We built Obeetee's Shopify presence from the ground up and never left. Two separate stores for two markets, and a standing team handling landing pages, SEO, design, and performance week to week.
Obeetee is one of the most respected names in hand-knotted rugs — a house with over a century of craftsmanship behind it, selling to India through obeetee.in and to the UK through obeetee.uk. Carryup built that Shopify presence from scratch, and we've stayed on it ever since. This isn't a project that shipped and closed: the two stores are deliberately run as separate storefronts, and we work as the standing technical and creative team behind both — landing pages, SEO, design, and performance, continuously.
Choose a page and a device, then scroll inside the frame — this is obeetee.in as it runs in production today.
A century of craftsmanship and a catalogue built on provenance, weave, and dimension — none of which a generic theme knows how to sell. The build had to start from what the product actually needs a customer to understand.
India and the UK differ on currency, shipping, duties, merchandising, and buying behaviour. Rather than force one storefront to serve both, the architecture keeps them independent so each can be merchandised and optimised on its own terms.
Rugs sell on texture and detail, which means large images on every page. Performance work is continuous rather than one-and-done — every new collection, campaign page, and seasonal drop brings the weight back.
Collections, campaigns, and seasonal pushes land continuously across both stores. That needs a team on retainer who already knows the codebase — not a fresh scoping cycle every time something new needs to ship.
6 workstreams, delivered by one team.
We were the original developer of Obeetee's Shopify storefronts — theme architecture, catalogue structure, product templates, and checkout, built around how hand-knotted rugs actually sell rather than a stock theme's assumptions.
obeetee.in and obeetee.uk run as separate Shopify stores, each with its own catalogue, currency, shipping logic, and merchandising — so India and the UK can be optimised independently instead of compromising on a shared setup.
Campaign and collection landing pages are a continuous workstream. We build them to brief across both stores, matched to whatever the marketing calendar needs that month.
Technical SEO, site structure, and on-page work run as an ongoing thread across both domains — handled alongside the build work rather than bolted on as a separate engagement.
Design and development sit in the same team on this account, so a new page concept moves from design to production without a handoff between vendors who don't share context.
Core Web Vitals and page speed are maintained continuously across both storefronts — imagery, third-party scripts, and new page templates all get checked against the performance budget as they ship.
The sequence of work, phase by phase.
Built Obeetee's Shopify storefront from scratch — theme architecture, catalogue structure, product templates, and checkout, designed around a heritage rug catalogue.
Stood up obeetee.uk as an independent storefront with its own catalogue, currency, and shipping logic, so the UK market could be run on its own terms.
The engagement moved from project to retainer — the same team that built the stores stayed on to maintain and extend them.
Landing pages, SEO, design, and performance work ship continuously across both storefronts, against the brand's live marketing calendar.
Obeetee's Shopify presence was built by Carryup — not inherited from another agency or picked up mid-project.
obeetee.in and obeetee.uk operate as separate storefronts, each merchandised and optimised for its own market.
The engagement never ended. We maintain both stores and ship new work against them continuously.
Landing pages, SEO, design, and performance work all sit with the same team — no coordination tax between separate vendors.
Carryup, a Shopify-only design and engineering studio based in Bengaluru. Our engagement with Obeetee: Original Build & Ongoing Retainer.
obeetee.in runs on Shopify. Obeetee operates 2 storefronts — obeetee.in and obeetee.uk.
Original store build, both markets; Two independent storefronts; Landing pages, built on request; SEO worked continuously, not audited once, and 2 more workstreams. The full scope is broken down in the "What we built" chapter of this case study.
We only publish case studies where we can show real, verifiable metrics tied to Shopify data — but every brand's starting point is different. Obeetee's results reflect what was possible given their specific gaps; your results will depend on where your store, tracking, and funnel currently stand.
We won't promise a specific number without seeing your data first. What we can promise: a diagnostic that tells you honestly whether the same class of fix applies to your store.
Tell us about your brand — we'll tell you honestly what it would take to build it, and where the revenue opportunity is.
