Exceldor CoopérativeTwo dedicated sales portals for internal teams and external partners
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Projects/Shopify Plus Redesign: Bringing Distinct Brands Together in One Seamless Experience
Shopify Plus Redesign: Bringing Distinct Brands Together in One Seamless Experience
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Context
A Premium Wine Portfolio with Distinct Brand Identities
The Prisoner Wine Company brings together The Prisoner, SALDO, Unshackled, and Blindfold, four premium wine brands with distinct identities, united by a shared commitment to challenging conventions and combining creativity with winemaking expertise.
The company wanted to offer customers a digital experience worthy of its wines, where brand discovery, product selection, and purchasing form a cohesive journey across desktop and mobile. Its shared Shopify Plus online store was intended to showcase collections, tell each brand’s story, and strengthen customer relationships across the portfolio. This included the Wine Club, a subscription program offering regular wine selections and exclusive member benefits.
The Prisoner attracts the majority of website traffic and has the strongest brand recognition within the portfolio. That visibility creates an opportunity to introduce customers to other brands and products while supporting growth across the business. The challenge was to make The Prisoner a gateway to the broader portfolio while giving each brand the space to express its own identity.
Project highlights
Project highlights
26%
increase in average order value
90%
returning customer rate
17.5%
increase in checkout conversion rate
Mandate
Rethinking the Shopify Plus Experience Around Discovery and Purchasing
The Prisoner Wine Company worked with Novatize to redesign its Shopify Plus store experience within a unified, multi-brand environment. The project included a discovery phase followed by a UX/UI redesign and theme development, while preserving the existing transactional architecture and key integrations.
Novatize first assessed business needs, key customer journeys, and technical constraints to prioritize the work. This approach needed to balance two requirements: giving each brand room to express its identity and maintaining a consistent shopping experience across the portfolio. The design and development work therefore needed to connect brand presentation with practical customer needs, supporting brand discovery, wine exploration, purchasing, and Wine Club subscriptions.
Objective
Combining a Premium Brand Experience with eCommerce Performance
The project aimed to strengthen The Prisoner Wine Company’s premium brand image and improve its eCommerce performance through a more seamless, distinctive, and scalable experience.
The redesign was intended to make the different brands easier to discover and optimize the purchasing and Wine Club enrollment journeys. Particular attention was given to the mobile experience and the application of UX and conversion rate optimization (CRO) best practices to simplify navigation and encourage purchases.
From a technical standpoint, the objectives were to reduce technical debt and give internal teams greater autonomy in managing the store. The project also aimed to establish lasting foundations for accessibility, search engine optimization (SEO), performance, and analytics.
Results
A Unified Experience, from Discovery to Conversion
The website now brings the different brands together in a shared experience, with access to their collections and stories. Customers can explore each brand’s identity and continue shopping within the same store, which reports a 26% increase in average order value. Checkout performance has also improved, with the checkout conversion rate increasing by 17.5%. A returning customer rate of 90% highlights the importance of retention to The Prisoner Wine Company’s business. The Wine Club extends the relationship beyond a single purchase, while clear information about its benefits and membership terms helps customers decide whether to join.
Working with The Prisoner Wine Company was a real pleasure. Their expertise, proactive approach, and collaborative spirit made them great partners throughout the project. Together, we brought The Prisoner, SALDO, Unshackled, and Blindfold into one unified shopping experience while preserving each brand’s distinct identity. From design discussions to refining the shopping and Wine Club journeys, both teams shared a strong attention to detail. We’re proud of the beautiful multi-brand website we created together and grateful for the partnership behind it.
Jordann Lasnier
Product Owner
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