Shopify Plus
E-commerce

Hale Mercantile Co. is a globally recognised luxury linen brand, renowned for its beautifully crafted, European-made bedding, home textiles, and lifestyle pieces. With a loyal international customer base and a premium design aesthetic, Hale Mercantile required a high-performing, scalable Shopify Plus experience that matched the sophistication and quality of its brand.
 
To support their next stage of digital growth, Hale Mercantile partnered with Alinga to refine and elevate their online store through a strategic Shopify redevelopment. The objective was to enhance performance, strengthen brand expression, and implement advanced CRO strategies to improve conversions across global markets.

The Problem

Hale Mercantile’s existing store required modernisation to fully leverage the capabilities of Shopify Plus and to better serve a premium global audience. Their website needed improved speed, a refined design, and a more sophisticated content architecture that reflected the elevated nature of their brand.
Additionally, advanced merchandising and email marketing enhancements were required to support continued growth in both domestic and international markets. 

What We Did 

At Alinga, we partnered with Hale Mercantile to undertake a comprehensive Shopify 2.0 redevelopment.
We focused on creating a clean, elegant, conversion-friendly theme aligned with the brand’s refined style.
Our work included enhancing site structure, improving mobile UX, supporting global shoppers, and preparing the store for modern CRO and AOV-boosting strategies. 
We also implemented Shopify Plus features and integrated critical performance tools to support growth.
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What we provided

Alinga delivered a full suite of Shopify Plus services, including:
- Custom Shopify 2.0 Theme tailored to Hale Mercantile’s luxury brand identity 
- Redevelopment focused on performance, speed, and elevated design expression 
- Shopify Plus enhancements for improved global functionality 
- CRO-driven layout improvements 
- Klaviyo integration for customer lifecycle marketing (awaiting final confirmation) 
- Advanced theme customisations to support product storytelling and merchandising 
- Ongoing Shopify and eCommerce support 

Every detail was crafted to enhance the customer journey and reflect the craftsmanship and quality Hale Mercantile is known for. 

The Results

The redevelopment has resulted in a significantly improved, high-performing Shopify Plus store that elevates the brand’s digital presence.
The updated theme brings clarity, beauty, and structure to the shopping experience, improving engagement and supporting stronger conversions. 
With a refined Shopify 2.0 architecture, Hale Mercantile now has a foundation that supports scalability, rich brand content, and continued global growth. 

Project Info

CLIENT
Hale Mercantile Co.
ROLE
Luxury Homewares, Bedding, Linen
Hale Logo
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Shopify and eCommerce growth services

Shopify eCommerce
97%
Custom theme development
92%
Klaviyo email marketing
90%
Custom design and development
97%

Services

Shopify and eCommerce support 
Shopify consulting, design and development 
Custom Shopify 2.0 Theme 
Shopify Plus 
Shopify Support

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