Roka bfcm coll banner

ROKA London

ROKA London is a colourful, functional and eco-friendly bags and accessories brand. A certified B-Corp, their products are stocked in thousands of retail stores worldwide, as well as their own Shopify stores.

In 2021, we upgraded their Shopify store with a new, modern theme customised to meet their bespoke design and functionality requirements. This was rolled out to both of their D2C stores, ROKA London and their US store ORI London.


  • Re-design & upgrade
  • Bespoke theme features
  • International selling
  • Data taxonomy
  • Ongoing support


  • Shopify Plus
  • Trustpilot
  • Klaviyo
  • SparkLayer
  • Hotjar
  • Matrixify
  • Brightpearl
  • Gorgias

The upgrade included moving from the legacy Shopify set up to Online Store 2.0. We advised on how to make the most of the new features such as collection filters, app blocks, dynamic metafield references and "sections everywhere".

We reviewed their product hierarchy and taxonomy, organising almost 500 SKUs and refining their sitemap and navigation design to improve product discovery and general user experience. Training was provided to their data management team, including bulk data updates using Matrixify.

We implemented bespoke theme features such as section visibility rules based on collection membership, in-cart free shipping progress, and collection banner / product page customisation. This extended the already-powerful base theme and afforded additional freedom with visual merchandising.

Previews of the ORI London (on the left) and ROKA London (on the right) websites, showcasing each their Small Backpacks collection with different images, copy and settings but the same overall layout.

We also helped with integrations, whether it be setting up Enhanced Google Ads conversion tracking or recommending and installing apps, and training the team on how to use them.

For instance, as a Trustpilot partner, we advised on the platform's features and benefits, optimised configuration, and created a custom multi-SKU integration to aggregate reviews for similar products.

Most recently, we conducted a Klaviyo audit, sharing the latest on best practices and pointing out optimisation opportunities in their email marketing flow.

ROKA London enjoys ongoing Shopify support, consultancy and development from Hallway, as well as a regular theme update maintenance package.

Previews of the ROKA London website on mobile. On the left, an example of a product page. On the right, the 'Shop by Colour' page where people can shop via a rainbow of different colours.

Hear more about what we can do for you: