Millie & Jones
A bed is not a bed to a parent
Millie & Jones is a family-run UK business selling bunk beds, high sleepers, mid sleepers, house beds, gaming beds and mattresses for children and teenagers. Every order plants a tree. The catalogue is wide, the buyer is cautious, and the decision is made on safety, size and delivery — not on price alone.
01 — The challenge
193 products, 114 collections, and a parent who only wants one right answer.
A children's bed is bought once every several years, costs several hundred pounds, and carries questions a generic product grid never answers: is it safe at my child's age, will it fit the room, which mattress goes with it, who assembles it, and what happens if it arrives damaged.
With 193 products spread over 114 collections, the risk was a store that made a cautious parent browse until they gave up.
The catalogue was never the problem. The absence of guidance was.
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193
Products merchandised across the store
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114
Collections and sub-collections structured for browsing
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6
Filter facets on every collection: size, type, delivery, assembly, price, colour
02 — Our approach
Route the parent by bed type, then remove every reason to hesitate.
We designed and built the store around how families actually shop: bed type first (bunk, high sleeper, mid sleeper, house, gaming, toddler, teen and guest), then age, then room constraints. Collection pages carry sub-category chips at the top, a six-facet filter rail — mattress size, product type, delivery time, assembly option, price, colour — and long-form buying guidance below the grid that answers the safety, sizing and age questions in the same place the choice is made.
Reassurance is designed in rather than bolted on: Trustpilot reviews, the up-to-five-year guarantee, Klarna and Clearpay instalments, next-day delivery badges on stocked lines, a Room of Choice assembly service page, and a repeated 'Why Families Choose Millie & Jones' card placed inside the product grids so it is read, not scrolled past.
Product pages pair colour and size selection with a recommended-mattress cross-sell, made-to-order lead times and the returns policy up front. A bed finder quiz catches undecided visitors, and the family story and sustainability commitment — a real tree planted for every order — carry the brand rather than a discount banner. We continue to maintain and improve the store.
More on this work: Shopify Development · Web Design · Web Development.
guided by bed type
Route by category, filter by constraint,
reassure at every scroll.
Collection pages open with sub-category chips — bunk, high sleeper, mid sleeper, house, gaming, toddler, teen, guest — then expose a six-facet filter rail: mattress size, product type, delivery time, assembly option, price, colour. Long-form buying guidance sits below the grid, answering safety and age questions where the parent is choosing, not hunting for an FAQ.
03 — The results
A 193-product store that reads like a staffed shop floor.
The store now routes families by bed type first, then room constraint and delivery urgency. A bed finder quiz catches undecided visitors. Product pages pair size and colour selection with a recommended mattress cross-sell, lead times and the returns policy visible before checkout.
Trustpilot reviews, the up-to-five-year guarantee, Klarna instalments, next-day delivery badges and a Why Families Choose card repeat inside the grids so reassurance is read, not scrolled past. We maintain and evolve the store.
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