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Case Study

Grinds

From legacy theme to conversion machine. How Theory helped Grinds modernize their Shopify store and scale DTC without disrupting live sales.

Services

Full Site Rebuild
Bundle Builder
UI/UX Design
Dev Retainer

The Client

Grinds sells nicotine-free pouches as an alternative to traditional tobacco products. With a growing DTC and retail presence, they needed a Shopify experience that could keep pace - without the technical debt slowing them down.

Client Goals

Modernize the Shopify theme without disrupting sales.
Improve conversion across core product lines.
Reduce reliance on third-party apps.
Build a custom bundle experience for product differentiation.
Create a scalable technical foundation for growth.

The Problem

A growing brand hitting the ceiling of an aging Shopify setup.

Legacy Theme Bottleneck
An outdated theme was slowing development and blocking new features.
Fragmented Customizations
Years of patchwork built on outdated frameworks made changes risky and slow.
UX Gaps With No Quick Fix
Core experience issues couldn't be solved without deeper structural changes.

What We Did

Theory Digital partnered with Grinds to rebuild the site from the inside out - starting with quick-win conversion fixes, then evolving into a full 2.0 migration, custom bundle builder, and native cart experience. All without taking the store offline.

Shopify 2.0 Migration — Zero Downtime
A complete in-place rebuild. No domain switch, no disruption to revenue. Shifted to 2.0 architecture with modular sections, faster dev cycles, and more creative flexibility.
Custom BYO Bundle Builder
A native bundle experience built without third-party apps. Flexible flavour selection logic that differentiates Grinds in a crowded market - faster, cheaper, and more stable than app-based alternatives.
Custom Cart with Tiered Gifting
A fully native cart designed to boost AOV. Tiered progress bar with dynamic thresholds, a "Select Your Own Free Gift" module, and integrations with third-party gifting apps - all optimized for mobile.
Removed App Bloat & Improved Performance
Simplified the third-party tooling stack, replacing laggy plugins with native solutions. Faster load times, lower monthly overhead, fewer dependencies.