Propeller is excited to have partnered on our first eCommerce website development with Louis Leeman –  the luxe mens shoe design brand.


The American born designer, based in Los Angeles, California, specialises in men’s loafers, day to night sneakers and elegant slippers. Another international launch from Propeller eCommerce – we worked with their USA and Florence based marketing team.

This eCommerce launch was timed with the new opening of their USA East Coast store on Madison Avenue, New York. Featuring a beautiful design by another client of ours, David Collins Studio, this midtown Manhattan location is stunning and we wanted to bring it to life online.

From a design perspective, the important part of designing Louis Leeman’s landing page for our eCommerce design team was to seamlessly integrate with the existing website whilst enhancing the existing user journey to provide customers with easy, quick access to key areas of the site.

Large format imagery lets the unique design of Louis’ shoes shine, with minimal styling on the call to actions to compliment and not overly complicate the visual. A bespoke hotspot feature on the banner image allows the customer to get up close to the detail and key features of the footware.

Large image regions draw the user to other areas of the site that showcase the brand and the new flagship New York store.


The store was developed by our leading JavaScript developers using the latest in Shopify – compatible front end techniques.

We pushed forward a bespoke design on Shopify using a front end integration that allowed maximum brand control of the site’s look and feel.

Features we developed included:

  • A zoom in top image area for a visceral in store replication and product details featuring on hover.
  • New shoppable category regions with  high res textured imagery integrating key product details in the background for category publication and seasonal focus
  • Focused product regions for fresh circulation of specific styles
  • Base regions for brand and press promotion each featuring a bespoke animation building on their semi transparent design guide.
  • A reworking of the top navigation for a more eCommerce focused structure
  • Improvement of coloured highlights on basket and non eCommerce top line links
  • Addition of a new Free Shipping banner message to encapsulate
  • Fully responsive Shopify regions of all homepage aspects and navigation
  • Mobile view