Bringing colour to life with Craig & Rose

Struggling with an outdated Magento platform that required constant developer support, the team found it difficult to scale their online operations in line with their ambitions.

They needed a solution that addressed these operational inefficiencies and better supported their growth in the premium paint market. Their objectives: elevate the online paint-buying experience, simplify customer journeys, and ultimately increase direct-to-consumer (DTC) revenue.

To bring Craig & Rose’s vision to life, we delivered a best-in-class Shopify Plus solution – combining premium design with smart, customer-first features.

A seamless move from Magento to Shopify:

The move to Shopify Plus streamlined their operations, empowering their team with an intuitive system that reduced reliance on developers and allowed for faster updates. This shift not only addressed their immediate operational challenges but also paved the way for future growth by providing a flexible foundation for long-term success.

Reimagining the online paint-buying experience:

We embraced Craig & Rose’s vision to make buying paint an inspiring experience, reflecting the tactile, personal nature of their products. We built a number of custom features, including:

• A one-of-a-kind paint calculator: Customers can easily calculate the exact amount of paint they need based on their surface measurements and finish preferences, eliminating guesswork and reducing returns.
• Interactive colour pairing: On product pages, complementary paint colours are dynamically suggested, helping customers confidently select their perfect palette.
• A shoppable, editorial-style blog: The blog serves as a curated hub for inspiration, allowing customers to explore colour ideas and add swatches to their baskets directly from the content.

Optimised for engagement and conversion:

With persona research guiding our approach, we created a thoughtful UX strategy that caters to both browsers and buyers.

• Aspirational design meets functionality: We blended swatches, brush strokes, and lifestyle imagery to elevate the shopping experience.
• Smart product recommendations: When adding paint to their basket, customers are now prompted with recommended add-ons, aiming to increase AOV.
• A streamlined colour consultation booking: What was once clunky is now seamless, ensuring customers are guided to the right service without friction.

The impact was immediate. Craig & Rose’s new site not only looks the part but delivers real business results:

• A stand-out UX: Described by Craig & Rose as “a million times better” than their old Magento site.
• Market-leading colour tools: With custom features like the paint calculator and interactive colour pairing, customers now have the tools they need to make confident choices.
• Stronger brand storytelling: Seamlessly blending heritage, inspiration, and commerce.

With a modern, scalable platform now in place, Craig & Rose is poised to accelerate their growth, expand their reach, and continue inspiring customers to make bolder, more adventurous creative choices.

Our partnership has continued to evolve, with Craig & Rose now using IDHL’s SEO and email marketing experts to further strengthen their digital strategy.

"We needed more than a site refresh, we needed a platform built for modern commerce. This transformation gives us the creative freedom to inspire, the tools to convert and the agility to scale. It’s a real step change for the brand.“

Anjelica Delfino, Head of Marketing, Craig & Rose