A Growing Brand Held Back by Its Own Shopify Setup
NEOM Wellbeing makes luxury candles, diffusers, essential oils, and bath products built around the science of natural wellbeing. Founded in 2005, the brand sells through its own D2C stores and a growing number of Wellbeing Hub retail locations across the UK.
When they came to Velstar, the problem was the platform they were already on. NEOM had moved from Magento to Shopify in 2018, but by 2023 that setup had become a bottleneck. The existing combination of off-the-shelf Shopify and custom code could not access Shopify 2.0 features. Any content change required developer time because the theme didn't support native editing. The Wellbeing Hub retail locations ran on a separate POS system, creating disconnected inventory, pricing, and promotion data. Subscription discounting was managed through fragmented third-party tools that added friction for both the team and customers.
Shopify 2.0, Unified Retail, and Three International Markets.
01.
Shopify 2.0 Custom Theme
A custom theme was built for the UK, EU, and US stores using Shopify 2.0's Sections Everywhere architecture. The internal team gained the ability to update content, rearrange pages, and launch new sections without any developer dependency. This removed a significant operational bottleneck and reduced the cost of routine merchandising updates.
02.
Shopify POS Across Wellbeing Hubs
Shopify POS was deployed across all physical Wellbeing Hub retail locations, replacing the separate system that had been creating data silos. Inventory, pricing, and promotions became unified across online and retail channels. The team gained a single view of the business for the first time.
03.
Native Shopify Subscriptions
The fragmented third-party subscription discount tools were replaced with the native Shopify Subscriptions app. The setup became simpler to manage, discount logic was cleaner, and the checkout experience for subscription customers improved as a result.
04.
Shopify Markets for International Expansion
Shopify Markets was implemented to power the EU and US stores alongside the UK flagship. Localized pricing, currency display, and tax handling were configured per market. The architecture gave the team a clean foundation to add new markets without rebuilding infrastructure each time.
“The ability to open new stores with Shopify POS fully integrated, providing a unified hub where we can monitor everything, represents a significant advancement for the business.”
Nicola Elliott
Founder, NEOM Wellbeing
