Client Overview

Rowzec Design is a premium brand specializing in minimalist furniture accessories, including leather drawer pulls, brass handles, and wardrobe hooks. With a loyal customer base of over 55,000 clients and designers worldwide, the brand is known for its Scandinavian aesthetic and high-quality materials. Before the project, the brand faced technical limitations on its “Vintage” Shopify setup that prevented it from showcasing its complex product variations and artisanal story to a global market.

Challenges

The project was initiated to solve several critical bottlenecks that were hindering the brand’s growth and operational efficiency:

• The Variant Ceiling: Items like the “Leather drawer pulls-rounded” have thousands of potential combinations (size x leather color x hardware finish). The old system struggled to manage these, often exceeding Shopify’s native variant limits and causing display errors.
• Navigation Complexity: The product catalog had grown cluttered. Customers struggled to distinguish between different styles—such as Loop, Handle, and Edge pulls—leading to a high bounce rate on collection pages.
• Lack of Brand Fluidity: The original theme was restrictive, meaning every UI update required developer intervention. Mobile responsiveness was also inconsistent, with text alignment and banner visibility issues on smaller screens.
• Global Compliance and Visibility: As an international seller, the brand needed better Technical SEO (Schema markup) and tools for GDPR and ADA compliance to safely serve the European and North American markets.

Phase 1: Foundational Migration and UI Restructuring

The first objective was a complete migration to Shopify 2.0 using a customized Modiva theme. This phase focused on creating a clean, high-end “digital showroom” that reflected the brand’s minimalist DNA.

We completely overhauled the site architecture, introducing a visual MegaMenu that categorized products by their attachment style: Loop (single point), Handle (multi-point), and Edge (edge-mounted). This visual storytelling approach allowed customers to see the “why” behind each design instantly. We also refreshed the homepage, leading with high-impact lifestyle imagery and a clear value proposition, ensuring that the brand’s 55,000+ customer milestone was front and center to build immediate trust.

Phase 2: Advanced Logic and Global Scalability

In the second phase, we addressed the technical “Option Headache” using Shopify Metaobjects and Metafields. Instead of a flat list of variants that crashed the backend, we built an intelligent relationship logic for materials and hardware. This ensured that the product pages remained fast and organized, regardless of how many customization options were added.

To prepare the brand for global expansion, we implemented a robust technical SEO strategy. This included activating Local Business, Article, and Organization Schema to ensure Rowzec Design appeared prominently in rich search results. We also integrated Weglot for high-quality multilingual support and ensured full legal compliance through Pandectes GDPR and specialized ADA widgets. The phase concluded with a personalized training session via video, empowering the Rowzec team to manage their new, flexible ecosystem independently.

Conclusion

The evolution of Rowzec Design demonstrates how technical precision can elevate a brand’s artisanal vision. By moving to a Shopify 2.0 framework and solving the complex product variant challenge through Metaobjects, the brand has transitioned from a restrictive shop to a scalable global platform.

The result is a digital experience that matches the craftsmanship of the products themselves. Rowzec Design now possesses the speed, visual clarity, and legal compliance required to dominate the premium furniture accessory market, providing a seamless journey for every customer from initial discovery to final checkout.