Riley: One Brand, Two Shopify Plus Stores

At a glance

• Client: Riley, an award-winning, B Corp certified organic period care brand.
• Platform: Shopify Plus, with separate D2C and B2B stores.
• Service: Launch, our end-to-end design and development service.
• Timeline: 15 weeks from discovery to launch.
• Integrations: Skio and Klaviyo on the D2C store; HubSpot and Xero on the B2B store.
• Headline result: one day of manual admin saved every week through business process automation.

Overview

Riley makes organic cotton tampons, pads and pantyliners that are kind to sensitive skin and better for the planet. The brand sells to consumers through a subscription-led online store, and supplies more than 500 workplaces, hotels, gyms, retailers and public sector organisations across Ireland, the UK and Europe through its "Riley for business" range.

Their website had been built several years earlier and had become rigid. It no longer reflected Riley's position as a premium, health-first brand, and it wasn't set up to grow either side of the business. Consumers needed a calmer, more confident path to subscribing. Business customers needed a professional way to request pricing and reorder stock. Behind the scenes, the team was spending hours every week moving wholesale data between systems by hand.

Challenges

• Two audiences, one brand: D2C shoppers and B2B buyers want very different things, but both needed to feel unmistakably like Riley.
• Subscriptions buried: Subscribe and save was Riley's most valuable offer, yet the old site explained it rather than sold it.
• A manual B2B sales process: Wholesale enquiries, quotes and reorders relied on email and spreadsheets.
• Disconnected systems: Shopify, HubSpot and Xero didn't talk to each other, so the team re-keyed customer, order and invoice data every week.

Objectives

• Design and build a subscription-first D2C store on Shopify Plus.
• Launch a dedicated B2B wholesale website with a self-serve purchase portal for account holders.
• Turn B2B enquiries into instant, personalised quotes.
• Connect each store to the right tools: Klaviyo for D2C, HubSpot and Xero for B2B.
• Automate the B2B business processes linking Shopify, HubSpot and Xero.
• Keep the two stores separate in the back end but seamless for customers.

Our approach: one Shopify Plus build, two stores

We kept Riley on two Shopify Plus stores: weareriley.com for consumers, and wholesale.weareriley.com for business customers. Separate stores give each side of the business its own products, pricing, payment terms and reporting. A shared design system of reusable sections, plus clear links between the two sites, means customers move between them without noticing the join.

We ran the project through our Launch process:

1. Audience Discovery

We started with Riley's story, mission and competitors, then studied both customer groups through stakeholder sessions and data from Google Analytics, Microsoft Clarity and Shopify. D2C and B2B customers were researched separately, but designed for together.

2. Concepts

We created three distinct concepts, each with a homepage, B2B enquiry page and subscriptions page for mobile and desktop, along with colourways, typography and mood boards. Riley's feedback shaped a single final direction for both websites.

3. Design

We designed 15 templates as one system, covering the homepage, collections, products, cart, search, blog, resource centre, about, impact and subscription pages, plus B2B enquiry, industry and purchase dashboard templates. Every section was built to work for both audiences.

4. Development

We built a new custom theme in both Shopify Plus stores, with QA on every template and structured user acceptance testing with Riley's team before anything went live.

5. Tracking, SEO and launch

We integrated Google Analytics, Google Ads and Meta tracking, supported Riley through launch, and ran a technical SEO audit a month later to fix any issues Google flagged and pick up quick wins.

A subscription-first D2C experience

For consumers, everything leads to subscribe and save. We built a custom integration with Skio so subscriptions sit at the heart of the product page rather than in a separate add-on. Shoppers choose their absorbency, pick how many boxes they want and see their saving of up to 20% update as they go.

• Bundle builder: customers build a custom bundle from any mix of products and box sizes, with pricing that updates as they go.
• Product pages: clearer subscription framing and stronger product education, so the value of subscribing is obvious.
• Why subscribe: a conversion-led page that explains flexibility, savings and reassurance in seconds.
• Shared cart: a low-friction, reassurance-led cart drawer and cart page used across both stores.

Custom Klaviyo integration for D2C

Klaviyo is the CRM for Riley's consumer business. We built a custom Klaviyo integration on weareriley.com so customer and subscription data from the new store reaches Klaviyo without manual exports, giving Riley's team one place to segment and message their D2C customers.

A B2B wholesale website on Shopify Plus

Riley for business needed to win new accounts and make life easy for existing ones. We built wholesale.weareriley.com as a dedicated B2B website on Shopify Plus.

• Custom quote quiz with auto-quote: prospects answer a few questions about their organisation. Business logic then generates a personalised quote and sends it straight to them, with a copy going to Riley's customer service team.
• Industry templates: a master template for offices, hospitality, gyms, retail and the public sector, so Riley can launch a new industry page without a developer.
• B2B enquiry and pricing page: the landing page for Riley's B2B advertising campaigns, designed to build confidence and drive enquiries.
• Resource centre: guides, training and events for workplace customers.

The B2B customer portal

Once a business becomes a customer, everything they need lives in one place: a self-serve trade account portal on wholesale.weareriley.com. We designed it to feel like Riley while working like a proper B2B tool.

• Dashboard: recent quotes and orders, payment terms and outstanding balances at a glance.
• Ordering by location: buyers switch between their sites, see the catalogue and pricing for each one, and reorder in a few clicks.
• Pay now or pay by invoice: card payment or invoice on account terms, chosen at checkout.
• Quotes, orders and invoices: create and track quotes, follow order and delivery status, and download invoices.
• Reports: spend by location, product and purchase order, with filters and export for finance teams.
• Team accounts: account owners add and manage the colleagues who order on their behalf.
• B2B subscriptions: Shopify doesn't normally let B2B customers subscribe, so we built a workaround with Skio that lets business accounts set up regular deliveries.

Business process automation: HubSpot and Xero

The biggest win sat behind the scenes. Riley's B2B team was copying customer details, orders and invoices between Shopify, HubSpot and Xero by hand, which took a full working day every week.

HubSpot is Riley's CRM and communications tool for business customers, so we built a custom integration connecting the wholesale Shopify Plus store to HubSpot and Xero. Customer and order data now flows between Shopify and HubSpot, and invoicing flows through to Xero, without anyone re-keying it. The result is fewer errors, faster invoicing, and one day of work saved every week, time the team now spends on growing accounts instead of admin.

Results

• One day of admin saved every week through the custom HubSpot and Xero integration.
• The right CRM for each audience: Klaviyo connected to the D2C store and HubSpot to the B2B store.
• Instant, personalised B2B quotes instead of manual back-and-forth.
• A self-serve B2B customer portal where account holders reorder by location, pay by invoice and pull their own reports.
• A subscription-first D2C store that puts Riley's most valuable offer front and centre.
• Two stores, one brand: a single design system that scales across D2C, B2B and new industries.

Conclusion

Riley now has a premium, subscription-first store for consumers and a B2B wholesale portal for businesses, both on Shopify Plus and joined up behind the scenes. Custom integrations with Skio and Klaviyo on the D2C side, and HubSpot and Xero on the B2B side, turned a manual operation into an automated one, giving the team back a day every week to focus on growth.

Running D2C and B2B on Shopify, or losing hours to manual admin between Shopify, your CRM and your accounting software? We design, build and integrate Shopify Plus stores that do more of the work for you.

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