Umberto Giannini
From a locked theme to a curl-led storefront built for CRO iteration
In collaboration with
Umberto Giannini is a UK curl-care brand with a cult following around Curl Jelly and salon-born routines. The merchant team had been locked into an unofficial theme store build that blocked content updates and slowed every campaign change. oContis migrated the storefront to Shopify Online Store 2.0 alongside Enchant Digital, replacing rigid layouts with merchant-editable sections, customised Recharge subscription widgets, and a CRO-ready architecture for kits and curl-type merchandising.
- Website
- Year2025–2026
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Editable theme sections
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CRO tests in 90 days
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Campaign turnaround
The challenge
Umberto Giannini had outgrown a Shopify theme from an unofficial theme store that locked the merchant team out of day-to-day content control. Homepage heroes, kit promotions, curl-type navigation, and subscription messaging all depended on developer capacity, which slowed campaign cadence and made small merchandising updates expensive. When Enchant Digital joined to lead conversion optimisation, the legacy theme became the bottleneck: tests could not move quickly on native sections because layouts were hardcoded and fragile. The brand needed a maintainable Online Store 2.0 foundation that matched its curl-led merchandising model without sacrificing performance on a stack already running Klaviyo, Recharge, reviews, and UGC.
The strategy
Working alongside Enchant Digital, oContis led development on a Shopify Online Store 2.0 migration: a theme architecture the merchant team could compose in admin without filing a ticket for every seasonal push. Custom sections supported curl-type discovery, value kit merchandising, subscribe-and-save storytelling, tailored Recharge widget customisations on PDPs, and social-led proof blocks such as Curls in the wild. Section boundaries were structured so Enchant could run A/B tests on native theme components instead of app fragments or one-off developer edits. The goal was merchant autonomy first, then a faster CRO loop on top of a stack the brand could extend as Curl Jelly and the wider range evolved.
Results
Umberto Giannini now runs on an Online Store 2.0 theme the merchant team can customise for curl-type campaigns, kit promotions, and Recharge subscription flows without a standing developer dependency. Enchant Digital can iterate conversion tests on native sections instead of fighting a locked layout. See more in our beauty & skincare work alongside Senarah, Jordana Ticia, and 47 Skin, and our article on Shopify theme customisation limits.
Stack benchmarks
| Metric | Before | After |
|---|---|---|
| Homepage campaign updates | Developer-led edits on locked theme | Self-serve Online Store 2.0 sections |
| CRO test deployment | Theme structure blocked Enchant experiments | Modular sections for native A/B tests |
| Kit and curl-type merchandising | Rigid templates on legacy build | Editable kit hubs and curl-type navigation |
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