Wavi

Shopify Web Design · Web Development

[ SCOPE OF WORK ]

Shopify store UX and information architecture, Full website UI design — homepage, brand collection pages, product detail pages, salon page, and supporting pages, Shopify theme development — custom build, Multi-brand catalogue architecture, Wavi Wellness Club content integration, Salon and appointment booking page, Wishlist functionality, Mobile-first build throughout

[ INDUSTRY ]

Hair Wellness · Beauty

[ YEAR ]

2023

[ Overview ]

Wavi London is a hair wellness brand and retail platform founded by celebrity stylist Cansu Irki — a woman for whom hairdressing runs through generations of family history. Built on the belief that hair is more than a physical element, it's an integral part of health and wellbeing, Wavi offers a carefully curated edit of premium hair brands — GHD, Kevin Murphy, Authentic Beauty Concept, Amika, and Wilder Botanics — alongside a London salon and a Wavi Wellness Club for the community Cansu has built over years in the industry.

The brief was specific: a Shopify store that felt as considered and personal as the curation behind it. A multi-brand catalogue that didn't feel like a generic beauty retailer. A store that could hold product commerce, salon bookings, and a wellness content hub under one roof without losing coherence. And an experience that reflected the founder's knowledge and warmth in every design decision — because Wavi's audience doesn't just buy from the store; they trust it.

We designed and built the complete Shopify store — from information architecture and UX to custom theme development and multi-brand collection templates.

[ Client ]

Wavi London

[ Website ]

Live Site

[ Project Goals ] Build a Shopify store that translates the knowledge, curation, and personality of a founder-led hair wellness brand into a digital experience that converts — without feeling like any of those things have been lost in the process of going online.

A visitor arriving at wavilondon.com might be looking for a specific GHD product, browsing Kevin Murphy's range for the first time, researching the Wilder Botanics collection, or looking to book a salon appointment. The store had to serve all of these journeys cleanly — with a catalogue architecture that felt curated by someone who genuinely knows hair, not algorithmically generated by a platform.

The Wavi Wellness Club and the salon needed to exist as genuine parts of the store experience — not afterthoughts linked from the footer — because they are central to what Wavi is: a community and a place, not just a product catalogue.

[ Project Scope ]

We designed and built the complete Shopify store for Wavi London.

UX research — understanding how hair wellness shoppers browse, compare, and buy across a multi-brand catalogue
Information architecture — balancing brand collections, product categories, salon booking, and wellness content within one coherent navigation
Homepage design — communicating Wavi's founder story, brand curation quality, and product range simultaneously
Brand collection pages — curated landing pages for each brand (GHD, Kevin Murphy, Authentic Beauty Concept, Amika, Wilder Botanics)
Product detail pages — designed for a beauty buyer who values ingredient knowledge, product education, and brand story alongside the purchase decision
Salon page — communicating the physical Wavi London salon and appointment booking experience
Multi-brand catalogue architecture with brand-specific collection templates

[ Challenges ]

A founder-led brand with a real point of view, a physical salon, and a growing product catalogue. Here's what bringing that online required.

001
Make a multi-brand catalogue feel curated, not generic
002
Hold commerce, salon, and community content as one coherent experience
003
Communicate a founder's expertise and warmth through product pages

[ results ] A Shopify store that holds the full Wavi experience online — product curation, salon, and community — without losing the founder-led warmth that makes Wavi different from a generic beauty retailer.

01
Multi-brand Shopify store
02
Integrated salon and wellness hub
03
Product pages that educate and convert
04
Mobile-first build

"The team was extremely professional, knowledgeable, and responsive to my needs and concerns. They took the time to listen to my vision and ideas for my website, and then worked tirelessly to make it a reality."