OPI UK are a world-renowned nail care brand with global reach.

OPI’s eponymous nail polishes, known for their quirky names (our favourite is ‘IS MAI TAI CROOKED?’) are found in salons, nail bars and stores around the world, including Selfridges and Harrods. They have received some huge celebrity endorsements from Gwen Stefani, Katy Perry, and even Justin Bieber.

OPI UK we’re looking to partner with a new full service Magento agency. They approached us to build a site from scratch that would represent their brand, and deliver complex functionality. They needed a site that could serve two separate business functions: customer retail sales, and trade sales.

The site was also going to need to deliver a strong brand message, drive sales, and integrate with their existing ERM system. With the existing site seriously out of date, they were missing opportunities.

Magento Development

We built OPI UK a brand new Magento website from the ground up, creating two separate ecommerce areas: one for retail consumers, and a ‘locked-down’ site for trade sales.

Along with the trading pages, the site includes several, totally bespoke, non-ecommerce pages such as Salon Finder, a Resource Library for trade, and Product Training pages.  These content pages are powered by WordPress, which has been seamlessly integrated with Magento.

Magento development for OPI
Website design for OPI

Easy Content Management

OPI’s new site serves lots of different areas of their business, and with over 50 staff they needed to be able to manage the content easily and efficiently.

We built a custom content-syncing plugin between the retail and trade sites and provided on-site training to staff.

Through exhaustive testing we made sure the CMS was as robust as OPI needed it to be. We really tried – and failed – to break it!

Ecommerce Web Design

We kept OPI’s brand and customer at the heart of the web design, carefully scoping their target audience, referring closely to their campaign imagery, product photography and listening to their voice in the market.

By getting to know OPI’s customer we were able to build a user experience that was optimised for their needs. We built

  • Totally custom menu structure
  • Our advanced AJAX ‘Add to Basket’ modules
  • Implemented a custom ‘One-Step-Checkout

All these elements were designed to convert more sales and create a fluid, easy customer journey.

Ecommerce web design for OPI
Responsive design for OPI

Responsive Design

We learned that a whopping 35% of OPI’s traffic was from tablet users, with mobile traffic on the rise.

In order to make the most of these visitors we built a responsive site that works for tablet. As and when they need to adapt to changes in the market, this can be easily extended to mobile in the future.

OPI nail laquer
OPI nail laquer in a box
yellow OPI nail lacquer