Online Sales Come Up Smelling of Roses

Made in Los Angeles and currently carried in over 300 retail locations worldwide, with 16 original scents, votive sets, and underwear styles.

Boy Smells worked with Propeller on their Black Friday offering to improve sales growth.

Their Approach

  • They worked on Black Friday-focused CRO to improve the conversion rate.
  • They focused on gifting with a 31% growth in returning customer rate to boost revenue and average order value.

Key Project Deliverables

  • The creation of a bespoke UX-driven store on Shopify Plus. As well as custom landing pages for brand story, candle care & benefits, and collaborator Q&As.
  • Expansive product browsing including quick shop & an ‘olfactor’ explaining the scent experience on PDP.
  • Connected with leading tools including Yotpo, Klaviyo & Gorgias for maximum customer opportunity optimization.
  • Conversion of their startup-based theme to a fully-fledged eCommerce flagship.
  • A turnkey project solution run transatlantically between Propeller’s London & NYC offices to service their Venice, California location.


  • Sales growth of 60% year on year. Achieving 9.5k orders in 2 weeks.
  • Conversion rate improve by 42% YOY.
  • Returning customer rate 32.73%.
  • Maintained benchmark conversion rate with a simultaneous 50% growth in traffic.

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 Propeller’s 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.

Because they’re a certified Shopify Plus partner agency, understanding the ecosystem of this market-leading platform is second nature to them.

Their specialist Shopify Plus UX team can guide brands through complex migrations, build bespoke storefronts for D2C and B2B businesses, and evolve the customer experience with flexible loyalty, communication, and personalization programs.

Design flexibility, seamless app integration, scalability, and top-level performance are just a few reasons to choose Shopify Plus.

One great reason to choose Propeller as your Shopify Plus partner agency is their innovative use of Shopify’s extensive tools. From the coding that creates special offers to streamlining tech stacks, there’s nothing Propeller can’t tackle on Shopify Plus.

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.