JDS Toys & Games Ltd

Two Shopify Stores & International Ecommerce

One long-term client relationship spanning two distinct Shopify businesses: the international Regency Chess operation and the UK-focused ChessSets.co.uk store.

One client, two ecommerce brands

Two Shopify websites built for JDS Toys & Games Ltd.

I delivered separate storefronts for two complementary brands owned by the same client. Each website has its own domain, content, SEO presence and customer journey, while proven catalogue and growth systems were adapted intelligently between them.

Shopify store 01

Regency Chess

The established premium brand, developed into a 17-market international Shopify operation with custom catalogue systems, AI localisation and continuing ecommerce development.

Explore the Regency Chess work

Long-term development partnership

Work delivered for Regency Chess

From the original international Shopify migration to custom AI tools, market launches and continuous storefront development. Select any project to see the work carried out.

19 completed projects17 regions served10 translated storefronts

Completed work

Project calendar

Every project below was delivered as a defined piece of work. Open a project to view its scope and outcomes.

Services:
01Platform launchInitial Shopify International Store Setup

Four markets transformed into ecommerce stores

We replaced static regional websites that redirected customers to the UK store with a unified international Shopify operation.

  • Migrated the complete product catalogue into Shopify
  • Configured Ireland, France, Germany and Spain as transactional markets
  • Implemented local languages, currencies and direct checkout
Service: Shopify website development
02AI & localisationAdvanced AI Translation System

Accurate, contextual translation built for ecommerce

We developed a two-stage AI system that understands specialist chess language and local commercial context rather than translating words in isolation.

  • Translated products, collections, pages and theme content at scale
  • Protected the meaning of technical terms, materials and product attributes
  • Added an AI review stage for grammar, vocabulary and natural localisation
Service: AI ecommerce translation
03Catalogue architectureProduct Metafield & Specification System

A structured data system for a complex catalogue

We designed a flexible metafield architecture covering every major Regency Chess product type and surfaced the data through a dedicated specification interface.

  • Modelled dimensions, materials, colours and piece specifications
  • Supported chess, backgammon, Hnefatafl, checkers and related ranges
  • Created the data foundation for filtering and product relationships
Service: Custom Shopify development
04Design & frontendMajor Shopify Theme & UI Redesign

A distinctive storefront built around the brand

We redesigned and custom coded major theme areas to move the website beyond a standard Shopify template.

  • Improved visual hierarchy, navigation and product presentation
  • Created consistent responsive behaviour across desktop and mobile
  • Strengthened usability and Regency Chess brand identity
Service: Website design & development
05International growthNetherlands, Belgium, UAE & Poland Expansion

Four new regional storefronts launched

We expanded the international Shopify operation into the Netherlands, Belgium, the UAE and Poland.

  • Launched four market-specific domains and storefronts
  • Localised catalogue, theme and customer-facing content
  • Configured regional ecommerce and checkout requirements
Service: Ecommerce localisation
06AI developmentAI-Powered Product Search

Natural-language product discovery

We created a custom search experience that understands a customer's request and recommends relevant products intelligently.

  • Processes conversational search requests through AI
  • Finds intent beyond exact keywords and standard filters
  • Connects customer requirements with suitable catalogue products
Service: Custom web development
07Search optimisationSEO Auditing & Technical Improvements

Technical and on-page SEO improvements

We reviewed professional audit findings, implemented the recommendations and then developed an internal auditing process.

  • Resolved indexing, metadata and crawlability issues
  • Improved site structure and ecommerce content signals
  • Identified further opportunities through internal technical audits
Service: Search optimisation
08Analytics & advertisingSearch Engine & Advertising Platform Management

Connected search, analytics and advertising platforms

We configured the services needed to measure performance, maintain product visibility and support paid acquisition.

  • Set up Google Search Console, Analytics and Merchant Center
  • Configured Bing Webmaster Tools and Microsoft Advertising
  • Worked on product feeds, indexing and conversion tracking
Service: Google & advertising management
09Email marketingKlaviyo Email Marketing & Automation

International email automation and campaigns

We configured Klaviyo to serve multiple languages and markets with relevant automated journeys and seasonal campaigns.

  • Built region- and language-specific automated flows
  • Created Black Friday, Christmas and Easter campaigns
  • Adapted commercial messaging for each target market
Service: Email marketing
10Theme developmentShopify Theme Development Programme

A structured programme of storefront improvements

Following the main redesign, we delivered a further programme of defined theme enhancements.

  • Added new interface components and animations
  • Improved loading experiences and visual feedback
  • Refined responsiveness, polish and usability
Service: Shopify theme development
11Custom developmentCustom Product Filtering System

Catalogue filtering designed around specialist products

We built a bespoke filtering experience powered by the product metafield system.

