Renovating the digital home of Australia’s favourite sofas.

Sofa and Soul

The Opportunity

Sofa & Soul isn’t your average furniture retailer. They’re curators of living spaces, champions of Australian-made craftsmanship, and believers that every home tells a story. But their website wasn’t telling theirs. The challenge? Despite a strong brick-and-mortar presence and a reputation for exceptional styling advice, Sofa & Soul’s digital shopfront was holding them back. In the online sphere, anything that makes your website difficult to use — even if only for a moment — will have your customers clicking over to your competitors. Sofa & Soul needed a refreshed web design that aligned with their premium brand and a streamlined user experience that held attention.

Deliverables

Full website redesign & development
Brand extension
Strategic migration from WooCommerce to Shopify
User experience
User interface

The Backstory

Sofa & Soul built its reputation on thoughtful curation, Australian-made pieces, and personal styling advice. However, their old website was undermining this reputation. While their Melbourne-based retail store is a favourite among professional interior designers and DIYers alike, the just website wasn’t delivering the same premium experience. The product pages were overly commercial, the design was dated, the visual hierarchy made browsing a chore, and technical issues — from disappearing menus to unreliable banners — frustrated users and weakened trust.

The Mission

Blank Theory considers a website more than a static sales tool, but a living, breathing extension of a brand. Blank Theory was engaged to align the digital expression with the in-store Sofa & Soul experience, offering a website as polished and considered as their showroom.

The Game Plan

The team found that we needed to deliver a complete digital overhaul, starting from the foundations; migrating the platform to Shopify, integrating Cin7 for inventory and operations, and designing a clean, elegant interface. Product storytelling became central to our reimagined web design, with lifestyle photography replacing basic catalogue shots — transforming the site into an inspirational space.

Your website should be a natural extension of your bricks-and-mortar brand. A refreshed website design will keep your brand experience consistent at every touchpoint.

The new Sofa & Soul website transforms the traditional e-commerce layout into a true digital showroom.

Clean, sophisticated design elements mirror the in-store experience, while intuitive navigation guides users naturally through their journey. Thoughtfully structured product categories and an improved information hierarchy make browsing effortless. The overall look and feel now echo the brand’s premium lifestyle positioning, elevating user engagement and allowing customers to feel inspired as they explore.

To future-proof the platform and improve operational efficiency, the website was transitioned from WooCommerce to Shopify and integrated with Cin7 ERP.

This back-end transformation significantly enhanced inventory management, site stability, and checkout reliability.

At the same time, advanced security measures resolved previous system failure issues, ensuring a safe, smooth shopping experience. Together, these improvements laid the groundwork for a digital presence that not only looks beautiful — but also works beautifully.