B2B, or a multi-market rollout and you are looking at fourteen to eighteen. We give you a dated Gantt in week one and update it weekly.
We build on Shopify's Dawn reference theme and replace the sections we need. That gives you Shopify's own performance and accessibility baseline plus a codebase that survives platform updates. Premium themes carry code you will never use and cannot safely delete.
That is the point. Every content block is a native theme section with a schema your merchandiser can configure in the theme editor. You get a written guide and recorded walkthroughs. If you still need us for a homepage change, we built it wrong.
Next step
Design & Build for your Copenhagen brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.