The Dormy House.
Founded in 1981, The Dormy House is a family-owned business that has mastered the art of home with its bespoke, high-quality furniture, storage, and soft furnishings. The brand’s raison d’être is perfecting the balance of beauty and utility in all its products. The Dormy House achieves this by inviting customers to ‘become the designer’ with its popular modular range and collection of fully customisable pieces, which allow customers to choose the product configuration, paints, fabrics, and handles.
THE CHALLENGE
Delivering flexibility & customisation with a high-performing Shopify experience.
The Dormy House team wanted an elegant, high-performing Advanced Shopify site with a new modular furniture builder that worked flawlessly on both desktop and mobile. Another objective was greater flexibility in content sections to enable easier site customisation.
From here, the blubolt team was tasked with migrating the site to Advanced Shopify, creating a flexible foundation for growth while enabling a seamless, customer-first experience.
THE SOLUTION
Elegant design that reflects custom craftsmanship.
The previous site predated The Dormy House’s current brand identity. As such, we created an elegant, streamlined, and user-friendly Advanced design to reflect the brand now – a purveyor of sophisticated, high-quality, and enduring products. The design was user-focused, with the new modular furniture builder fully optimised for mobile.
Flexible features & functionality with Shopify Online Store 2.0.
Leveraging Shopify’s ‘sections everywhere,’ The Dormy House can now update pages independently, highlight seasonal promotions, and emphasise bespoke products. The homepage showcases:
- The modular furniture builder with a “Made for you – become the designer” feature
- Customer testimonials to build trust
- Featured products and Instagram feed for ongoing engagement
On product detail pages, the blubolt team utilised Shopify 2.0 metafields to enable customers to personalise pieces with numerous options. Each choice is linked to accurate product visuals, creating a seamless, confidence-building experience.
Key integrations for the project include Boost Commerce for collections and search, Klaviyo for email marketing, and Tidio for live chat.
The modular furniture builder: customisation made simple.
The star of The Dormy House’s new Shopify Advanced site is the sleek, easy-to-use, and mobile-friendly modular furniture builder. Designed and built with React, it allows customers to design personalised storage furniture without premium bespoke pricing. With 15 furniture options – including desks, drawers, bookcases, wardrobes, and kitchen larders – users can measure their space, select base and top units on a modular grid, and drag-and-drop configurations. Paint colours, handles, and finishes are then applied visually, giving customers full control while reducing friction in the buying journey. Read more on the customer furniture builder.
Journey-led growth in action.
Throughout the project, we applied our journey-led growth approach:
- Mapping and optimising the customer journey from site entry to purchase
- Removing friction points that previously limited conversions
- Embedding insights across design, build, and marketing teams
The result is a cohesive experience that supports long-term growth while putting the customer at the centre of every interaction.
THE RESULT
The Dormy House is thriving on Advanced Shopify.
Since successfully migrating to Advanced Shopify, the brand now has:
- A fully mobile-optimised site with a scalable foundation for growth
- Increased in-house control over content and merchandising
- A seamless modular furniture builder driving engagement and conversions
- A cohesive, customer-first experience that reduces friction and supports measurable growth
The Dormy House can now focus on what they do best – creating beautiful, custom furniture – while providing a digital experience that matches their brand’s sophistication.
“It’s fantastic to have a flexible, user-friendly site – for both us and our customers – that works seamlessly across all devices while showcasing our wonderful products. We’re most excited about the modular furniture builder that enables our customers to design the perfect piece from the very comfort of their home.”
— Anna Trinder, Owner