That Wallpaper Shop
Building a 1,200-product wallpaper store on headless commerce, for an independent shop that had outgrown an off-the-shelf platform
Overview
Vivienne Rose Wallpaper & Interiors is an independent, family-run shop in the market town of Beverley, trading online as That Wallpaper Shop. They sell curated wallpaper from names like Laura Ashley, Harlequin, Clarke & Clarke, Cath Kidston, Joules and Graham & Brown, all fulfilled on a drop-ship model, so the store needs to carry a big catalogue without holding the stock.
The brief was to give them a proper online shop that could hold well over a thousand products, stay fast, and be run day-to-day by the owner without a developer on call.
The Challenge
A wallpaper catalogue is deceptively hard. Every design comes in multiple colourways, each with its own image and its own price, and the whole thing runs to thousands of rows. Off-the-shelf platforms either buckle under that many products or turn every colourway into a separate, disconnected listing that shoppers can't browse cleanly.
There was a second, quieter problem: the raw product data lived across supplier catalogues, not in one tidy feed. Names, colourways, prices and imagery all had to be pulled together, de-duplicated and modelled properly before any of it could become a shop, and the wrong colourway image must never end up on the wrong product.
The Approach
We built the whole catalogue programmatically. More than a thousand roll-only products were assembled across six brands, each design modelled as a set of colourway variants with its own price, SKU and lead image, so a shopper browses one design and picks a colour, rather than wading through near-duplicate listings.
Getting the imagery right mattered most. Rather than pool photos at the design level, we captured each colourway's own gallery so the right image always leads the right product, no shared covers, no mismatches. Colour, brand and room facets were derived from the catalogue so the filters are real, not hand-maintained.
On top of the catalogue sits a genuine commerce engine: shipping zones and weight-based rates with a delivery-method picker at checkout, a free-UK-delivery threshold, Stripe checkout, and a CMS the owner controls, home page, navigation, promo banners, brands and pages all editable without touching code.
The Results
A catalogue at scale, on a store the owner runs herself.
What We Built
Catalogue at Scale
1,200+ wallpapers modelled and built programmatically, browsable without slowing the store down
Colourway Variants
Each design offered as its true colour options, every colourway carrying its own image and price
Real Facet Filters
Colour, brand and room facets derived from the catalogue, with visual colour swatches
Shipping Engine
Zones and weight-based rates with a delivery-method picker and free-UK-delivery threshold at checkout
Stripe Checkout
A clean, mobile-first checkout with the delivery choice charged correctly, no surprises
Owner-Run CMS
Home page, navigation, promo banners, brands and pages all editable by the shop, no developer needed
Fast at Scale
A headless front end that loads quickly even across a catalogue of well over a thousand products
Drop-Ship Ready
Made for a business that sells a huge range without holding the stock itself
Inside the Store
The live storefront at thatwallpapershop.com.
What This Demonstrates
Catalogue Engineering
Turning messy supplier data into a clean, modelled 1,200-product shop
Performance at Scale
Keeping a headless storefront fast across thousands of variants
Commerce Platform Depth
Shipping, checkout and delivery pricing owned end to end
Handed to the Owner
A store the client genuinely runs herself, day to day
Outgrowing your platform?
If your catalogue is too big or too fiddly for an off-the-shelf shop, let's talk about a headless store built around how you actually sell.