Down Decor
from Headless to B2B on Shopify Plus
Client Overview
Down Decor is dedicated to crafting high-quality feather, down, and down-alternative products designed to deliver warmth and relaxation at the end of a hectic day. These are personal products used in the most intimate spaces, so every stitch and cut is made with exceptional skill and care.Their decisions are guided by a commitment to improving the lives of their customers, their customers’ customers, and the world around them. Because for Down Decor, it’s not just about what they make - it’s about how they make it.
Project Scope
B2B-Only, Sustainability-Driven, and Built for Hospitality Pros
Down Decor needed a Shopify experience that could match their high-touch service and sustainable sourcing values. With customers ranging from interior designers to large hospitality businesses, the new site needed to educate, convert, and support B2B buyers - without overwhelming them.
We migrated Down Decor from a content-heavy headless site to Shopify using the Boutique theme by UTD. The new build balances elegant storytelling with practical utility, enabling easy catalog browsing, account applications, and informational access all while hiding pricing for non-approved visitors.
Navigation Overhaul
The original site buried key pages behind a hamburger menu and links between redundant micro-pages with minimal content. We restructured this into a four-part top-level nav using the theme’s built-in mega menu features:
- A visual split menu featuring Down Decor and Sustainable Down Source, with logos and links to their respective About pages.
- A clean split menu with images and CTA buttons directing users to get in touch or apply for an account.
- A banner-style mega menu that visually showcases collections for faster browsing.
- A clear, persistent link that routes directly to a custom account application page.
Before & After
Before screenshot of the navigation, and a video of the new mega menu.
Before - Desktop
After - Desktop
A Homepage Built for B2B
We leaned into the Boutique theme’s modular flexibility while layering in custom development:
- Front-end logic hides all pricing for non-approved users across product cards, collections, and quick views.
- A hot spot section allows buyers to visualize bedding sets and view products at a glance.
- Promo ticker was used at launch to announce presence booth number at the LUXE Design Preview at the Dallas Market Center.
- Three-card layout introduces Down Decor, Sustainable Down Source, and DownTek.
- Two unique carousels present marketing content without extending page length.
- Links to informational and initiative pages highlighted as sections with shoppable content.
- Live Instagram feed pulls in high-quality social proof.
The screenshot on the right is of the Homepage before. The following video showcases the new Homepage.
B2B Features & Custom Integrations
To support Down Decor’s wholesale operations, we implemented several key B2B upgrades:
- Custom Apply Form: built using the Shopify Forms app with document uploads (e.g., reseller certificates).
- Bulk Buy Table: a custom-built price table enables buying in bulk that displays case pack info for approved buyers only.
- Variant Metafields Display: surfaces case pack sizes, thread counts, fabric data, etc.
- Drawer Cart: includes recommended products, swatch prompt, and “Continue Shopping” CTA.
- Upsells via Search & Discovery: dynamic recommendations added to both product pages and the cart.
Variant metafields
Utilizing and displaying variant metifiends
Cart
Before & After
Before
After
Collection Listing Page
Before & After
Product Pages
A before screenshot on the left | After video on the right.
Before
After
Smarter Structure for Deeper Content
The original site had valuable content spread thinly across dozens of short, disjointed pages. We streamlined this experience by consolidating and reformatting content into thoughtfully structured, purpose-driven layouts.
We used:
- Slideshow blocks and card grids to reduce scroll fatigue and break up text-heavy sections
- Anchor buttons to help users quickly jump to the information they need
- Strategic cross-linking to guide navigation and create logical pathways between related topics
Now, each brand and initiative has its own destination:
- Sustainable Down Source - a newly combined page merging the previous About and SDS sections, now featuring sourcing details, sustainability credentials, and Downtracker integration.
- DownTek - a visually engaging page with educational slides, embedded product links, and an informational video.
- Sustainable Bulk Down & Innovation - expanded to include videos, anchored CTAs, and contact access for deeper engagement.
- Drop Ship & Services - rebuilt to clearly communicate service offerings, highlight catalog-ready options, and drive account applications.
Sustainable Down Source
SDS About - Before
SDS Lines - Before
DownTek - Before
Sustainable Bulk Down - Before
SDS After
SDS Lines - After
"After over two years of delays, false starts, and frustration trying to launch our website, we were honestly at our breaking point. Then we found Kenna and the team. Then everything changed. From the very beginning, communication was seamless.
They took the time to understand our brand, our goals, and our pain points.
As a small family business, we really appreciated their hands-on approach and genuine care. They may be a small team, but they’re a mighty one, just like us. They stepped in, took control in the best way possible, and delivered exactly what we needed. It finally feels like we have a site that reflects who we are.
Working with them was truly magic."
Pictured: Ellie Payne & Kendall Dunlap at the Preview of LUXE Design at Dallas Market Center.
On the Floor with Shopify POS (and in Your Pocket with the Shopify App)
At trade shows, Down Decor brings its showroom to life - and now, Shopify comes along for the ride. Using Shopify POS, the team can showcase the catalog, capture lead info, and initiate account applications right from the booth.
Rather than juggling paper forms or disconnected lead lists, the setup enables:
- Real-time customer tagging for qualified trade show leads
- Instant access to the full catalog with imagery and product specs
- Draft orders or swatch requests captured on the spot
- Lightweight app integrations, like Shopify Forms and Flow, to automate follow-ups and internal notifications
And when the booth gets busy or the team splits up? The Shopify mobile app keeps everything in sync. Staff can:
- Track booth traffic and new signups in real time
- Manage customer tags and application statuses
- Coordinate follow-ups before the trade show even ends
It’s a seamless blend of digital and face-to-face sales, keeping Down Decor connected and ready to convert, wherever they are.
The Outcome
With the new site live, Down Decor now has a Shopify foundation built for scale and conversion. They can confidently grow their reseller network, support B2B buyers, and share their commitment to sustainable sourcing with the hospitality and design world.
Acronyms:
- CTA - Call to action
- B2B - Business to Business
Looking to update your store or migrate to Shopify?
Let’s talk. [Contact Ask Kenna →]