Arighi Bianchi

Digitally redecorating luxury furniture brand Arighi Bianchi’s brand, site and strategy

increase in overall conversion rate


increase in online revenue


increase in revenue generated by email marketing


increase in conversion rate for traffic coming through email







Ecommerce Strategy





Shopify Plus


Arighi Bianchi, founded in 1854, runs a thriving bricks-and-mortar store, housed in an iconic grade II listed building in their hometown of Macclesfield. When lockdown led to intermittent store closures, they knew it was time to upgrade their digital strategy.

What they needed was a smooth-running direct-to-consumer (D2C) store that matched their luxury brand aspirations. But, more than that, they needed a plan to get noticed by house-proud (and housebound) online shoppers.   

When they approached us, Arighi Bianchi had recently migrated to Shopify Plus. However, they required the help of a Shopify Plus expert to rebrand, redesign and rebuild the store from scratch.

Not only did they want new branding and flawless site – complete with fresh logo, typography, icons and colour palette – but they also needed a digital marketing makeover to maximise the customer journey. 


Faced with a huge renovation, our team of designers, developers and creatives came together to ensure a holistic approach across all channels.

First up, we presented Arighi Bianchi with an all-new logo, typography and visual guideline to reflect their Pinterest-worthy products and aesthetic. Featuring a distinctive colour palette and subtle nods to their rich heritage, cerulean and grey tones set the scene for the new site, social media and newsletter designs.

We incorporated this fresh look and feel across Arighi Bianchi’s new website, built from scratch with UX best practice integrated throughout. We incorporated a host of new features that married form and function, including a customisable sofas tool that lets you switch between colours and fabrics.

We also overhauled Arighi Bianchi’s email marketing, introducing personalisation, segmentation and persuasive flows to engage and nurture their audience. This, paired with new thumb-stopping creative for social media and an improved SEO focus, helped Arighi Bianchi achieve an impressive increase in conversion rates - and revenue. 


In the midst of lockdown – when consumers were spending more time at home than ever before – luxury furniture brand, Arighi Bianchi, sought to renovate their digital marketing strategy. The goal? To inspire locked-down shoppers to refresh and redecorate their living spaces.

But first, Arighi Bianchi required a fresh and modern rebrand; one that would reflect their rich heritage and luxury appeal. Following in-depth competitor research, we created a more contemporary logo, typography and colour palette to feature across the new site, social media assets and email marketing. A new phase had begun. 

With an exciting new brand in place, we worked on the UX-focussed design direction for the site. We knew that larger thumbnails on collection pages would allow customers to see the products more clearly, while a white background with grey accents would ensure each item pops on the screen. Such conversion-boosting details were worked into clear wireframes, which formed the basis of Arighi Bianchi’s site rebuild. 

Email was a key focus of this project. We launched a complete audit of Arighi Bianchi’s campaigns, templates, audience and subscriber churn, so we could map out the ‘low-hanging fruit’ that would help to elevate their email sales. Then, we implemented new flows and personalised subject lines to increase open rates, while the templates were tweaked and streamlined to lend a luxury aesthetic. Emails now link out to seasonal products, blog posts and optimised category pages, with clear, consistent copy that helps to excite, engage and convert.

For social media, we introduced a fusion of creative and paid social services to improve Arighi Bianchi’s click-through rates, including thumb-stopping videos and stills that demand attention.

Finally, we helped Arighi Bianchi supercharge their SEO visibility with both technical and content optimisations. This meant fine-tuning the site’s back-end to create a strong foundation, then building content that targets an array of short- and long-tail keywords.

"Underwaterpistol are very efficient and just ‘on it’ as an agency compared to other agencies we have worked with in the past. We can speak to them very easily and nothing is ever missed."

James Longhorn, Head of Ecommerce at Arighi Bianchi