Wamsutta / Barrel — CPG Commerce Agency

Creating a Digital Flagship for a 175-Year-Old Home Brand

Wamsutta has been a trusted name in American homes since 1846, known for its premium bedding and bath essentials and a long legacy as a Bed Bath & Beyond exclusive. We partnered with the brand to create its first digital experience, using history as the backbone of the site and grounding every piece of design and storytelling in the values that defined Wamsutta for generations.

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Our Partners

Apps & integrations on this project.

Opportunity

As Wamsutta prepared to reintroduce its heritage bedding brand directly to consumers, the team needed a digital experience that honored over a century of craftsmanship while supporting a modern DTC launch. The goal was to create a Shopify platform that clearly communicates fabric quality, simplifies product selection, and builds trust with a new generation of customers.

Barrel led Wamsutta’s first direct-to-consumer launch, creating a digital presence that honors its 175-year legacy while positioning the brand to compete and grow in the modern home textiles market.

A pre-launch splash page helped build anticipation and grow Wamsutta’s email list before launch. To make the site feel timeless and easy to navigate, we built a flexible architecture designed to scale with new categories and SKUs.

Product pages were optimized to boost order value and reduce friction with cross-sells on PDPs and upsells in the cart and mini-cart, making it easy to complete a set or discover related items.

Customers can browse by fabric or need, with every touchpoint crafted to reflect comfort and quality. A dedicated Fabric Guide introduces Wamsutta’s core materials and helps customers choose based on feel, function, and preference.

Brand storytelling is central to the experience, with an “Our History” page that builds trust and connection by showcasing Wamsutta’s legacy through archival photography, product milestones, and design details.

To drive retention, we created Wamsutta’s Klaviyo welcome flow to mirror the site’s tone and structure, introducing the brand, highlighting key collections, and encouraging exploration to build long-term loyalty.

Impact & Results

The new digital flagship positions Wamsutta for its next chapter as a direct-to-consumer brand. By pairing product education with a streamlined shopping experience and scalable reviews infrastructure, the site helps customers confidently choose the right bedding while strengthening brand credibility online.