Enterprise Magento-to-Shopify migration for Sophie Conran — a luxury British furniture and homeware brand. We rebuilt the storefront for handmade sofas, fabrics, bedding, and dining, while preserving SEO, customer history, and the brand’s elegant visual identity.
Sophie Conran is a premium lifestyle brand known for handmade UK sofas (Coco, Barton, Henrietta, Isobel, Felix, Sophia), bespoke fabrics, scalloped bed linen, and long-running collaborations such as Sophie Conran for Portmeirion. The brand needed a modern commerce platform that matched its craftsmanship story — without losing years of organic search equity or disrupting merchandising for a complex made-to-order catalog.
The previous Magento storefront could no longer keep up with mobile shopping, campaign merchandising, or the brand’s high-imagery lifestyle presentation. Peak traffic and rich product photography put pressure on page speed, while complex sofa configurations, fabric samples, and order history made a “lift and shift” migration risky. Leadership wanted Shopify for operational simplicity — but only if SEO rankings, customer accounts, and the luxury shopping experience survived the cutover.
Legacy Magento theme limited mobile UX and Core Web Vitals
High-resolution lifestyle photography and sofa galleries needed a faster delivery model
Customer accounts, order history, and gift/trade journeys had to migrate intact
Years of Magento SEO URLs required a complete 301 redirect map
Zero-downtime launch expectation for a live luxury brand
Our Solution
How Expound Coderz delivered
Expound Coderz planned and delivered a full Magento-to-Shopify rebuild: data migration with validation, a conversion-focused custom theme aligned to Sophie Conran’s aesthetic, SEO-safe redirects, and mobile-first PDP/collection UX for sofas, fabrics, bedding, and dining. We treated the launch like an enterprise cutover — staged QA, redirect testing, and a launch war-room — so the new storefront could go live without disrupting shoppers.
Mapped and migrated products, customers, and orders with automated validation scripts
Custom Shopify theme reflecting Sophie Conran’s lifestyle photography and brand typography
Collection and PDP patterns for sofa ranges, fabric discovery, and ready-to-ship inventory
Checkout and mobile navigation optimized for conversion and clarity
Analytics, tagging, and post-launch performance tuning for Core Web Vitals
Approach
How we worked
Discovery & SEO auditCatalog review, URL inventory, traffic baselines, and success metrics agreed with stakeholders.
Architecture & themeShopify information architecture, custom theme system, and content models for sofas, fabrics, and lifestyle storytelling.
Data migrationProducts, variants, customers, and orders migrated in batches with reconciliation reports before go-live.
QA & redirectsCross-device QA, redirect crawl validation, checkout testing, and performance budgets signed off.
Launch & handoverZero-downtime cutover, monitoring, and team training so merchandisers could manage the store independently.
Results
Measurable impact
The new Shopify storefront launched on schedule with stronger mobile conversion, dramatically faster page loads, and preserved organic equity. Merchandising became simpler for the internal team, while the site’s premium imagery and handmade-sofa story finally had a platform fast enough to showcase them. Sophie Conran continues to sell globally from sophieconran.com with a storefront Expound Coderz rebuilt for growth.
+42% conversion lift after launch and CRO-focused theme work
Page load time reduced by ~65% versus the legacy Magento experience
SEO rankings protected through comprehensive 301 redirects
Zero downtime at cutover — shoppers kept buying through launch
Internal team gained a maintainable Shopify workflow for campaigns and collections
+42%Conversion lift
-65%Page load time
100%SEO URLs preserved
0Downtime at launch
"Expound Coderz and their team have proven to be a truly excellent partner. They totally rebuilt our website, migrating from Magento to Shopify incredibly efficiently."
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