The challenge: helping several stores evolve together
Foxelli Group operated multiple Shopify stores across different brands and regions. Theme versions had evolved independently, leaving stores with inconsistent features and implementations.
The brief was to build a shared baseline theme: maintain feature consistency, support future changes and allow each brand to retain its own visual identity.
Shared architecture, distinct experiences
Working with Foxelli’s product team, the project covered the design and development of a Shopify blocks and sections library. This common foundation supports different pages and product templates while reusing the same technical building blocks.
Customisation options gave each brand room to express its identity without maintaining separate copies of the code. Development workflows and documentation were also part of the delivery, making the theme easier to maintain.
Features grounded in business needs
- Handling free products with constraints suited to promotional operations.
- Integrated A/B testing with PostHog to compare variants against the team’s goals.
- Product templates combining bundles and subscription products.
- Tools for building editorial pages and long-form blog content.
Shopify Plus and checkout extensions
The scope included migrating two brands to Shopify Plus and adopting Checkout Extensibility. Custom checkout UI extensions added cross-sell experiences that supported subscription products.
Supporting adoption
The rollout included a transition plan, documentation and training for non-technical employees. The aim was to help teams build and maintain their pages with more independence.
The resulting foundation combines reusable sections, shared capabilities and brand-specific presentation, replacing the need to evolve every theme in isolation.