67% Sales Growth After Migrating to Shopify Plus
A returning customer, King of Cotton is a premium home textiles brand known for supplying hotel-quality bedding, towels, and bathrobes to both individual shoppers and renowned hotel chains such as Hilton, The Four Seasons, and Jumeirah. While long trusted in the hospitality sector, the brand is also a popular choice for discerning customers looking to elevate home comfort.
Over just 18 months, King of Cotton replatformed twice: first from Magento to WooCommerce, and then from WooCommerce to Shopify – in search of better performance and easier management. However, neither Magento nor WooCommerce delivered the speed, stability, or international scalability the business needed. That’s when we stepped in to lead a full migration to Shopify Plus, with a clear focus on improving the customer experience, streamlining operations, and laying the foundation for international growth.
Key Challenges
Frequent Platform Issues
Two platform migrations in 18 months had left the team frustrated and unsure of next steps.
Fragmented International Site Management
The business was operating seven separate WooCommerce stores for different countries, each with its own backend, plugins, and product catalogue.
Slow, Inconsistent UX
Page speed, mobile usability, and international checkout flows were underperforming.
Limited Operational Control
Managing multiple inventory pools, pricing models, discounts and fulfilment processes was resource-intensive and error-prone.
The Solution
Gravytrain delivered a complete Shopify Plus migration and rebuild, both from UX perspective and operationally. Our approach focused on simplicity, scalability, and international reach, balancing technical improvements with a clean, customer-friendly front end.
Markets Consolidation
- Replaced seven separate WooCommerce sites with one Shopify Plus store using Shopify Markets.
- Enabled localised content, pricing, offers, and duties, all of which managed from a single backend.
- Simplified day-to-day operations for King of Cotton’s internal team and improved visibility across regions.
Multi-location Inventory Management
- Implemented Shopify’s multi-location inventory system to display products by region.
- For example, UK-only items like mattresses are hidden from EU customers, creating a cleaner, more relevant shopping experience.
Performance & UX Enhancements
- Introduced a clean, responsive layout focused on usability and clarity.
- These gains contributed to faster load times, better search rankings, and a smoother overall browsing experience.
Product Personalisation with Zepto
- Integrated Zepto to offer custom embroidery options on towels, robes, and linens.
- Fully embedded in the product page UX for a smooth, intuitive customer journey.
The Results
The Shopify Plus rebuild has delivered measurable, commercial success across the board. Comparing the first half of 2025 with the same period in 2024:
Revenue & Conversion
- Total sales up 67%
- Average Order Value up 50%
- Total orders up 13%
- Conversion rate up 83.7%
Performance & UX
Page performance saw substantial uplift (Lighthouse):
- Performance: 55 → 82
- SEO: 50 → 100
- Accessibility: 76 → 94
- Best Practices: 75 → 96
The site is now faster, more responsive, and better optimised for both users and search engines.
Operational Efficiency
- International operations are now managed centrally via Shopify Markets, dramatically reducing admin time.
- Fulfilment is faster and region-specific thanks to automated warehouse routing.
- Fewer support tickets and post-launch errors show how much smoother the site is for both the business and its customers.
Following the success of the rebuild and ongoing performance improvements through SEO and PPC, King of Cotton is now actively exploring further expansion across Europe.
We’re really proud of this project and are excited to see even more growth and international success for them in the months and years ahead.
