Bringing Interior Design’s Best-Kept Secret to New Customers

For Mylands, an engaging and emotional website on Shopify Plus that could tell a color story was essential.

Britain’s oldest family-owned and run paint and polishes manufacturer, Mylands, was established in 1884 and continues to operate in Lambeth, South London.

Originally, Mylands was supplied to trade business only and was a much-loved choice for set designers.

As Mylands looked to make a transition to D2C, it was clear the digital experience for consumers needed upgrading to reflect the knowledge, experience, and premium nature of the brand.

Mylands was awarded a Royal Warrant in 1985, so their design had to sit comfortably with a brand rich in heritage and proud of its quality product but that could relate to a modern audience.

Their Approach

Propeller worked to create a versatile landing page format using Shopify Plus and Yotpo, truly utilizing the breadth of tools available on the platforms.

With thousands of products, they expanded pages to include as much information as possible without being too cluttered or noisy. Work completed on navigation and filtering meant customers were able to narrow down their search to effortlessly find exactly what they needed.

It was as close to replicating an in-store experience as they could get.

Key project deliverables:

  • A showroom built on Shopify Plus
  • Editorial style sections with strong eCommerce UX
  • The ability to browse by room type
  • ‘House of Colour’ – engage with a breadth of examples of how to for coating your home in the most recent collections
  • Expansive product details pages offer full treatment advice and inspiration galleries


This new D2C approach resulted in:

  • Mylands’ conversion rate stay consistently above 3%
  • Traffic growing by 30%
  • Sales doubling within the first six months of the site going live.
  • Average order value going up by 31%
  • It all resulted in total sales growth of 45%.

By Propeller: Shopify development agency

As a long-standing Shopify development agency in London, they’re 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 are on hand to provide strategic support and direction where you need it most.