Modernising 300 Years of Tea Innovation

Twinings were pivoting from the traditional, heritage cuppa brand established in 1787 to a modern, well-being-focused tea brand.

They wanted a bespoke Shopify Plus solution that would make the brand shine in a sleek digital space while staying true to its heritage.

Twinings wanted to maintain the increased levels of direct customers they saw during the pandemic.

Propeller’s Approach

  • An in-depth discovery phase with Twinings and Associated British Foods to understand the brand’s objectives and the impact on the website design.
  • A bespoke theme on Shopify Plus with a sleek, modern design that stayed true to the brand’s heritage and protected the 200-year-old logo.
  • Migration from Kentico to Shopify Plus of 700 products, newly templated blogs, and hundreds of recipes.
  • Reorganisation of navigation menus and categories to align with customer wants and needs.
  • Clear and user-friendly digital shopfronts for each product with informative yet digestible product information.
  • A bespoke trade store for B2B wholesale clients.


  • The mobile conversion rate increased 200% following the launch
  • The site-wide conversion rate reached over 6% following the launch
  • Revenue from mobile increased to 40% following launch

By Propeller: Shopify development agency

As a long-standing Shopify development agency in London, Propeller is no strangers to building beautiful eCommerce stores.

Their team works with you to design and develop scalable Shopify stores that meet your needs, and deliver what your customers want.

Their Shopify team creates a unified space that’s simple to maintain yet powerful and engaging for customers.

With their knowledge of bespoke builds and theme customizations, you can showcase product knowledge and striking imagery without the clutter – you can let them worry about the details.

Build your Shopify eCommerce store for an optimal customer journey to transform strategic objectives into commercial success with their specialist Shopify production team.

About Propeller

Propeller is a 360° digital agency delivering exceptional online experiences. Their team of specialists is on hand to provide strategic support and direction where you need it most.