Nurture&

01. Project Introduction

Nurture&

Founder Emily Lancaster launched Nurture& in 2020 after discovering a critical gap in the nursery furniture market while shopping for a glider during her first pregnancy. Her research revealed minimal innovation or competition in the category, prompting her to partner with a manufacturing company to develop The Glider and Glider Plus. These hero products received industry recognition and strong customer adoption. As the brand gained traction, Nurture& engaged Coldsmoke to accelerate growth by increasing average order value through new product launches and enhanced site functionality.

Services

Shopify 2.0 Development

Special Features

Custom Bundle Development

Partners

Shopify

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02. Our Goals & Key Results

Our Goals & Key Results

Highlight new additions to product catalogue through a 'easy to use bundle builder to encourage adding multiple non-seating items to the cart

13%

13% increase in average order value (AOV)

10%

Post-launch, 10% of all revenue consisted of sales from our new furniture items due to bundle implementation

29%

Grew that to 29% of revenue attributed to non-seating products

Discovery

Coldsmoke partnered with founders Emily and Roberto to understand their business model and expansion strategy. The brand had achieved strong traction with its first two hero products, which established market presence and customer trust in the nursery category. The next phase required seamless pathways for customers to discover and purchase the expanding product line, driving increased customer lifetime value and capturing a larger share of each family's nursery spending. This approach would strengthen brand equity while deepening customer relationships.

Deliverables

Recognizing the limitations of off-the-shelf Shopify bundling applications, Coldsmoke's development team collaborated with Nurture& to design an intuitive user experience that showcased the expanding product catalog. We implemented Shopify Scripts to automate bundle creation and dynamic discounting, displaying real-time price adjustments that persisted throughout the checkout process. This transparency reduced purchase hesitation and cart abandonment while encouraging multi-product purchases.

“The work we did with Coldsmoke directly grew our bottom line. It helped us get our new products into our customers' homes, increased our LTV and AOV, which improved our unit economics across the board.”

Emily Lancaster

Founder

Nurture&