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Loom & Last

Design and digital

Founded in 2006, the Natural Curtain Company set out to take the faff out of made to measure curtains. Prompted by a brand expansion into new product categories, in 2019 the business executed a rebranding to Loom & Last.

Part of their new brand vision was the need to deliver a clean, image-led eCommerce website redesign befitting for a luxury brand. The scope of the project was to significantly overhaul the user interface and visual design to reflect the new branding – with the over-arching aim to both improve user experience and streamline the key eCommerce journeys to conversion.


To embrace the luxury lifestyle nature of the brand, we created a ‘Shop the look’ way of browsing product, with clickable hot-spots on lifestyle imagery allowing users to be both inspired and easily presented with cross-selling opportunities.

The new site design breathes life into the concept of a shoppable, editorial-like experience. Visually-led, the site also adheres to eCommerce usability best practice. The user interface remains consistent, yet offers a tailored approach depending on the product type a customer is interacting with, as a number of products offer users the ability to customise with numerous attributes.

Now Loom & Last have a suite of standardised UI components, a pattern library to cater for products with shorter/longer customisation options – enabling Loom & Last to achieve a consistent, sustainable and scalable design moving forward.

If you would like to find out how Thinking Juice can partner with you on your next digital project, why not get in touch?

UX Design
UI Design