Replatforming an Icon:
How Tangle Teezer Turned Its DTC Site into a Brand Flagship

Sector

Beauty

Our role

Website Design,
Development,
Migration,
SEO,

Tangle Teezer

Tangle Teezer, a multi-award winning, iconic, hair brush that started as an idea in a hair salon, and has since sold over 80 million units across 75 countries. From celebrities and hairstylists, to loyal customers, Tangle Teezer has become a staple in everyday life, while often being described as ‘life changing’.

Challenge

Tangle Teezer’s website (Tangleteezer.com) currently represents only 1% of all business, with main UK competitors being LOOKFANTASTIC and Amazon.

They needed to replatform urgently due to Shopware 5 becoming obsolete as well as a range of difficulties, including high development costs, slow rollouts, limited third-party integrations, a poor checkout experience, and weak analytics. These limitations have impacted the website’s competitiveness, user experience, and conversion rates.

One of the key objectives of the migration from Shopware 5 to Shopify Plus was to establish a flagship store on the website, with every detail in place reflecting the Tangle Teezer brand.

Given Tangle Teezer’s iconic status, it was important for the new website to reflect that, while addressing the brand’s concerns with its previous platform.

Solution

The new design fosters trust and emotional connection, enhances sustainability messaging, and delivers a seamless user experience. It also provides engaging content and supports marketing efforts to expand a loyal customer base.

Migrating products from a simple platform into Shopify, we carefully structured product data to utilise variants, tags, metafields and metaobjects. To allow a customer to verify the authenticity of their Tangle Teezer product, a custom page was built which upon scanning the QR code displayed on their package, would confirm the product was indeed genuine (or not!). Finally, we worked with our friends at HighCohesion who were able to provide an integration between Shopify & Microsoft NAV.

As the website was migrating to Shopify, it was essential for SEO to be involved throughout the process. This was mandatory to ensure the site’s visibility and performance were both carried over from the old site to the new. The key tasks were to map and implement the redirects from the old site to the new site, conduct thorough technical SEO audits and fixes and ensure the new website was optimised as best as possible for its desired key terms.