CASE STUDY
Bailey & Coco
OUR OWN BRAND — NOT A CLIENT PROJECT
Bailey & Coco is our own ecommerce brand, co-founded by Andrew & Laura Simpson. Everything you see here — the design, the CRO, the Klaviyo flows, the results — we built it, we run it, we optimise it daily. This is how we know what works.
baileyandcoco.comTHE CHALLENGE
A premium brand needs a premium experience
Bailey & Coco isn’t a mass-market pet brand. Every product is UK-designed, tested by real dogs, and built to last. The Shopify store needed to communicate that quality instantly — from the first scroll to the checkout confirmation. It also needed to work flawlessly on mobile, where the vast majority of pet owners browse.
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Custom Shopify Theme
A bespoke design that feels premium, not template. Every section tailored to dog accessories.
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Conversion Optimisation
Product pages engineered to build trust and reduce hesitation — reviews, trust badges, urgency cues.
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Mobile-First Design
Pet owners browse on their phones. The store had to be built mobile-first, not just responsive.
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Trust Building
Real reviews, transparent sizing, Klarna payments — every element designed to reduce purchase friction.
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Email Marketing
Klaviyo integration for automated flows, abandoned cart recovery, and campaign-driven revenue.
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Smart Product Discovery
Size-first filtering so customers find the right fit instantly — from Chihuahua to Great Dane.
WHAT WE BUILT
Every detail, considered
We designed and built every aspect of the Bailey & Coco store — from the homepage hero through to the checkout. Here’s what went into it.
Custom Shopify Theme
A fully bespoke Shopify theme built from scratch. The design reflects Bailey & Coco’s premium positioning with clean typography, generous whitespace, and lifestyle photography that puts the products (and dogs) centre stage.
- Bespoke homepage sections with collection highlights
- Signature Trail & Glow® product range front and centre
- Collections include Mulberry Tweed, Forest Tweed, Heritage Plaid, and more
- Products spanning £10 bow ties to £40 harnesses
Size-First Product Filtering
Dog owners think in sizes, not SKUs. We built a filtering system that lets customers shop by size first (XXS to XL), with breed recommendations at each size point. A Chihuahua owner never sees Great Dane products, and vice versa.
- Six sizes from XXS to XL with breed guides
- Curated collections: Lavender Tweed, Charcoal Tweed, Spring Dreams
- Coordinated sets — harness, lead, collar, and walking bag in matching designs
Conversion-Optimised Product Pages
Every product page is built to convert. Real customer reviews displayed prominently, Klarna payment messaging, clear sizing information, same-day dispatch badges, and the signature Trail & Glow® features — reflective stitching, lockable clips — highlighted with clarity.
- 4.8/5 star rating from 3,000+ genuine reviews
- Klarna buy-now-pay-later integration
- Same-day dispatch messaging
- Detailed product features and sizing guides
More of what we built
Bundle Builder
Customers can build their own set — harness, lead, collar, and walking bag — and save up to 25%. This drives average order value while giving dog owners a coordinated look.
Mobile-First Responsive Design
Designed for phones first, then scaled up. Every interaction — filtering, adding to cart, checking out — is optimised for thumbs, not mice.
Klaviyo Email Integration
Full Klaviyo integration with automated welcome flows, abandoned cart sequences, post-purchase follow-ups, and campaign segmentation. Email is a serious revenue channel for Bailey & Coco.
SEO & Content Strategy
Technical SEO foundations built in from day one. Structured data, optimised collection pages, and a content approach that drives organic discovery for dog accessory searches.
THE RESULTS
The numbers speak for themselves
Bailey & Coco is a brand we built and continue to operate. These results are real, visible on the live site, and reflect years of continuous optimisation — not a one-off launch.
Customers served across the UK and beyond. A loyal community that returns season after season for new collections.
Average product rating across 3,000+ verified reviews. That level of consistency only comes from genuinely good products and a smooth buying experience.
Bailey & Coco competes at the premium end of the dog accessories market — and wins. The brand, the products, and the store all communicate quality.
Co-founded by Andrew & Laura Simpson with Cavapoo Teddy as chief product tester. Every product is UK-designed, tested on real dogs, and built with care. Bailey & Coco is our own brand — proof that we practice what we preach.
“Pea Soup Digital didn’t just build us a Shopify store — they built us a brand. They understand the details that matter because they’re in the trenches with us every day. From the custom theme to the email flows, everything has been designed with our customers in mind. I couldn’t run Bailey & Coco without them.”Laura Simpson, Co-Founder — Bailey & Coco
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Whether you’re launching a new Shopify store or optimising an existing one, we bring 20 years of hands-on ecommerce experience to every project.
Start a conversationBased in the UK · 20 years in ecommerce · £80M+ revenue