Urban Space’s Digital Makeover: Turning Clicks Into Crores
Client Background
Urban Space is a premium brand in the textile and home furnishings industry (and a Shark Tank India featured company), is also a part of a global market valued at USD 129.90 billion in 2024. Blending Jaipuri ethnic craftsmanship with modern design, Urban Space offers a wide range of products including bedsheets, dohars, comforters, curtains, rugs, and cushions.
With high-quality products and strong offline recognition, Urban Space was well-positioned for growth, but its digital storefront wasn’t yet optimized to match its ambition.
The Challenge
Despite impressive growth potential, Urban Space’s website and online presence were holding them back:
- Outdated design that didn’t reflect the brand’s premium positioning.
- Confusing navigation that made it harder for customers to browse across multiple product lines.
- Limited mobile optimization at a time when most eCommerce shopping happens on smartphones.
- Weak SEO visibility and under-leveraged digital marketing channels.
The risk for them was losing potential customers and slowing down scalability in a market that moves fast.
The Solution: Our Core Website Optimization Framework
Shopify as the Growth Engine
Urban Space’s digital turnaround was powered by Shopify, the backbone of its new eCommerce presence. The platform gave the brand more than just a store, it delivered scalability, stability, and flexibility to support rapid growth. Here’s how Shopify helped:
- Smooth Catalog Management: With hundreds of SKUs across bedsheets, comforters, curtains, and more, Shopify’s robust product management made it easy to handle inventory, collections, and variants (sizes, colors, fabrics).
- Mobile-First Experience: Shopify’s responsive themes and customizations allowed us to design a smooth mobile shopping journey. Considering that over 60% of Urban Space’s audience browses on smartphones, this was non-negotiable.
- Built-In Performance: Shopify’s fast hosting and optimized checkout flow reduced friction, cutting down on cart abandonment and boosting conversions.
- Apps & Integrations: Leveraged Shopify’s ecosystem to integrate features like customer reviews, upsells, cross-sells, and secure payment gateways, all of which improved trust and average order value.
- Analytics & Insights: Shopify’s analytics suite, combined with custom tracking, gave Urban Space real-time visibility into sales, campaigns, and customer behavior. This data fed directly into decision-making for marketing and scaling.
- Scalable Foundation: If you’re selling 100 orders a day or 10,000, Shopify ensured that the brand didn’t need to worry about downtime or performance bottlenecks during growth spikes (like festive season campaigns).
Shopify isn’t just a platform, its the engine that allowed Urban Space to go from a promising brand to a scalable digital business.
Our Implementation Process
We applied our proven Core Framework, combining design, development, and digital marketing for measurable growth.
Phase 1: Audit & Insights
- Conducted a complete UX and technical audit to uncover friction points.
- Mapped customer journeys, drop-off rates, and competitor benchmarks.
Phase 2: Web Design & Development
- Delivered a modern, mobile-first redesign that reflected Urban Space’s premium brand.
- Simplified navigation and category structures across bedsheets, curtains, and comforters.
- Optimized product pages with compelling descriptions, FAQs, and trust-building elements.
Product Categories We Optimized
Urban Space’s strength lies in its wide product range, but the old website buried these under cluttered navigation. On Shopify, we restructured categories for clarity and flow, making it easy for customers to browse, compare, and purchase:
- Bedsheets: Premium, Jaipuri Ethnic, Fitted, 4-piece Sets
- Comfort & Warmth: Dohars, AC Blankets, Heavy Winter Comforters
- Curtains: Sheer, Cotton Ethnic, Digital Printed
- Home Accents: Rugs, Carpets, Cushions
This structure improved navigation but also boosted SEO visibility for each category, driving organic traffic to the right product lines.
Phase 3: SEO & Marketing
Beyond design, Urban Space needed to be discoverable. That’s where SEO came in:
- Strengthened on-page SEO with keyword-optimized titles, meta descriptions, and schema.
- Improved technical SEO (site speed, mobile performance, indexability).
- Created search-friendly category pages (e.g., “Buy Jaipuri Bedsheets” → direct traffic magnet).
- Launched targeted marketing campaigns, while keeping spend lean at just 6–7% of sales.
- Integrated advanced Shopify analytics to measure ROI and refine campaigns.
The result: Urban Space didn’t just get more traffic, it got the right traffic, turning organic clicks into conversions.
Phase 4: Testing & Scaling
- Ran A/B tests on CTAs, layouts, and product placements.
- Continuously iterated based on data to lift conversions month over month.
The Results: From Good Growth to Great Growth
Urban Space’s performance numbers post-implementation underline the impact of building a strong digital foundation:
- Revenue Run-Rate: ₹45 crores (as of Oct 2023).
- Projected FY23-24 Sales: ₹40 crores.
- YoY Growth: ₹29 crores in FY23-24 (until Oct) vs. ₹20.5 crores in FY22-23 (same period).
- Monthly Sales Surge:
- Aug ’23: ₹4.15 crores
- Sep ’23: ₹3.65 crores
- Oct ’23: ₹8 crores (a record month)
All this while maintaining an efficient marketing spend of just 6–7% of sales, proving that the revamped website and smarter digital pathways translated directly into scalable, profitable growth.
Conclusion & Takeaway
Urban Space’s journey proves that in today’s market, your website is not just an online catalog, it’s your strongest growth channel. By aligning design, development, and marketing into one framework, the brand turned its digital presence into a true conversion engine.
If your business is scaling but your website feels like it’s holding you back, it’s time to treat it as your strongest growth channel. That’s exactly what turned Urban Space into a digital growth story and we can do the same for you.
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