The Dolls House - Velstar


  • Custom Shopify Development
  • Ecommerce Growth Strategy
  • Third-party App Integrations
  • UX & UI Design
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Statement clothing for all occasions.


Established in 2012, The Dolls House pride themselves on providing their customers with unique products that cannot be found on the high street – bringing about a new made-to-order concept. With the brand’s team entirely in-house, they ensure that each customer’s order is beautifully made.

The Challenge

To remain one step ahead of its competitors, The Dolls House needed an online store that was high performing and offered customers a luxurious digital experience. To help make the brand’s dreams a reality, they appointed Velstar to overhaul their online site, and create a customised Shopify store.

The Solution

Quality, exclusivity and luxury were the key pillars of the re-design and build. We overhauled the user experience, ensuring it was fully optimised across all devices.

Working closely with The Dolls House, our team of UX and UI designers created a fashion-focused store and a solid sales engine designed to showcase the brand’s products in the best way possible. Key to this was simplifying the navigation, allowing users to shop more intuitively, friction-free.

What’s more, for the collection pages we created a minimalist, responsive product grid complete with a detailed filtering system, based on product tagging. This allows customers to find what they’re looking for quickly and easily, whilst putting the brand’s products at the forefront of the shopping journey. 

Also, the product pages were stripped back, and we integrated a related products carousel to align with the brand’s marketing strategy. To boost traffic further and help build brand awareness, we also made each product easily shareable on Facebook and Twitter.

For many fashion brands, one of the biggest obstacles to customer purchase is product sizing information. Customers want to access information quickly and easily, particularly when it comes to high-value products. With this in mind, we implemented a size guide to the main navigation of the site. The page clearly explains which size is best for the customer in one detailed image. 

The Dolls House ‘About Us’ page was an essential part of the user journey, and we wanted to ensure it was easy to find. So we designed a bespoke set of sections to highlight their heritage and bring the brand’s story to life. 

Finally, to improve The Dolls House overall customer service capabilities and create a better customer experience, we integrated a Live Chat functionality. This helps the brand connect with buyers in real-time and reply to customers’ common questions.

The Results

Shopify is at the core of the brand’s retail operations, providing a solid foundation for online growth. For example, since this site launched in June 2019, the number of overall ranking positions the site has achieved has increased by 31%.

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