Squarespace to Shopify E-commerce Migration

Case study: The English Room / Eximious

The migration of The English Room to Shopify marked a pivotal moment in the brand’s evolution - coinciding with its transition to Eximious London and a renewed focus on heritage, craftsmanship, and future growth.

Originally established as a quintessentially British brand specialising in monogrammed and bespoke products, The English Room had built a strong reputation for quality and tradition. However, its existing ecommerce platform limited the team’s ability to evolve the brand experience and operate efficiently. As the business prepared to reintroduce its original identity under Eximious, it needed a platform that could support both a rebrand and a more modern, scalable approach to ecommerce.

Shopify provided the ideal foundation. Its fully hosted infrastructure removed the need for ongoing technical maintenance, while its intuitive admin empowered the team to manage products, content, and merchandising internally. This was particularly important for a brand built around craftsmanship and personalisation, where flexibility and speed are essential to launching new products and refining the customer journey.

View6 led the full migration, carefully managing both the platform transition and the rebrand. We migrated all core data, including products, customers, and order history, ensuring continuity across the business. At the same time, we rebuilt the frontend experience to reflect the new Eximious London identity, balancing a premium aesthetic with a clear, user-friendly shopping journey.

The rebrand itself was a key component of the project. As highlighted on the new site, The English Room collection is now presented under its original Eximious name, while continuing its legacy of British-made, high-quality products. Our role was to ensure that this transition felt seamless to customers, preserving brand equity while introducing a refreshed, more contemporary digital presence.

Performance and SEO were central throughout. We implemented a comprehensive redirect strategy to protect existing search visibility and optimised the new Shopify site for speed and reliability. This ensured that the transition not only maintained performance but enhanced it.

The result is a refined, scalable Shopify store that supports both the operational needs of the business and the ambitions of the Eximious London brand. By combining a platform migration with a carefully executed rebrand, The English Room has successfully evolved into a stronger, more future-ready ecommerce business - while staying true to its heritage of British craftsmanship.