C.O. Bigelow

C.O. Bigelow has been a Greenwich Village landmark since 1838 and is recognized as America’s oldest apothecary. They came to us looking to bring that legacy online, modernizing ecommerce without losing the heritage, charm, and neighborhood feel that make the brand iconic.

• Platform: Shopify Plus
• Theme: Wyatt, our in-house Shopify theme built for speed and flexibility
• ERP: NetSuite
• Integrations: Klaviyo, Yotpo, Gorgias

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C.O. Bigelow’s old site was holding them back in key ways:

• Difficult to scale and manage
• Limited integration with marketing and loyalty tools
• Navigation and search that blocked product discovery
• Mobile experience that didn’t match customer behavior
• Running promotions was clunky- making it hard to do things customers expected, like automatically receiving a gift when they spent over a set amount

We rebuilt the site on a foundation of research—heatmaps, session recordings, competitor analysis, and Baymard benchmarks. From that, three pillars guided every decision:

1. Prioritize mobile shopping
2. Make discovery effortless
3. Let brand storytelling enrich, not interrupt, the path to purchase

For C.O. Bigelow, we rebuilt more than a website, we gave them a modern digital backbone. Product pages now educate and build trust the way an in-store specialist would, navigation mirrors how customers naturally browse the shop, and brand storytelling comes alive through an interactive history page. Behind the scenes, we handled complex pieces like promotions, integrations, and a full Magento migration, resulting in a site that feels true to the in-store experience while being easier for the Bigelow team to run.