From outdated WooCommerce to a future-proof Shopify Plus experience
For over 40 years, Dulwich Health has been a trusted name in natural health and supplements. With a loyal customer base—many of them long-time repeat buyers—the brand is well established in its space and recognised for both its product quality and service. But while the reputation was strong, the digital experience was showing its age.
Their WooCommerce website had become a burden: clunky, slow, and increasingly unreliable. The design no longer reflected the brand’s standing, and for an audience largely made up of seniors, the site felt confusing and difficult to use. Dulwich Health needed a digital transformation that honoured its legacy while preparing it for the future.
That’s where Milktub stepped in. We migrated Dulwich Health to Shopify Plus, rebuilding the entire UI/UX from the ground up. The new design system was carefully engineered to be both modern and robust, while still carrying a sense of familiarity for long-time customers who had grown used to the old site.
The result was a custom theme that delivered lightning-fast speeds, streamlined navigation, and a seamless purchase journey—all while handling the text-heavy content the brand relied on to educate its audience.
Functionality was a key priority too. We added a simplified “order by phone” option, which became an instant favourite among their loyal customers, and built a dedicated wholesale login portal using Shopify Plus’ B2B features. Every element was tailored to Dulwich Health’s unique requirements, with no off-the-shelf shortcuts.
The impact was clear: a 40% uplift in conversion rates post-launch, happier customers, and a platform that now scales effortlessly. Beyond performance gains, moving to Shopify Plus also unlocked major savings, stronger security, and reduced maintenance overheads—giving the brand peace of mind and room to grow.
Why it worked:
By grounding the redesign in Dulwich Health’s history and customer expectations, we created a digital experience that felt both familiar and fresh. It was the right mix of continuity and innovation—helping a heritage brand thrive in a digital-first market.
