Linda Farrow I Case Study I Velstar - Velstar


  • Magento 2 to Shopify Plus Migration Across 4 Different Territories
  • SEO Migration
  • Third-party App Integrations
  • UX & UI Design
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Luxury sunglasses and opticals for men and women.


As one of the first to treat sunglasses as a fashion accessory, Linda Farrow launched her brand in 1970 and always remained at the forefront of experimentation across the luxury eyewear vertical.

The Challenge

Frustrated with their troublesome Magento 2 platform, Linda Farrow needed a site that was fast and reflected their modern and chic aesthetic. The new platform also needed to be more cost-effective and an easy to manage enterprise system. As well as leading the migration, Linda Farrow needed an ecommerce agency to help modernise the site’s design and provide a sleeker, more sophisticated user experience.

With years of experience and a proven track record of creating digital experiences that customers love, Linda Farrow chose Velstar as its agency partner of choice.

The Solution

Alignment with the brand and its history was key to ensuring customer experience exceeded expectations, and this was led by migration from their previous provider, Magento 2, to a personalised and fully hosted Shopify Plus site. 

The brand required 3 different sites to cover multiple territories (EU, USA and International Targeting), and Shopify Plus was the clear winner, due to ease of day-to-day management capabilities and removal of manual installation requirements.

The migration was handled entirely by our in-house UX and UI designers and developers, who were able to take Linda Farrow’s legacy site and restructure it into a luxury brand storefront. We simplified the navigation and streamlined the customer journey from browsing new products through to check out – a key issue highlighted by the brand during their onboarding. The new drop-down menu layout where we used top-level collections to refine the brand’s product offering complemented this, making it easier for users to find what they’re looking for in a few clicks and in less time.

To ensure success at checkout and increase AOV we integrated the buy now, pay later app, Klarna. This gives customers the freedom and flexibility to increase the number of products they purchase with a choice to pay over monthly instalments. 

On completing the fully customised platform migration to Shopify Plus, we also led the SEO migration for all 4 of the brand’s new websites, facilitating the brand’s quest to reach the highly coveted top of rank within Google search for luxury eyewear and fine jewellery.

The Results

Shopify Plus is now at the heart of Linda Farrow’s international operations, providing a solid foundation for online growth, helping the brand become the global success it was always destined to be.

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