Montana Labelle
Editorial interior-design Shopify with a slow-scroll, full-bleed portfolio.
A Shopify Plus storefront and editorial experience for a Toronto luxury design studio whose whole point is that taste can't be templated.
The Brief
Montana Labelle has been one of Toronto's defining interior design voices since 2013. Founded on the conviction that great design mixes eras rather than follows formulas — vintage marble alongside contemporary furniture, sourced ceramics alongside commissioned art — the studio launched its retail division, Montana Labelle Lifestyle, in 2019. The shop curates lighting, furniture, textiles, hardware, bath and kitchen objects, mirrors, and art from makers whose work actually holds up next to the studio's own projects.
Bryka built montanalabelle.com on Shopify Plus to hold both worlds: a full-function luxury ecommerce store and an editorial design destination that communicates the studio's sensibility as clearly as the product grid does. The brief demanded visual richness without visual noise — a site that lets extraordinary objects speak, supports a trade programme for design professionals, and gives the press and wholesale audiences the credibility signals they need to take the brand seriously.
Technology stack
- Shopify Plus (custom theme)
- Editorial content architecture
- Product collection & category taxonomy
- Trade programme application & login
- Bespoke / custom order enquiry flow
- Press & wholesale credential pages
- High-resolution photography presentation system
Presenting Objects The Way They Deserve To Be Seen
Luxury ecommerce has a persistent problem: product pages that were built for commodities. Standard Shopify templates optimize for conversion throughput — small images, dense grids, insistent add-to-cart buttons — and they work fine for high-volume SKUs. Montana Labelle's objects are the opposite of that. A hand-thrown ceramic, a marble side table, a sourced vintage piece from Europe — each one warrants the kind of presentation a gallery gives its work. We built a product template that gives every object room: full-width photography, generous negative space, material and provenance notes that treat the customer as someone who actually cares about what they're buying. The grid is curated, not stuffed.
Editorial That Makes The Point Before The Product Does
Montana Labelle's value is not just what they sell — it's how they see. A studio that has spent over a decade refusing to chase trends has accumulated a genuine point of view, and the site needed to make that legible to someone arriving without context. The editorial layer — studio projects, design notes, collection stories — functions as the brand's proof of taste. It tells a new visitor what kind of eye has curated everything else on the site, and it gives returning customers a reason to come back when they're not yet ready to buy. Content and commerce aren't separate departments here; the editorial work is the conversion strategy.
A Trade Programme That Takes Professionals Seriously
A meaningful share of Montana Labelle's business comes through interior designers, architects, and decorators sourcing for client projects. These buyers have different needs from retail customers: account pricing, project invoicing, access to dimensions and lead times before committing, and a purchasing flow that doesn't slow down their day. We built a dedicated trade portal — application, approval, and a logged-in experience with trade-specific pricing and resources. The wholesale and press pages give buyers and editors the brand assets, contact route, and background they need to work with the studio professionally, without having to chase anyone down.
Building a store where craft has to come first?
We build Shopify Plus sites for brands that can't afford to look like everyone else — luxury goods, design studios, and makers whose work deserves a proper home online.
