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Case study

The Fibre Co

We partnered with The Fibre Co. to help them transform their digital presence and streamline operations by migrating their website from WordPress to a Shopify solution to better serve both B2B and B2C customers.

Visit thefibreco.com

The Fibre Co. is a renowned brand in the global yarn and knitting supplies market, with emphasis on sustainable, natural fibres in unique blends and colour palettes. Their offering supports a range of customer types, from individual makers to yarn shops across the globe. They came to us for a Shopify migration project to reduce admin overhead, enhance customer experience and set them up for long-term growth.

The challenges

When The Fibre Co. approached us, their business was growing rapidly, but their existing WordPress site was becoming a roadblock to further growth. They were feeling the strain of managing multiple markets, currencies, and customer segments. Our first task was to help them transition from a fragmented WordPress setup to Shopify, a platform that could meet their scaling needs and provide a better foundation for growth. The team approached Thought and Mortar with a clear set of goals: to streamline their processes, reduce administrative burdens, and create a more dynamic and efficient website for both B2B and B2C customers.

One of the biggest challenges was accounting for The Fibre Co.’s global customer base. Their site serves both US and non-US customers, each with different needs for pricing, content, and payment options. Another significant challenge was The Fibre Co.’s highly complex product offerings, particularly their yarn kits.

The solutions

Key features

  • Full website redesign

    • Colours, typography and spacing that accentuate The Fibre Co.’s exceptional product and lifestyle imagery

  • Multiple markets and currencies with region-specific pricing and customised content

    • Integrated Shopify’s multi-currency support, ensuring customers from different regions could view pricing in their local currency

    • Developed custom scripts that automatically displayed region-specific content based on the user's location, simplifying the shopping experience while ensuring all legal and logistical differences between markets were handled smoothly

  • SparkLayer B2B integration

    • Automated B2B processes, moving away from manual ordering and reducing administrative load

  • B2B self-service portal 

    • Added the ability to access unique price lists, place orders and track purchases with minimal assistance

    • Extended Shopify’s functionality with custom APIs and integrations to support this system

    • Automated workflows like order processing, inventory management, and invoicing

  • Tailored, segmented product catalogues

    • Implemented a dual-catalogue strategy using Shopify’s advanced collection and tagging system

    • Built separate views for B2B and B2C customers, allowing them to browse products specific to their needs—wholesale yarns for B2B clients and retail products for B2C customers. 

  • Custom product configuration tool

    • Developed a configuration tool within Shopify that allowed customers to easily select from a range of options while ensuring stock levels were accurately reflected

    • Improved user experience for this process

The stats

65% increase in B2B sales

53% increase in average order value

17% increase in conversion rate

October 24 Shopify Analytics data, compared with the previous month

Thought and Mortar did a great job with our new Shopify site - from the design to the functionality. They're also terrific to work with, always quick to respond and super clear about what's happening with the project.

Daphne Marinopoulos, Managing Director at The Fibre Co

A digital transformation for growth

Our work with The Fibre Co. has transformed their digital operations, allowing them to grow their business and better serve both their wholesale and retail customers. By migrating their site to Shopify and implementing tailored solutions such as multi-currency support, automated B2B processes, and dynamic product configuration tools, we have helped them significantly reduce operational complexity while enhancing the customer experience. Thought and Mortar is proud to have been a part of their digital evolution, setting them up for continued success in the global yarn market and we are even more proud to continue to work with The Fibre Co. as they grow their online offering further in an ongoing Partnership capacity.

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