Simply Natural.

The brief

Simply Natural sells luxury alpaca clothing, accessories and home goods into the US market, with a catalogue running past 300 individual products. Sheepskin contracted us to re-design the storefront - not a small build on a fresh catalogue, but a full re-design of a large, working store that had to keep trading throughout.

Two things make that harder than a standard build. Scale, because every design decision has to hold up 300 times over rather than across a handful of hero products. And restraint, because a brand selling a £1,200 alpaca cape needs a storefront that gets out of the way of the product photography rather than competing with it.

What we built

• The design. A clean, editorial storefront across the women's, men's and accessories lines - typography-led, generous with white space, and built so the product photography carries the page.
• The build. Constructed on Shopify, with collection architecture, navigation, filtering and product templates set up to handle a catalogue of this size without becoming a maze.
• The product entry. Over 300 products entered and populated - images, variants, sizing, colourways, descriptions and collection assignments, product by product.

The unglamorous half

The design is what anyone notices. The product entry is what makes the store actually function. A 300-product catalogue lives or dies on whether variants are set up properly, whether collections are assigned consistently, and whether a customer filtering for a size in a colour gets a result rather than an empty page.

That work doesn't photograph well and it never appears in a portfolio shot, but it's the difference between a store that looks finished and a store that sells. We did all of it rather than handing a half-populated theme back to the client.

Where it stands now

Designed, built, populated and launched between March and June 2025. The store has been live and trading since. Simply Natural have continued to run and update it in the time since handover, so the site as it stands today includes their own changes alongside the build we delivered.

It's the same principle behind our other web design work: a site is only finished when it can actually be used at full scale, not when the homepage looks right.