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Case study

Midtown Umbrellas' website narrows a big catalogue fast.

A Shopify store for Midtown Umbrellas, with a deep catalogue organised by type, size and shape.

Desktop — scrolling the homepage
Client
Midtown Umbrellas
Industry
Retail & ecommerce
Services
Web design & development
Shopify
Platform
Shopify
Live site
midtownumbrellas.com (opens in a new tab)

01 — Overview

Midtown Umbrellas sells patio, cantilever, market, beach and commercial umbrellas online, with shipping across the US and to Canada. The Shopify store organises a large catalogue so a buyer can narrow it down quickly.

Inside the build

  1. Where it's made

    Brand sections show where the umbrellas are designed and assembled, with photos from the warehouse floor.

    Section titled Designed & Assembled in North America with a striped umbrella and a purple panel
    Homepage — designed in North America
    Purple panel listing two principles beside a photo of a warehouse
    About — two principles

  2. A product page that answers everything

    The Grande Round page shows reviews, price with instalments, size choice and a full gallery.

    The Grande Round product page with a cantilever umbrella, reviews, price and size options
    Product page — The Grande Round

  3. Colour before you commit

    Fabric swatches fill a panel beside the gallery, grouped by material.

    Grid of fabric colour swatches beside the umbrella gallery and a sticky add-to-cart bar
    Product page — fabric colours

  4. Always another option

    A You may also like carousel offers other models with ratings and prices.

    Carousel of four umbrellas with ratings, prices and shop buttons
    You may also like
  • The Grande Round with reviews, specs and price, on a phone
    Mobile — product page
  • Mobile — browsing the catalogue
  • Fabric colour swatches in two materials, on a phone
    Mobile — fabric colour
  • Accessorise section with a light and a fillable base, on a phone
    Mobile — accessories
  • Menu with categories, best sellers, compare models and shop by size, shape and material
    Mobile — menu
  • Reviews section with filter chips and review cards, on a phone
    Mobile — reviews
  • The Modular Pergola product page with a red canopy, on a phone
    Mobile — The Modular Pergola
  • The Lean umbrella in turquoise with finish options and specs, on a phone
    Mobile — The Lean
  • The Grande Round with reviews, specs and price, on a phone
    Mobile — product page
  • Mobile — browsing the catalogue
  • Fabric colour swatches in two materials, on a phone
    Mobile — fabric colour
  • Accessorise section with a light and a fillable base, on a phone
    Mobile — accessories
  • Menu with categories, best sellers, compare models and shop by size, shape and material
    Mobile — menu
  • Reviews section with filter chips and review cards, on a phone
    Mobile — reviews
  • The Modular Pergola product page with a red canopy, on a phone
    Mobile — The Modular Pergola
  • The Lean umbrella in turquoise with finish options and specs, on a phone
    Mobile — The Lean
Midtown Umbrellas: a striped umbrella shading a couple and their dog on a patio

More work

All work