Northern Artillery has been appointed by Bert & May to redevelop the brand’s ecommerce platform, with the project focused on strengthening online performance and reducing operational friction.
The project will see the Leeds agency rebuild Bert & May’s existing Shopify Plus store on a new custom theme, replacing the current setup which has become restrictive both commercially and technically.
Known for its handmade artisan tiles, reclaimed materials and design-led interiors aesthetic, Bert & May has built a strong reputation across both consumer and trade audiences, with the website now identified as a critical area for improvement as the business looks to support future growth more effectively through digital.
The redevelopment will focus on improving product discovery, simplifying buying journeys and creating a digital experience that better reflects the quality and detail of the Bert & May brand. The new platform will also reduce operational friction, strengthen support for trade customers through Shopify B2B, and establish a more stable technical foundation for future growth.
Liam Grogan, director at Northern Artillery, said: “Bert & May is a great brand with a beautiful product range, but the current digital experience doesn’t fully reflect that online. The focus is on fixing that properly, improving usability and creating a cleaner platform that can support both immediate gains and longer-term growth.”
Founded by Lee Thornley, Bert & May began as a reclaimed tile business in Andalucía before evolving into one of the UK’s best-known premium tile brands, recognised for combining traditional handmade production methods with a distinctive raw yet refined design language.
Northern Artillery was founded around four years ago by former IMA Directors Fiona Dollan, Liam Grogan and Stuart Baker and specialises in digital creative and development, 3D and motion services and partnering with brands seeking creative production support.
The first phase of the project is now underway.
