CPL Distribution is a leading UK supplier of solid fuels, including smokeless coal and firewood, and the parent company of Housefuel, Homefire and Coals2U. Known for popular products like Homefire smokeless fuel and Wildfire Smokeless Coal, CPL serves both domestic and specialist markets.
CPL, owners of Housefuel, Homefire, and Coals2U, sought to modernise their ecommerce presence by moving away from Magento 2 to Shopify Plus. The goal was to leverage the platform’s performance, app ecosystem, and streamlined checkout capabilities while tailoring each brand’s site to its unique audience, product catalogue and brand positioning.
The three brands we were tasked with working on are:
Housefuel
Needing a streamlined, conversion-focused site for cost-conscious bulk buyers. Their Magento 2 setup suffered from slow performance, complex management, and poor mobile responsiveness, hurting sales and satisfaction.
Homefire
Transition from a purely functional, industrial image to an aspirational lifestyle brand, appealing to design-conscious homeowners.
Coals2U (Coming soon)
A duplication of the Homefire build in terms of theme, technology, and functionality, but with a distinct visual identity aligned to its own brand and personality. Scheduled for launch soon.
The solution addressed CPL’s need for significant improvements across site speed, reliability, and scalability. A responsive, mobile-first design was developed to ensure a seamless shopping experience across all devices, tackling the mobile issues faced by Housefuel.
Key features such as tiered pricing and click-and-collect offered flexible buying options aligned with each brand’s target audience, from Housefuel’s bulk buyers to Homefire’s subscription customers. The integration of Pareto WMS streamlined backend operations, reducing manual workload and improving inventory accuracy.
To further enhance customer engagement and retention, Homefire and Coals2U leveraged app integrations including Rebuy for personalised product recommendations and upsells, and Recharge for flexible “subscribe and save” subscription models that could be adjusted seasonally.
Together, these solutions directly addressed each brand’s unique challenges and goals while harnessing Shopify Plus’s power to deliver a future-proof ecommerce ecosystem.
Key Features include:
Seamless platform migration to Shopify Plus
Tiered pricing, click & collect, and visually rich storytelling
Rebuy & Recharge app integrations
Pareto WMS integration to streamline inventory and order management
For Homefire, we designed a bespoke Shopify Plus theme with two interchangeable colour schemes, enabling seamless seasonal brand positioning. This flexible visual framework allowed the brand to switch between fresh, light tones for summer and warm, cosy palettes for winter, keeping the site visually aligned with customer expectations throughout the year.
The adaptable design supported Homefire’s strategic pivot from a functional, industrial image to an aspirational lifestyle brand, appealing to style-conscious consumers seeking premium, aesthetically pleasing fuel products that complement their home interiors.
Since migrating to Shopify Plus, Housefuel experienced significant performance gains, with faster load times and increased site uptime ensuring customers enjoyed a smooth, reliable shopping experience.
This improvement not only enhanced user satisfaction but also strengthened trust and confidence in the brand’s online presence. The new responsive design made the site fully accessible and easy to navigate across all devices, driving a notable increase in mobile engagement and conversions as more customers shopped on their smartphones and tablets.
Behind the scenes, operational efficiency improved along with streamlined backend processes and integrated systems reduced manual workloads. This enabled the Housefuel team to dedicate more time and resources to strategic growth initiatives rather than routine administration.
Made In
Supporting international scale with Shopify for Made In
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