THE CONTEXT —

Shoppe Amber Lewis is the retail arm of Amber Lewis's interior design world:a premium home and lifestyle brand with a devoted following, a growing line of proprietary furniture and decor, and a booming trade business. Amber's POV is the brand's POV: it is unmistakable when seen in a physical space and viewed through Amber's own design work.

Pattern was already working side-by side with the Shoppe Amber Lewis team on a technical retainer and a full analytics and UX audit when the bigger brief arrived: reimagine the flagship from the ground up across both DTC and B2B, and make the experience feel as considered as the brand itself — concierge-grade, editorially confident, and built to tell stories that convert.

WHAT WE DID  —

Analytics & UX Audit
Discovery & Experience Vision
Information Architecture
UX Design
Visual & UI Design
Shopify Plus Development
Custom Application Development
B2B Development
Ongoing Technical Retainer & CRO

TECHNOLOGY PLATFORMS  —

Shopify Plus
Shop Pay
Rivo
Gorgias
Klaviyo
Affirm

"When our Shoppe Amber Lewis team embarked on strategic planning for a new, fully reimagined digital shopping experience, there was only one option we considered: Pattern. Having worked with Pattern on a number of successful past projects, we trusted not only their strategic approach but also their unwavering professionalism. Along with their impressive digital commerce intelligence, we were equally impressed by how seamlessly they manage a robust project from start to finish — every milestone intentional, clear, and organized. We knew our objective was highly aspirational from the outset, and Pattern embraced the challenge without hesitation, ultimately far surpassing our expectations. This group of talented professionals truly defines what an A+ agency relationship should look like, and we’re deeply grateful for their continuous support and the professional relationships we’ve cultivated with such a great group of experts."

Aaron Mutscheller
Chief Executive Officer
Shoppe Amber Lewis

KEY CHALLENGES —

01. A Legacy Platform Holding Back a Growing Brand
The existing site wasn't designed or built for a brand shifting its assortment toward a larger share of proprietary, made-to-order furniture and higher-ticket collection pieces. Layouts were rigid, content changes were arduous, and the theme couldn't scale as fast as the merchandising strategy and assortment evolution needed it to.

02. Two Buyers, One Storefront
A meaningful share of Shoppe Amber Lewis's business runs through its trade program, primarily interior designers and architects buying at volume, on behalf of clients, with entirely different needs and user journeys than a DTC shopper. Since the old site treated both sets of customers the same way, neither audience was getting what it actually needed.

03. A Purchase Journey Built for Browsing, Not Deciding
Shoppers were engaging deeply, exploring a wide catalog and returning across multiple sessions before buying, but too much of that interest was stalled out before it could be converted into an add-to-cart moment. Search, despite heavy use, wasn't doing enough to turn browsing into confident purchases.

04. Built Up Operational Logic Buried in the Old Site
Behind the design problem was an even harder technical one: over 20 distinct shipping and product-state rules, a mature ERP integration, and a trade and employee pricing structure that had grown unruly over time and had never been built for a modular platform. None of it could simply be lifted and dropped into a new experience.

OUR APPROACH —

The in-store experience for Shoppe Amber Lewis feels as much like hospitality as it does retail. Translating that into ecommerce meant treating every high-consideration moment on the site as an opportunity to build confidence, not just show product. PDPs were split into simple and complex templates depending on the product, giving made-to-order furniture and collection pieces space to explain fabric, construction, and lead time in ways that highlight product differentiation, while simpler goods stay fast and uncluttered. A free swatches system and a custom wallpaper calculator — built with different roll-dimension math for every wallpaper style, not one flat formula — turn two of the site's most complicated purchase decisions into a guided, low-risk step instead of a guessing game.

A designer sourcing a client's living room and a customer picking out a single lamp want almost opposite things from the same company. One needs speed, inspiration, and an easy add-to-cart; the other needs volume pricing, tax handling, shipping flexibility, and a process that holds up across whole projects that often run concurrently. Our team's solution cut against complexity and over-engineering: instead of two separate experiences, we unified the UX, the technology, and the user interface of the storefront into a single platform with two clear paths through it, so the site never had to compromise the brand voice to serve both constituencies.

The DTC path leans into the aesthetic authority that makes Amber Lewis so distinct in the first place: editorial storytelling, a sophisticated point of view, and product presentation as considered as Amber's own interiors.

The trade journey looks simple at first glance, but is exceptionally powerful behind the scenes. It includes a dedicated Trade program with automatic pricing, tax exemption, custom upholstery options, and a one-login VIP portal, positioned less like a wholesale account and more like a professional courtesy between designers. Underneath all of it sits a fully custom, full-stack B2B system built specifically for Shoppe Amber Lewis's trade and employee pricing logic: a business line that drives a significant share of the site's revenue and had never had software built to match its overall importance.

A FOUNDATION BUILT FOR WHATS NEXT  —

None of the front-end polish would matter if it broke under the weight of Shoppe's existing operations. Pattern audited more than 20 shipping and product-state rules baked into the old site, each with its own logic, and used AI to help re-map that logic into the new UX while ensuring that existing ERP and Shopify data stayed completely intact. Loyalty moved from Loyalty Lion to Rivo, wired into the full site experience and Shopify's unified accounts; Gorgias came in to power support. A legacy app and tracking-pixel cleanup ran alongside the rebuild to protect site performance post-launch, so the new theme wouldn't inherit the technical debt of the old one.

The result is a world-clasee Shopify 2.0 theme framework built specifically to be modular, flexible, extensible and expressive. It's a platform the Shoppe Amber Lewis team can now evolve on their own terms as the brand grows instead of it being one more system standing in the way of their next great idea.

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