James & James Furniture
Helping an American-made furniture brand on Shopify Plus clean up its technical foundation, move to native B2B, and give its team a theme they can run.
The situation
James & James sells handcrafted furniture direct to consumers and to interior designers and trade buyers. The store runs on Shopify Plus with a large, highly-configurable catalog, a third-party wholesale layer, and several marketing feeds — and years of accumulated technical debt from a domain change and multiple app generations.
What we did
SEO audit and fixes
A full technical SEO review surfaced issues that were quietly hurting rankings: the logo's alt text was rendering as the page's H1 on every template, and a large number of internal links still pointed at the brand's retired domain. We documented each issue with its fix and priority, then worked through the theme-level corrections.
Google Merchant Center and feed integrations
We audited the Google Merchant Center and Shopify integration, then migrated the store's Feedonomics connection to the newer OAuth-based apps so product data keeps flowing to shopping channels without manual babysitting.
Moving to Shopify native B2B
The store had been using a third-party wholesale app. We planned and began the migration to Shopify's native B2B — company accounts, price lists, and catalogs — removing the extra layer and keeping wholesale inside the platform the team already knows. Alongside it, we scoped a Designer Quote Portal: a custom app that lets trade customers build and request quotes directly from the storefront.
A theme the team can own
We produced a written theme guide for the store's FoxEcom-based theme, covering sections, settings, and conventions, and repackaged a clean theme export for development and staging so changes can be tested safely before they hit the live store.
Why it matters
None of this is flashy. All of it is the difference between a Shopify Plus store that quietly compounds problems and one that's ready to grow: cleaner rankings, reliable product feeds, wholesale on native rails, and a team that can make changes with confidence.
Running a Shopify Plus store with similar problems?
Audits, B2B migrations, and integration cleanups are a big part of what we do. Tell us what's going on and we'll tell you what we'd fix first.