The Shoe Parlour (Phelan’s Shoes)

FASHION RETAIL / E-COMMERCE / WEB DESIGN & DEVELOPMENT

About the Client

Trading since 1909 and family-run for three generations, The Shoe Parlour at Phelan’s Shoes has been delivering premium footwear to Waterford and beyond, alongside a striking collection of designer bags. We refreshed their online presence to match their heritage.

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The Challenge

The Shoe Parlour wanted to revitalise its online presence for evolving digital shopping habits — improving user experience and conversion rates while carefully preserving the brand identity built up over more than a century, including their iconic logo.

The Solution

We completely redesigned the website for modern aesthetics and intuitive navigation, refined product showcases and streamlined checkout, and gave the logo a subtle rework that preserved its heritage rather than replacing it. We backed this with multi-channel marketing campaigns, enhanced eCommerce tracking, and dedicated onsite SEO work.

The Results

We gave The Shoe Parlour a refreshed, modernised website design and carefully reworked their iconic logo, preserving its heritage while bringing it up to date. Enhanced visual content and imagery brought the product range to life, underpinned by a full business analysis and strategy process. From there, we ran targeted multi-channel campaigns to drive quality traffic, layered in enhanced eCommerce tracking to measure performance, and carried out onsite SEO work to boost search visibility.

Previous Branding

After Unlock

Brand Showcase

The Shoe Parlour logo, colour version on white
The Shoe Parlour clear space and spacing guide
The Shoe Parlour logo, white on olive green
The Shoe Parlour logo, white on black

Logo Design

The Shoe Parlour by Phelan's Shoes branded bags on a shelf beside shoe displays
The Shoe Parlour by Phelan's Shoes business cards with contact details
Woman carrying a The Shoe Parlour by Phelan's Shoes branded shopping bag
The Shoe Parlour by Phelan's Shoes gift tags in white and black, tied with red string

Branding

What The Shoe Parlour Had To Say

“We recently launched our new store website with the help of Whelan Web Design, and we could not be more pleased… We would highly recommend Whelan Web Design to anyone looking for a reliable and professional partner.”
— Michael Phelan, The Shoe Parlour

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