Reimagining a connected commerce experience built for growth.

Reclaimed came to us at a point of growth. Their existing website no longer reflected the direction of the brand or gave their team the flexibility they needed to tell the stories behind their products.

They wanted something more editorial: a website with the freedom to create rich, considered pages around products, materials, projects and inspiration, without giving up the reliability and functionality of a powerful ecommerce platform.

Our job was to bring those two things together.

Reclaimed sells flooring with a story. The character of the materials, where they've come from and how they're used in a space are as important as the products themselves.

That meant a conventional ecommerce template wasn't going to be enough.

The team needed much greater control over how pages were constructed, giving them the ability to mix imagery, copy, products and editorial content without relying on developers every time they wanted to create something new.

At the same time, the website still needed to behave like a serious ecommerce platform: managing products, pricing, baskets and checkout reliably as the business continued to grow.

And because not every customer journey ends with an immediate online purchase, it also needed to connect enquiries and potential projects back into Reclaimed's sales process.

Separating content from commerce

Rather than asking one platform to do everything, we built the website around the strengths of several.

Payload CMS sits at the heart of the content experience. We created a flexible system of reusable content blocks that gives the Reclaimed team much more freedom over how pages are assembled.

Instead of choosing from a handful of rigid templates, the team can build rich landing pages, product stories and editorial content by combining different layouts and components while keeping everything consistent with the wider visual system.

For commerce, we integrated Shopify headlessly.

Shopify continues to handle the ecommerce infrastructure behind the scenes, while the customer-facing experience is completely bespoke. Product information and commerce functionality are pulled into the site where they're needed, giving us far more control over the experience without rebuilding the difficult parts of ecommerce from scratch.

An editorial experience with Shopify underneath

The result is a website that doesn't immediately feel like a conventional online shop.

Products can sit naturally alongside photography, projects, material stories and longer-form content, allowing Reclaimed to sell through inspiration as much as through a traditional product catalogue.

Behind that experience, Shopify provides the commerce engine. The website communicates with Shopify to power the transactional parts of the journey while the frontend remains free to behave and look exactly as we need it to.

It gives Reclaimed the best of both systems: the flexibility of a bespoke content platform and the proven infrastructure of Shopify.

Connecting interest with the sales team

We also integrated the website with Reclaimed's Zoho CRM to make sure valuable customer interactions don't stop at the website.

When someone makes an enquiry or submits their details, that information can flow directly into the systems used by the sales team, creating a clearer connection between digital activity and the conversations happening behind the scenes.

For a business where purchases can begin with samples, questions and project discussions, that connection is just as important as the checkout itself.