Dragons of Walton Street Shopify Store

Within six months, we helped Dragons of Walton Street achieve a 180% increase in revenue by redesigning and refactoring their Shopify Store. In addition, we digitized and automated processes within the company and refactored the old codebase with a focus on technical SEO. As a result, the website's performance score, according to Google's metrics, improved from 20 to 90 points.

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Dragons of Walton Street is a quintessentially British label that’s been creating bespoke children’s furniture for almost 40 years.

They offer over 200 hand-painted products, ranging from cots to chairs, toy boxes to rocking horses. It even counts a number of high-profile faces as customers, including Princess Diana, Madonna, Samantha Cameron and Gwyneth Paltrow.

Despite their offline success, they faced challenges with their online sales due to poor performance of their Shopify store and outdated design.

In this case study, we will reveal how, within six months, we helped them achieve a 180% increase in revenue compared to the previous period.

kids playing in the nursery on dragons of walton street furniture

You Need a Plan First

Our first step was to collect existing analytics and conduct a survey focused on online consumer habits of people who had made at least one purchase from a Dragons' store.

So the survey results revealed who are our perfect customer and revealed that while we could easily sell items under £2500 online, those willing to pay for more expensive items often requires personal communication and customization options.

Based on this, we have developed a plan:

  1. Update outdated design and improve the user experience.
  2. Focus on fast-moving goods as our cash cow for online sales.
  3. Close direct sales of items that cost more than £5000 and encourage customers to submit requests for purchasing expensive items.

With the plan in place and the analytics collected, it's time to take action and implement these changes.

The Dragons VC150 - Vintage Car Bed by Dragos of Walton Street

Redesign Process

ducks illustration on transparent background

Dragons of Walton Street’s classic style is what makes families return again and again. Although digital needs were not considered 40 years ago, we were driven to maintain connection with Dragons’ origins while expanding their brand into the digital world. As a result, we developed a brand design that combines classical elements with modern forms and distinct British taste.

When developing any kind of modern software, it is important to follow agile methodologies, such as iterative testing and improvements. With each new version of design, we collect statistics and monitor how changes impact the conversion rate of Dragons' Shopify store.

One of our main tools for monitoring heatmaps and observing user sessions was Hotjar. This allowed us to see in real-time how people navigate and use Dragons' Shopify store.

Design of Dragons of Walton Street Shopify store home page Design of Dragons of Walton Street Shopify store product page Design of Dragons of Walton Street Shopify store cart page Design of Dragons of Walton Street Shopify store collection page
Mobile design of Dragons of Walton Street Shopify store product page Mobile design of Dragons of Walton Street Shopify store collection page Mobile design of Dragons of Walton Street Shopify store menu
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IT infrastructure, Code Refactoring & Technical SEO

We encountered the dilemma of whether to repair existing code or start coding from scratch. After analyzing the code base, we determined that starting from scratch would be faster and more cost-effective.

However, during the refactoring process, we wanted to ensure that users did not experience poor performance and bugs. Therefore, we prioritized fixing all critical bugs before embarking on the development of a new theme for Dragons' Shopify store. As a result, we achieved rock-solid code, and our Shopify performance score, based on Google's metrics, improved from 20 to 90 points.

One of our main focuses during the development and ongoing support of the new Shopify store was Technical SEO, as it serves as the foundation for generating high traffic. The result was a consistent growth in organic traffic.

In addition, we needed to modernize the company's entire IT infrastructure, connect all services into a unified automated mechanism, and maintain this system in a working state. Examples of these integrations include:

  1. When a user submits a request on Shopify, an opportunity is automatically created in Capsule CRM with all the filled information, and a responsible sales manager is assigned.
  2. Integrating Oracle Netsuite forms into Shopify.
  3. Integrating Shopify with Xero.
  4. Automating the processes of collecting and storing information by combining Shopify, Zapier, and Google Drive.
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Anticipate Customer Needs

When you sell something extraordinary, it's important to treat your customers in the same way. Therefore, we always looked for special features to provide. One of the tested features was augmented reality and 3D view.

On the product page, customers can use augmented reality technologies to visualize the item in their space when using a mobile device or rotate it in 3D when using the desktop version.

Results of Our Journey

Following the successful launch of the new online store and the improved website performance, Dragons of Walton Street achieved remarkable results:


Revenue increased by 180% during the first half-year after the launch compared to the previous period


The number of sessions resulting in purchases increased by 79%

+70 points

The website's performance score, according to Google's metrics, improved from 20 to 90 points

happy child playing with Dragons of Walton Street toys

Ready to Achieve Similar Success on Shopify?

Shopify offers powerful features, scalability, and security to help businesses succeed in the competitive world of e-commerce. It provides the tools and flexibility needed to create a successful online store and achieve significant revenue growth, as demonstrated by the success of Dragons of Walton Street after their Shopify store redesign.

We are pleased to offer our support in the following areas:

  1. Migrating to Shopify from Magento, WooCommerce, or Wix.
  2. Improving the codebase of your Shopify store for better performance and user experience.
  3. Implementing technical SEO for your Shopify store.
  4. Starting a new Shopify store.
  5. Providing IT support and assisting with the digitization and automation of processes in your company.
  6. Ecommerce consulting.

As experts in Shopify development and design, we are dedicated to helping you create a visually appealing and profitable Shopify store. Contact us today to begin your journey toward e-commerce success.


  • Danila Chechurov

    Project lead

  • Mikhail Dubovik

    Project manager

  • Nikita Kolomoycev

    Front-end developer

  • Niyaz Shakirov

    3D Designer

  • Alina Oyko

    UX/UI designer


  • Shopify Development

  • Technical SEO

  • UX/UI Design

  • IT Support

Stack & Tools:

  • Shopify

  • Google Analytics

  • Oracle Netsuite

  • Capsule CRM

  • Zapier

  • Hotjar

  • Figma

  • Xero