Graham & Green launches Shopify website overhaul

Graham and Green is launching a new website on Shopify, marking a digital overhaul for the independent British interiors retailer.

The family-run business, founded in 1974, said the new site is designed to improve navigation, product presentation and online merchandising across its furniture, lighting, textiles and homeware ranges.

Trading for more than 50 years, the retailer sells through its website and stores in Bath, Bayswater, Notting Hill, Primrose Hill and the Trowbridge Outlet. The Shopify move is part of a broader investment in digital operations, marketing and customer experience.

Owners Jamie and Lou Graham said the change is intended to better reflect the brand online while making it easier for customers to shop. They linked the update to the company's longer-term development as a family business.

"Graham and Green has always been about finding and creating pieces with character, craft and story. Our customers come to us for homes that feel personal and full of soul, and we wanted our website to reflect that same sense of discovery.

Moving to Shopify is an exciting step for us. It gives us a platform that feels more flexible, more intuitive and better suited to the way our customers shop today, while still allowing us to tell the stories behind the pieces we love. After more than 50 years as a family business, this feels like an important investment in the next chapter of Graham and Green," said Jamie and Lou Graham, owners of Graham and Green.

The new site is intended to support both eCommerce sales and store visits by helping shoppers explore collections online before deciding how to buy. That reflects the continued importance of physical retail for homeware brands, even as online channels take a larger share of browsing and product discovery.

Digital shift

For interiors retailers, websites are not only a sales channel but also a way to showcase styling ideas, seasonal themes and curated collections. Graham and Green said the new platform will give its team more scope to present new products and changing ranges as they arrive.

The business described the update as a response to the need for faster changes online and a smoother path from browsing to checkout. It said the migration will also help staff respond more quickly to seasonal activity and merchandising demands across a broad product mix.

Katia Bololia, head of eCommerce at Graham and Green, outlined the operational case for the switch.

"This launch is about creating a more inspiring and effective digital home for the brand. Shopify gives us the flexibility to move faster, merchandise more creatively and create a smoother customer journey across every touchpoint.

For our customers, that means easier navigation, better product discovery and a more considered shopping experience. For the team, it gives us the tools to respond quickly to newness, seasonal campaigns and trading opportunities, which is hugely important for a brand with such a rich and fast-moving product range," said Bololia.

Retail context

The move reflects a wider pattern across specialist retail, where independent brands are reviewing older eCommerce systems in favour of mainstream platforms that in-house teams can update more easily. For home and interiors businesses in particular, the ability to refresh product stories and merchandising quickly has become more important as shoppers increasingly research purchases across devices before visiting stores or buying online.

Graham and Green has built its identity around eclectic furniture, decorative accessories and one-off finds, a format that can put pressure on online teams to keep listings current and visually distinctive. A platform change can therefore affect not just back-end operations, but also how a retailer presents its brand to customers.

The latest website is intended to make that presentation clearer while improving onsite discovery and retention. It also underlines how established independent retailers continue to invest in digital channels as competition for online traffic and conversion remains intense.

Graham and Green trades through a mix of eCommerce and stores, with physical locations in Bath and London, as well as an outlet in Trowbridge.