Food & BeveragesShopify Plus | CRO | Theme Development

Candy Kittens

How a premium vegan confectionery brand rebuilt their Shopify Plus store around editorial storytelling, a gifting-first UX, and a flexible seasonal campaign infrastructure that nearly tripled their conversion rate and added $8.1M in new annual revenue.

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Our customers say

Excellent

Mobile bounce rate reduced by 41%

Gift finder drives 28% of all transactions

Collection page add-to-cart rate up 57%

First Christmas post-launch: highest revenue month ever

Seasonal campaign build time: 3 weeks → 2 days

Average gift transaction value up 27%

The Challenge

A Premium Brand Selling Like a Commodity Online

Candy Kittens makes premium vegan sweets with standout packaging and a genuine retail presence in Sainsbury's and Waitrose. Co-founder Jamie Laing has built it into one of the most recognisable confectionery brands in the UK.

When they came to us, the online store was not reflecting any of that. Gifting drove over 55% of revenue but the experience was buried in a standard collection page. No personalization, no gift message option, no sense of occasion. Seasonal campaigns were constrained by a theme that could not execute them. Customers arrived inspired and left without buying.

Our Approach

Selling the Brand, Not Just the Sweets

01.

Editorial Homepage & Gifting Architecture

We restructured the entire site around how Candy Kittens customers actually shop: Gifts, Occasions, Flavours, and Build-Your-Own Box. The homepage became an editorial canvas with hero video, flavour storytelling, and a prominent gift-finder entry point. Mobile bounce rate dropped 41% within the first month.

02.

Gift Finder & Occasion-Led Navigation

A three-step gift finder guided shoppers by recipient, occasion, and budget to a curated product selection. Each result included complementary pairings, a bundle option, and a personalized gift message at checkout. The gift finder now drives 28% of all transactions.

03.

Custom Shopify Plus Theme

The new theme was built to match the brand's visual identity. Bold color, playful typography, and product photography given the space to perform. Collection pages were redesigned around flavour discovery rather than a flat product grid. Add-to-cart rate on collection pages rose 57%.

04.

Seasonal Campaign Infrastructure

We built a flexible section library that let the internal team execute full seasonal campaigns (Christmas, Valentine's Day, Easter, Halloween) without touching a line of code. Every major gifting season post-launch outperformed the equivalent period the previous year.

The Work

Inside the Candy Kittens Build

Editorial design, a gifting-first UX, and seasonal campaign infrastructure.

The Results

Conversion rate grew from 0.9% to 2.5%, nearly tripling, with the gift finder and editorial homepage driving the bulk of the lift. AOV rose 34%, annual revenue grew by $8.1M, and the gifting revenue share climbed from 55% to 67%. The first Christmas post-launch was the brand's highest-revenue month in its history.

+182%

Conversion Rate

0.9% → 2.5%

+$8.1M

Annual Revenue

Baseline → +$8.1M YoY

+34%

Average Order Value

$23 → $30

+12pts

Gifting Revenue Share

55% → 67%

Mobile bounce rate reduced by 41%

Gift finder drives 28% of all transactions

Collection page add-to-cart rate up 57%

First Christmas post-launch: highest revenue month ever

Seasonal campaign build time: 3 weeks → 2 days

Average gift transaction value up 27%

Mobile bounce rate reduced by 41%

Gift finder drives 28% of all transactions

Collection page add-to-cart rate up 57%

First Christmas post-launch: highest revenue month ever

Seasonal campaign build time: 3 weeks → 2 days

Average gift transaction value up 27%

Apps & Tools Used

“The brand we'd built deserved a store to match it. Ecomm Wizards rebuilt the gifting experience from scratch and gave us the infrastructure to execute seasonal campaigns properly. The Christmas numbers spoke for themselves.”