Adrian Rosales, CEO of Kakel Express, runs one of Sweden's largest online tile retailers. As the store grew, its previous premium Shopify theme started holding it back. Customizations accumulated, mobile performance fell short, and content updates consistently required more development work than a growing business could sustain.
After switching to Hyper by FoxEcom, the results have been clear:
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30% year-on-year revenue growth with Hyper’s foundation
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Conversion rate improved, most noticeably on mobile traffic
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Top 10 Google rankings for several commercially important Swedish keywords
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Fewer visitors dropping off, with customers now browsing and comparing products more effectively
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Several hours saved every month on tasks previously requiring developer input
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Many industry-specific features are built on Hyper's flexible foundation
This is how an established Swedish retailer found the right foundation to keep scaling.
Meet Kakel Express: One of Sweden's Largest Online Tile Retailers
Kakel Express is a Swedish ecommerce business specialising in tiles for bathrooms, kitchens, floors, and outdoor spaces, alongside bathroom furniture, underfloor heating, and installation products. Co-founded and led by CEO Adrian Rosales, the store has grown into one of Sweden's largest tile retailers online.
The customer base spans two distinct groups: homeowners renovating or building their homes, and professional contractors who need a reliable, efficient supplier. Both groups browse a large, visually rich product range and make careful, considered purchasing decisions before committing.
Tiles are not impulse buys. Customers compare colors, finishes, sizes, and prices across multiple sessions before choosing. The store has to inspire confidence at the same time as it makes the process easy. For Kakel Express, that dual requirement makes the choice of theme a commercial decision, not just a design preference.
Hyper is built for stores like this: large catalogs, professional buyers, and brands where design quality and operational flexibility are equally non-negotiable.
See what Hyper Shopify theme can do for your store.
What Made Scaling on the Previous Theme So Difficult
A Premium Theme That Became a Ceiling
Kakel Express had already invested in another premium Shopify theme, and for a period, it worked. But as the product range expanded and traffic increased, the limits became harder to work around.
Customizations built up over time. What was manageable early on became increasingly fragile as the store grew. Eventually, it made more practical sense to move to a theme already built for what the store needed next, rather than continuing to patch the one they had.
Mobile and Visual Presentation That Didn't Match the Product
Tiles are a visual product and a significant purchase. Customers shopping online are imagining tiles in their homes, which means the store has to do two things simultaneously: present products in a way that inspires, and build enough trust that customers feel confident buying without seeing the tile in person.
The previous theme's mobile experience didn't meet that standard. Pages weren't as fast or as polished as the brand required, and the overall feel didn't reflect the quality of what was being sold. In a category where visual presentation is directly tied to purchase confidence, that shortfall had a measurable impact.
Campaign Updates Required Too Much Development Work
Beyond design, the team was losing time and flexibility to process. Updating homepage campaigns, refreshing collection layouts, or adjusting promotional content consistently required more manual effort than it should have. Tasks that should have taken minutes were pulling in developer time and slowing the team down.
For a store in an active growth phase with an expanding catalog and increasing traffic, that operational friction had a real cost. The team needed to move faster and work more independently. The old setup wasn't giving them either.
If these challenges sound familiar, Hyper was built to solve exactly this kind of problem for growing stores that need professional design and real flexibility without the ongoing developer dependency.
Explore Hyper on the Shopify Theme Store.
How Hyper Gave Kakel Express the Foundation to Scale
Adrian found Hyper through the Shopify Theme Store while comparing premium options carefully.
The setup was straightforward, and the FoxEcom support team was available whenever clarification or guidance was needed.
Flexible Enough for Industry-Specific Complexity
One of Hyper's most significant contributions to Kakel Express has been how well it accommodates what a tile retailer actually needs, well beyond what a standard theme provides.
Tiles are priced per square meter but sold in complete boxes. That purchasing logic requires a custom experience at the product level. On top of that, customers need detailed technical attributes to compare products accurately across finishes, dimensions, and materials. And a growing share of shoppers expect tools like an AI-powered visualizer to see how a tile would look in their own interior.
All three of these have been integrated into the Kakel Express store: a package calculator that converts square meters into boxes, detailed technical product attribute displays, and an AI tile visualizer. None of these are standard Hyper features. But Hyper's flexible, well-structured codebase made building them possible without disrupting the consistency of the rest of the experience.
Kakel Express’s product page
The mega menu, collection layouts, and homepage sections have also made it significantly easier to present a large catalog in a clear and browsable way, giving customers a more organised and efficient path through the product range.
Kakel Express’s mega menu
Kakel Express’s collection page
If you want to create a complex menu and collection page for your B2B or big retail store, just as Kakel Express does, try the Hyper Shopify theme now!
A Mobile-First Experience That Inspires and Converts
The improvement in mobile experience was one of the most immediate changes after switching to Hyper. Page load times improved noticeably, navigation became smoother, and the overall presentation now reflects the brand's quality more accurately.
Fewer customers are dropping off after landing on the site. People are now browsing more deeply through collections, comparing finishes and sizes, and completing purchases with less friction. The conversion rate has improved compared to the previous theme, with mobile traffic showing the most visible gain.
Kakel Express’s mobile layout
For a product category where purchase decisions are visual and often span multiple sessions, a faster and more inspiring experience directly supports the customer's decision-making process. The store now works in its customers' favour rather than creating unnecessary barriers.
Better SEO, a More Efficient Team, and Measurable Revenue Growth
Hyper's impact extended well beyond the visual experience. The theme gave Kakel Express a stronger technical and structural foundation for SEO, including improvements in site speed, page architecture, and internal linking structure.
Kakel Express now ranks within the top 10 on Google for several commercially important Swedish keywords.
The improved structure didn't replace all the team's ongoing SEO work, but it removed the technical ceiling the previous theme had imposed.
On the operational side, campaigns, homepage content, and collection pages can now be managed entirely in-house. The team saves several hours every month as a result.
Commercially, Kakel Express is currently on track for approximately 30% year-on-year revenue growth. Adrian is clear-eyed about the attribution:
Kakel Express came to Hyper as an established business with real complexity to handle: industry-specific purchasing logic, a large and growing catalog, both retail and professional customers, and a team that needed to operate without constant developer involvement. Hyper gave them a foundation that supports all of it.
Browse more merchant success stories at FoxEcom's success story hub.
