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Online shops on Shopify, designed by ThemeSmith.

Halden & Wick, Whin, Gobsmack and Lug Cycles are made-up brands, built to show what our design system does. Four stores so far; more are on the way.

Each store is a Shopify theme we designed and built, running on a demo store of our own. Demo stores stay behind a password, so you see them here as screenshots, and Halden & Wick as a recorded tour too. A new store joins this page once it passes our checks on a phone and a desktop. Halden & Wick came first; under each store after it, we say how much our design system had to grow to build it.

Made-up brand · Candles, refills and a reed diffuser

Halden & Wick

Hand-poured candles from a two-person workshop in Yorkshire, sold with numbers rather than adjectives: “It burns for 45 hours.”

A 88-second tour, with no sound: the home page, the Nightfall candle and the page one ad lands on, on a desktop 1440 px wide, then the same three on a phone 390 px wide. Recorded from the store on 28 October 2026; the captions name each page.

The first screen, on a phone and a desktop

What a shopper sees before scrolling. Captured from the store on 28 October 2026.

The home page

Phone, 390 px
Phone screen of the Halden & Wick store: the home page, the first screen.
Desktop, 1440 px
Desktop screen of the Halden & Wick store: the home page, the first screen.

A product

Phone, 390 px
Phone screen of the Halden & Wick store: the Nightfall candle’s product page, the first screen.
Desktop, 1440 px
Desktop screen of the Halden & Wick store: the Nightfall candle’s product page, the first screen.

The basket

Phone, 390 px
Phone screen of the Halden & Wick store: the basket, with one candle in it, the first screen.
Desktop, 1440 px
Desktop screen of the Halden & Wick store: the basket, with one candle in it, the first screen.

One ad, and the page it lands on

With Ad Pages, each ad gets its own page in the store's theme, saying what the ad said. Here is one of Halden & Wick's made-up ads beside its page.

The ad · a made-up ad for a made-up brand · Short

Light the end of the day.

Nightfall: black fig, cedarwood and a trace of woodsmoke. It burns for 45 hours. Poured by hand in Yorkshire, forty at a time.

Shop now
Phone, 390 px
Phone screen of the Halden & Wick page for the ad “Light the end of the day.”: the first screen.

See all 21 of its ads and their pages in the Ad Pages demo

Made-up brand · Jumpers, cardigans and knitwear in sizes and colours

Whin

Knitwear from a five-person workshop in Hexham, in colours named after the hill above the town; a size that runs out is “knitted next week”, never sold out.

3 new sections and one new colour-field primitive: colourway, variant picker, size guide. That is how much our design system had to grow to build this store.

The first screen, on a phone and a desktop

What a shopper sees before scrolling. Captured from the store on 28 October 2026.

The home page

Phone, 390 px
Phone screen of the Whin store: the home page, the Sunday jumper in four colours, the first screen.
Desktop, 1440 px
Desktop screen of the Whin store: the home page, the Sunday jumper in four colours, the first screen.

A product

Phone, 390 px
Phone screen of the Whin store: the Sunday jumper’s product page, with its colour and size picker, the first screen.
Desktop, 1440 px
Desktop screen of the Whin store: the Sunday jumper’s product page, with its colour and size picker, the first screen.

The basket

Phone, 390 px
Phone screen of the Whin store: the basket, with one jumper in it, the first screen.
Desktop, 1440 px
Desktop screen of the Whin store: the basket, with one jumper in it, the first screen.

Made-up brand · Hot sauce in four heats, and a tee

Gobsmack

Hot sauce from a railway arch in Leicester, four heats from a closed chip shop’s counter, each said in a word or two: “Slap. The one most people have.”

4 new sections: the shout, heat grid, pick three, photo wall. That is how much our design system had to grow to build this store.

The first screen, on a phone and a desktop

What a shopper sees before scrolling. Captured from the store on 28 October 2026.

The home page

Phone, 390 px
Phone screen of the Gobsmack store: the home page, the brand’s name set across the screen, the first screen.
Desktop, 1440 px
Desktop screen of the Gobsmack store: the home page, the brand’s name set across the screen, the first screen.

A product

Phone, 390 px
Phone screen of the Gobsmack store: the product page for Slap, the second of four heats, the first screen.
Desktop, 1440 px
Desktop screen of the Gobsmack store: the product page for Slap, the second of four heats, the first screen.

The basket

Phone, 390 px
Phone screen of the Gobsmack store: the basket, with a pick-three and two bottles in it, the first screen.
Desktop, 1440 px
Desktop screen of the Gobsmack store: the basket, with a pick-three and two bottles in it, the first screen.

Made-up brand · Steel bikes built to order, and a fitting

Lug Cycles

Lugged steel bikes from a one-builder workshop in Hereford: three models in five sizes, built to order from a queue the store publishes, twelve weeks from deposit to door.

6 new sections and one new table primitive: build-sheet hero, configurator, geometry chart, queue, detail photos, closing table. That is how much our design system had to grow to build this store.

The first screen, on a phone and a desktop

What a shopper sees before scrolling. Captured from the store on 28 October 2026.

The home page

Phone, 390 px
Phone screen of the Lug Cycles store: the home page, the Road’s build sheet as a ruled table, the first screen.
Desktop, 1440 px
Desktop screen of the Lug Cycles store: the home page, the Road’s build sheet as a ruled table, the first screen.

The collection

Phone, 390 px
Phone screen of the Lug Cycles store: the collection, the three bikes and the fitting, the first screen.
Desktop, 1440 px
Desktop screen of the Lug Cycles store: the collection, the three bikes and the fitting, the first screen.

The basket

Phone, 390 px
Phone screen of the Lug Cycles store: the basket, with the deposit for one bike in it, the first screen.
Desktop, 1440 px
Desktop screen of the Lug Cycles store: the basket, with the deposit for one bike in it, the first screen.

Want your shop designed like this?

We don't sell designed stores as a package yet. If you'd like one, tell us about your shop and what you sell, and we'll talk it through. Already running ads to a Shopify store? Ad Pages builds a page for every ad, in your own theme.

Talk to usSee Ad Pages