CASE STUDY · 2026
Burren Perfumery.
Milk Bottle Labs has been the e-commerce partner behind Burren Perfumery since 2018 — building their original Shopify store and returning in 2026 to deliver a full Shopify 2.0 upgrade for one of Ireland's most celebrated artisan brands.
THE CHALLENGE
Building a store as beautiful as the landscape that inspires it — and then rebuilding it, better.
Burren Perfumery is one of Ireland's most distinctive artisan brands. Rooted in the extraordinary limestone landscape of the Burren in Co. Clare, the perfumery creates natural fragrances and skincare products with a story that deserves to be told well. Milk Bottle Labs built the original Shopify store in 2018, establishing the online foundation for the brand's growing direct-to-consumer business.
Eight years on, we returned to deliver a full Shopify 2.0 upgrade — rebuilding the store on the modern Shopify architecture that gives the team complete flexibility to manage and evolve their store without developer dependency. Two engagements, one trusted partner, one brand that has never stopped growing.
WHAT WE DELIVERED
- 01
Overview
Burren Perfumery is nestled in the heart of the Burren, one of Ireland's most remarkable natural landscapes. The perfumery has been creating natural fragrances, cosmetics and herbal teas inspired by the unique flora of the Burren since 1972 — making it one of Ireland's longest-established artisan companies. The shop and its café have become a destination in their own right, drawing visitors from across Ireland and around the world — including loyal customers from the UK, Europe, Canada and beyond. The online store is a direct extension of that experience, and getting it right matters. Milk Bottle Labs has been the e-commerce partner behind Burren Perfumery since 2018, building the original Shopify store and returning in 2026 to deliver a complete Shopify 2.0 upgrade.
- 02
The 2018 build
When Burren Perfumery approached Milk Bottle Labs in 2018, they needed a Shopify store that matched the quality and character of the brand — a store that could convey the story behind the products as clearly as it could sell them. We built the original store from the ground up, designing a shopping experience that made it easy for customers to discover the full product range, explore each collection in depth, and complete a purchase with confidence — from browsing through to checkout. The design balanced the artisan, natural identity of the brand with the commercial requirements of a growing direct-to-consumer business. The 2018 store gave Burren Perfumery a solid e-commerce foundation that generated real revenue and growing sales year on year — through expanding product ranges, increasing international demand, and the kind of steady growth that comes from a brand that knows exactly what it stands for.
- 03
The 2026 upgrade
By 2026, Shopify had evolved significantly. The launch of Shopify 2.0 brought a new architecture — Online Store 2.0 — that fundamentally changed how Shopify themes are structured and how merchants manage their stores. With Shopify 2.0, merchants can add app blocks, customise sections anywhere on any page, and build a far more flexible store experience without writing code. Integration with third-party tools — from marketing platforms to dedicated stock management systems — became far simpler under the new architecture. For a brand like Burren Perfumery, that flexibility matters. Seasonal product launches, editorial landing pages, gift guides, and story-driven content all become much easier to manage on a 2.0 theme. Milk Bottle Labs returned to rebuild the store on the modern Shopify architecture — a complete theme upgrade built on the technology and innovation of Shopify 2.0, giving the team the tools they needed to keep the store evolving independently.
- 04
What we built
The 2026 Shopify 2.0 upgrade involved a complete rebuild of the store theme — not a patch or an incremental update, but a ground-up rebuild on the new architecture. We retained the visual identity and character of the brand while introducing a cleaner, faster, more modular store structure. Every page template was rebuilt using Shopify 2.0's section and block system, giving the Burren Perfumery team the ability to customise their store without touching code. The product pages, collection pages, homepage and content pages were all redesigned and rebuilt with the flexibility to evolve. Shopify's hosting infrastructure means there are no server costs to manage, no critical downtime risk, and no money spent on maintenance — a genuine benefit for a business focused on growth. We also connected the store to the channels that matter most — Google Shopping, Instagram and Facebook — so the team can market the brand and advertise to new customers wherever they spend time online.
- 05
Klaviyo email marketing
The 2026 engagement included a full Klaviyo integration, redesign and rebuild alongside the Shopify 2.0 theme upgrade. Klaviyo is the email marketing platform of choice for ambitious Shopify merchants, and its native Shopify integration means that customer records, purchase history, product data and real-time browsing behaviour flow directly into Klaviyo without any manual intervention — making it the most powerful email marketing tool available to Shopify and Shopify Plus brands. We rebuilt Burren Perfumery's Klaviyo account from the ground up. The email templates were redesigned to match the new store — reflecting the natural, artisan quality of the brand in every email, built in the Klaviyo email editor and tested across all major email clients and devices. A complete suite of automated Klaviyo flows was built and configured, including a welcome series for new subscribers, an abandoned cart flow to recover revenue from customers who did not complete their purchase, a browse abandonment sequence for high-intent visitors, and a post-purchase flow to deepen the customer relationship after every order. Klaviyo segments were built to separate the audience by product interest, purchase frequency, location and engagement level — giving the team the ability to run targeted email campaigns to the customers most likely to respond, rather than sending the same newsletter to the entire list. All Klaviyo flows and email templates were thoroughly tested before the new store went live, including A/B testing of subject lines, preview text and send timing. The result is an email marketing programme that works automatically in the background, generating consistent revenue and supporting customer retention without requiring ongoing manual effort from the Burren Perfumery team.
HOW IT SHIPPED
How it shipped. Then onward, together.
| 2018 | Original store build | Milk Bottle Labs builds the original Shopify store for Burren Perfumery, establishing their direct-to-consumer online presence. |
| 2026 — Week 1–2 | Discovery & audit | Full review of the existing store, performance audit, UX analysis and Shopify 2.0 architecture planning. |
| 2026 — Week 3–7 | Theme rebuild | Ground-up rebuild of the store theme on Shopify 2.0 architecture — all templates, sections, blocks and metafield integrations. |
| 2026 — Week 8–10 | QA & launch | End-to-end testing, UAT with the Burren Perfumery team, go-live and post-launch support. |
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