A headless Shopify site for the period brand tackling period poverty.
Hey Girls
- [ Web Design ]
- [ Headless Build ]
Floks makes natural sleep products from traceable British wool. Born in Yorkshire and made entirely in the UK, their mattresses, bedding and beds have been featured in GQ, Vogue and Elle Decoration – and they're designed to work together as one complete sleep system.
- Branding
- Studio Nude
- Photography
- Jake Seal
- Film
- Antonia Blunt
- Stylist
- Jennifer Haslam
The challenge
Floks had grown into a full sleep brand. Their website was still a standard Shopify store.
A mattress isn't an impulse buy. Customers wanted help choosing sizes, fabrics, bases and feet, and they wanted to understand why wool sleeps differently. The old theme couldn't tell that story, and every new product, guide or campaign meant working around it.
They needed a site that would:
- Help customers choose the right bed, mattress and bedding with confidence
- Make complex products simple to configure and buy
- Put Floks' sleep expertise front and centre
- Let the team run products, content and campaigns themselves
- Track marketing properly, from first click to purchase
The result
A site built around how people actually buy a bed.
For the ready to buy: a bed configurator that walks you through size, fabric, drawers, feet, headboard and mattress, with live pricing. Not quite ready? Email your selections to yourself and come back later.
For the undecided: a sleep quiz that recommends products, a Sleep Hub of buying guides, care guides and journal articles, and free 1:1 sleep consultations booked straight from the site.
Accessible prices for all: an Outlet for one-off pieces with was/now pricing, plus sleep sets and bundles.
For the Floks team: products, guides, banners and campaigns they can update themselves, with no developer needed.
Behind the scenes, every old URL was redirected so search rankings carried over, and tracking now follows customers from first ad to checkout.
- Branding
- Studio Nude
- Photography
- Jake Seal
- Film
- Antonia Blunt
- Stylist
- Jennifer Haslam
What's next?
Launch day was the start, not the finish. We're Floks' ongoing growth team. We run their paid media and email, look after the site and keep improving it, building on the tracking and product feed we set up at launch.
A website should start earning its keep the day it goes live, and get better every month after.
“A huge thank you for all the incredible hard work, care and PASSION that's gone in to get Floks 2.0 LIVE… I still don't think it's sunk in. I feel so incredibly lucky that we've been able to work with you all – it really is a heartfelt thank you and definitely not a goodbye – this is just the start! The feedback so far has been brilliant and exactly what we hoped it would be.”
If you're an established brand looking for a growth partner for the long run, we'd love to hear from you.
Ready to grow?
Work
More work
Frequently Asked Questions
No. We're an embedded growth partner, so the site is usually where we start, not where we stop. Most of our website clients stay with us for paid media, email and ongoing website improvements.
Headless means the shop (Shopify) and the site your customers see are built separately. That gives you more freedom over design, speed and features like configurators and quizzes. Not every brand needs one, and we'll tell you honestly if a standard Shopify theme will do the job.
Most builds take 20–25 weeks from kick-off to launch, depending on the size of the catalogue and how much content and integration is involved. We'll agree a timeline with you before we start.
Not if the migration is done properly. We map and redirect every old URL so the rankings you've built carry over to the new site.
Yes. We build so your team can manage products, content, banners and campaigns without calling a developer, and we stay on hand for anything bigger.