Moore & Giles: Transforming Digital Commerce with a Custom BigCommerce Theme

At Zealab, we specialize in crafting digital experiences that align seamlessly with the values and aspirations of premium brands. When Moore & Giles approached us, they faced a significant challenge—their existing website didn’t reflect their brand’s values, and they couldn’t make content changes easily.

Moore & Giles is synonymous with premium leather goods that embody timeless design, unparalleled quality, and a dedication to craftsmanship, sustainability, and innovation. Their brand is built on the pillars of exceptional materials, meticulous attention to detail, and a commitment to enduring style. However, their previous website fell short of reflecting these values. Hindered by technical limitations, it required developer intervention for even the smallest updates, making changes slow, costly, and inefficient. Limited design flexibility and restricted content control further stifled their ability to execute innovative, revenue-driving strategies.

To address these challenges, Moore & Giles partnered with Zaelab to develop a powerful, scalable BigCommerce solution. Together, we developed a robust BigCommerce theme designed to seamlessly support two websites and three distinct product categories: finished goods, furniture, and wholesale leather. This unified yet highly adaptable theme delivers a tailored user experience for each category while maintaining the consistent, elevated brand identity Moore & Giles is known for—all powered by the native functionality of BigCommerce.

The results have been transformative. By replatforming to BigCommerce and implementing a fully customizable theme, we’ve revolutionized Moore & Giles’ approach to content management and design. With the intuitive BigCommerce Page Builder and over 30 custom widgets, their marketing team now has the freedom to create, update, and optimize visually stunning content—without relying on technical support. This newfound agility allows us to swiftly adapt to market trends, implement new strategies, and drive revenue growth with precision and efficiency.

Moore & Giles’ digital presence is now as refined and dynamic as the products we create, empowering us to deliver an exceptional online experience that mirrors the quality and craftsmanship of Moore & Giles’ leather goods.

A Unified Yet Distinct Multisite Theme

One of the standout achievements of the Moore & Giles BigCommerce theme is its ability to seamlessly support both direct-to-consumer (DTC) and business-to-business (B2B) storefronts within a single, cohesive framework. This multisite approach powers two distinct websites—mooreandgiles.com (consumer-focused) and mooreandgilesleather.com (B2B-focused)—each offering a tailored user experience while maintaining brand consistency.

The theme also elegantly accommodates three unique product categories: finished goods, furniture, and wholesale leather, ensuring a seamless yet distinct browsing journey for each audience:

• Finished Goods: A polished, consumer-friendly interface featuring dynamic product badging, swatch requests, and visually engaging elements to enhance the shopping experience.

• Furniture: A refined extension of the finished goods experience, complete with advanced filtering for made-to-order and ready-to-ship options, ensuring a smooth and intuitive browsing process.

• Wholesale Leather: A B2B-optimized layout with intuitive search and filtering by color, immersive product card image carousels, and an enhanced product comparison tool. Exclusive tools for sales representatives further streamline the wholesale buying process.

Enhanced Product Interaction & Visual Storytelling

Moore & Giles understands the power of high-quality imagery and interactive design to create an immersive shopping experience. The new theme brings this vision to life through:

• Interactive Product Cards: Rollover images and dynamic variant swatches allow customers to preview product variations in real time.

• Variant-Specific Badges: Highlighting key attributes like ‘Pre-Order,’ ‘Limited Edition,’ and ‘Bestseller’ at the variant level using metafields.

• Default Variants by Category: Displaying the most relevant product variant first, based on the category context.

• Category Availability Filtering: Customers can refine product listings by availability, such as ‘Ready to Ship’ or ‘Made to Order.’

• 360° Product Viewer: (Powered by Cylindo) A dynamic tool that updates upholstery colors and configurations in real time, offering a more comprehensive product visualization.

• Seamless Monogramming: Personalization options with automatic cost calculations using modifier options and price rules.

• Filterable Variants: A product architecture that makes variants searchable, sortable, and filterable using native BigCommerce functionality.

Agile Content Management & User Experience Enhancements

The new theme empowers Moore & Giles’ marketing team with unprecedented control over content and layout, enabling rapid updates without developer assistance. Key improvements include:

• No-Code Components & Drag-and-Drop Page Builder Widgets: Moore & Giles’ team can launch campaigns in minutes, not days, using the 30+ custom widgets available within BigCommerce's Page Builder.

• Request a Swatch Form: A custom modal that allows customers to efficiently order leather swatches, with order data sent to BigCommerce via middleware.

• Filter Swatches Using JSON: Swatch filtering data is dynamically served from JSON files hosted on BigCommerce WebDAV, allowing for flexible updates without redeploying the theme.

• Events Page Powered by JSON: Upcoming events and announcements are managed through JSON files, ensuring seamless and efficient updates.

Streamlined B2B Ordering & Data Integration

For B2B buyers, the theme introduces functionality that simplifies order placement and enhances operational efficiency:

• Find a Rep Tool: An API-powered tool that helps customers quickly locate sales representatives for personalized service.

• Variant Listing Page: A specialized product detail page template that functions like a category page, enabling B2B users to add multiple swatches to their cart simultaneously.

• Compare Products: A powerful tool for side-by-side product evaluation, helping customers make informed purchasing decisions.

• Gated Features for Specific Customer Groups: Exclusive features are available only to logged-in customers in designated groups.

• PIM & ERP Integrations: Ensuring product data remains consistent across all touchpoints.

Results & Business Impact

By leveraging native BigCommerce functionality—such as metafields and the GraphQL API—without relying on third-party apps, the Moore & Giles theme delivers a highly flexible and scalable solution. The results speak for themselves:

• Higher Conversion Rates: Optimized product pages and interactive elements drive more engagement and sales.

• Greater Design Control: The marketing team can experiment with layouts and visuals without developer intervention.

• Operational Efficiency: Seamless integrations ensure product data consistency and reduce manual effort.

Explore the Moore & Giles Digital Experience

Moore & Giles’ custom BigCommerce theme has transformed their digital storefront into a scalable, visually compelling platform that serves both B2B and consumer audiences—without sacrificing flexibility or efficiency. Here’s a glimpse of it in action:

• Finished Goods Listing: Enhanced with product swatches and variant-specific badging.

• Furniture Listing: Filtering for made-to-order and ready-to-ship options.

• Furniture Detail: Featuring a 360° viewer, swatch requests, and variant sorting.

• Wholesale Leather Variant Listing: Variants listed individually, allowing for sort by color and quick add.

• Wholesale Leather Article Listing: Product card image gallery enhances product exploration.

• Wholesale Leather Detail: Enhanced PDP experience with a variant display grid.

• Product Comparison Tool: A powerful tool for side-by-side evaluation.

• Find a Representative: Interactive tool for locating sales reps.

By embracing BigCommerce’s design flexibility and robust features, Moore & Giles has built a future-proof, scalable digital storefront tailored to the unique needs of both DTC and B2B audiences. The result? A seamless, engaging, and efficient online experience that reflects the quality and craftsmanship of Moore & Giles premium leather goods.

I’m interested! What’s next?

Interested in transforming your eCommerce experience? Explore BigCommerce and Zaelab’s capabilities to drive growth and delight your customers.

Schedule a meeting with Zaelab to learn more about the solutions we can bring to your BigCommerce business, or to learn about what we can do for BigCommerce developers.