Sur.co — Custom Shopify E-Commerce Store
Custom Shopify theme development for Sur.co — a premium e-commerce brand. Bespoke Liquid theme, original UX/UI design, mobile-first, conversion-optimised product pages and checkout.
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WebsiteeCommerceShopifyJavaScriptDesignDevelopment
Sur.co is a premium e-commerce brand that needed a fully custom Shopify theme to replace a generic template. Vasilkoff delivered a bespoke Liquid theme with original UX/UI design, mobile-first implementation, conversion-optimised product and collection pages, and seamless checkout flow — giving the brand a unique, high-performance storefront that reflects its premium positioning.
Sur.co — Premium Shopify Store with a Custom Theme
Sur.co is a premium brand that came to Vasilkoff with a clear problem: their Shopify store was running on a generic template shared by thousands of other shops. The design didn't reflect the quality of the product, and the user experience wasn't converting at the level a premium brand should expect.
We replaced it with a fully custom Shopify theme — designed and built from scratch.
What We Built
Custom Shopify Theme (Liquid)
A bespoke theme written in Shopify's Liquid templating language — not a customised version of an existing theme, but a ground-up build specific to Sur.co's brand and product range. Every section, block, and interaction was designed for this store.
Original UX/UI Design
The design process started with the brand and the customer — what does a premium buyer expect when they land on this store, and how does the layout, typography, and visual hierarchy communicate that quality? We designed the full storefront before writing a line of code.
Mobile-First Implementation
The majority of premium e-commerce traffic arrives on mobile. The Sur.co theme was built mobile-first — the mobile experience was designed and optimised before the desktop layout was extended from it, not the other way around.
Conversion-Optimised Product Pages
Product pages designed to convert — clear product photography hierarchy, trust signals in the right places, size/variant selectors that don't create friction, and an add-to-cart flow that removes every unnecessary step between decision and purchase.
Collection and Navigation Architecture
A collection structure and navigation system that makes product discovery intuitive — customers find what they want without thinking about it, which reduces bounce and increases average session depth.
Checkout Integration
Seamless integration with Shopify's native checkout, payment gateways, and shipping configuration — with the custom theme maintaining visual consistency through the entire purchase flow.
The Result
A premium storefront that matches the quality of the product — unique, fast, and built to convert. Sur.co no longer looks like every other Shopify store.
Contact us to build a custom Shopify theme for your e-commerce brand.
Project site: sur.co