Gilbert Rugby
X Shopify Plus
Charle Agency Case Study
Bespoke Shopify Theme Design & Build

The Brief
Gilbert Rugby is a British sports equipment manufacturing brand, specialising in rugby. Founded in 1823, the brand is mostly known for its rugby union balls, having been official supplier for every World Cup since 1995. We partnered with Gilbert Rugby to overhaul their Shopify Plus global stores to launch an entirely new online experience. The store provides a brand-consistent design experience and a cutting-edge technical approach to a wide range of online features that enhance the customer experience. The store not only provides and contemporary and branded onsite experience but includes features such as advanced search, integration for schools and more.

Sporting Goods & Clothing

Custom Shopify Plus Build

Shopify Plus Bespoke Development
Shopify Web Design
Fast Simon Integration
Product Reviews
Product Personalisation Tool


Custom design built into a custom Shopify Plus Theme.
Gilbert's distinctive and world-renowned identity had to be reflected within the UI and design of the store. Our brief was to bring the memorable brand to an on-site experience that allowed customers to seamlessly explore the vast product range and also experience an identifyable UI that is consistent with the wider brand. We prototyped designs for both desktop and mobile considering every step of the journey. Following the creative phases we built a cutting-edge online store 2.0 enabled Shopify Plus theme that is fast and leaves the brand in control of their store. The build leverages Shopify latest features including metaobjects, custom purchase journeys and integration of Shopify Plus partner technology. The store leverages Fast Simon advanced search to allow smart search capabilities tailored to schools buying branded products.

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Advanced Search & Product Discovery
Considering the wide and large product range of products that Gilbert's Rugby has available, it's vital for customers to be able to find, discover, search and filter products easily. Whilst building strong navigation UI cues around the site, we also integrated Gilbert's advanced search provider, Fast Simon, to personalise, merchandise, and maximise relevancy for search results. In addition, schools will buy branded products and can use the filtered search to find the most relevant products for them. In addition, in-cart and site-wide product recommendations can be found to maximise AOV and exposure to the product range.

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