Magnolia
A new store, built beside the old one, launched before lunch.
of building beside the live store
morning to switch over, April 2026
purchase templates merged
tickets closed on their board
The problem
Rootless had outgrown its original Shopify theme. Customizations were stacked app on app, and the product page was trying to do four jobs at once: one-time purchases, subscriptions, limited editions, and holiday bundles, each with its own template and its own bugs.
The team was spending more time fighting the storefront than running the business.
What we did
We built the Shopify 2.0 theme beside the live store for four months, staged behind a preview theme, and tested every purchase path before it touched real revenue. Then we switched over on a single morning in April 2026. Nothing came down.
The four purchase modes became one configurable product layout. The subscription platform migrated while the store kept taking orders. Then we stayed on as their development team: Black Friday launches, product drops, and partnership pages, from five-minute copy changes to multi-week features.
A normal week with Rootless.
Malak is excellent and super knowledgeable. We've already learned so much from them about how to optimize our website and how we can better approach web design from a CX and engineering perspective.
Running a store that has outgrown its theme?
The first call is free and takes about 30 minutes. We reply to every message within one business day.