Opera Beds

A custom theme replaced the template, with components driven by metafields so the team can edit without developer time. Klaviyo flows were wired to real store events for accurate triggering.

Opera Beds had inherited the classic Shopify Plus retailer's problem: a bought theme that did 80% of the job, with the remaining 20% locked behind theme-vendor licensing, slow page weights, and a marketing team who couldn't change a hero banner without a developer ticket. The brief was to rebuild the storefront on a custom theme that the team could actually own.

Custom theme, metafield-driven sections

Every section in the new theme is backed by metafields. The hero section, the bed-selector tool, the customer-story carousel, the showroom directory, the bedding-by-size grids: all of them surface metafield-defined inputs in the theme editor, so the marketing team can edit copy, swap images and adjust ordering without touching code. The theme stays generic; the content lives in Shopify.

Performance tuning across the key templates

Core Web Vitals were the second priority. Image-heavy templates like the product detail page and the bed-selector tool were rebuilt with proper responsive image sources, modern formats, and aggressive prefetch on the templates that customers actually navigate to next. The header and critical CSS were inlined. Anything below the fold deferred.

Klaviyo lifecycle and abandonment flows

Klaviyo flows were wired to real store events, abandoned cart, abandoned checkout, post-purchase, browse abandonment, rather than the off-the-shelf "if email opened" guesswork. Each flow uses store metadata (bed type, care-home vs. consumer journey, VAT relief eligibility) so the message is genuinely relevant to where the customer is.

SEO continuity through the cutover

Migration day was the highest-risk part of the project. Every URL was mapped before cutover, redirects verified in staging, and the new templates were proven against the old structured data so search visibility held through the switch.

What changed

The team can now edit the storefront without raising a ticket. Core Web Vitals are in green across the critical templates. Klaviyo flows trigger on real signal rather than imagined behaviour. And the design system is documented so the next iteration doesn't start from scratch.