  • Filters for dimensions, materials, colour and piece specifications
  • Custom sliders, sidebars and sorting controls
  • Responsive and market-specific behaviour across devices
Service: Custom Shopify development
12Market launchItalian Market Launch

A fully localised Italian storefront

We launched regencychess.it and integrated Italy into the existing international Shopify operation.

  • Translated and localised customer-facing ecommerce content
  • Configured the Italian market and regional storefront
  • Connected it to the shared international catalogue architecture
Service: Ecommerce translation & localisation
13Market launchSwedish Market Launch

Swedish ecommerce market delivered

We launched regencychess.se as a localised, transactional storefront for customers in Sweden.

  • Implemented Swedish-language ecommerce content
  • Configured regional market settings and storefront behaviour
  • Integrated Sweden into the wider Shopify infrastructure
Service: Ecommerce translation & localisation
14Market launchHong Kong & Cantonese Market Launch

A Cantonese storefront for Hong Kong

We expanded the operation into Hong Kong through regencychess.hk.

  • Implemented Cantonese ecommerce localisation
  • Adapted storefront content for the Hong Kong market
  • Configured the region within Shopify's international architecture
Service: Ecommerce translation & localisation
15Content & SEOUK Blog Migration & International Translation

SEO-safe migration with international reach

We moved the established UK article archive to Shopify and then localised it for international audiences.

  • Protected existing URLs, rankings and search visibility
  • Migrated the complete blog archive into Shopify
  • Produced translated editions through the custom AI system
Service: Website translation & localisation
16Product discoveryLifestyle Product Image System

A more visual collection-browsing experience

We added an alternative image mode across product listings so customers can browse the catalogue in context.

  • Toggle between conventional and lifestyle photography
  • Integrated the experience into collection listings
  • Improved visual discovery without disrupting shopping flow
Service: Ecommerce UX development
17International growthDenmark & Norway Market Expansion

Two more markets added to the platform

We expanded Regency Chess into Denmark and Norway with dedicated local storefronts.

  • Created regencychess.dk and norge.regencychess.com
  • Translated and localised ecommerce content
  • Integrated both regions into the international platform
Service: Ecommerce translation & localisation
18Platform migrationUSA Shopify Migration

An established US store migrated safely to Shopify

We transferred the long-standing American ecommerce operation while protecting the domain's search authority.

  • Migrated the catalogue and ecommerce infrastructure
  • Protected existing URLs and organic search presence
  • Adapted terminology, measurements, pricing and content for the US
Service: Ecommerce migration
19Catalogue SEOImage Alt Text & SEO Metadata Optimisation

Catalogue-wide metadata improvement

We optimised the complete product catalogue to improve accessibility, targeting and search-engine understanding.

  • Rewrote product image alt attributes at scale
  • Improved SEO page titles and meta descriptions
  • Standardised metadata across the international catalogue
Service: Search optimisation

Long-term ecommerce partnership

Work delivered for ChessSets.co.uk

A separate programme of migration, development, search infrastructure and customer-retention work, including systems adapted from the related Regency Chess operation.

9 completed projectsShopify migration & developmentIndependent SEO and marketing setup

Completed work

Project calendar

These are recorded independently from Regency Chess, including services carried out for both stores.

Services:
01Platform migrationZen Cart to Shopify Migration

An established ecommerce business rebuilt on Shopify

We migrated the complete ChessSets.co.uk operation from Zen Cart while retaining its established domain and independent position in organic search.

  • Transferred products, imagery, pricing and catalogue structure
  • Rebuilt the ecommerce experience on modern Shopify infrastructure
  • Protected existing search presence throughout the migration
Service: Shopify development
02AI content & SEOAI Product Content Rewrite & Duplicate Content Protection

Independent product content for a sister website

Because both stores sell overlapping products, we created a dedicated AI-assisted rewriting process instead of copying Regency Chess descriptions.

  • Retained accurate product facts and specifications
  • Changed language, structure and presentation substantially
  • Protected the distinct organic-search identity of both domains
Service: Ecommerce content implementation
03Design & developmentShopify Theme Development & Website Design

A focused identity distinct from Regency Chess

We designed and developed a cleaner UK retail experience with its own presentation and merchandising approach.

  • Responsive desktop and mobile layouts
  • Custom navigation, collections and product pages
  • Purpose-built merchandising and theme components
Service: Shopify theme development
04System migrationProduct Metafield & Specification System Migration

Proven catalogue architecture adapted for a second store

We migrated and tailored the structured product system originally developed for Regency Chess.

  • Implemented dimensions, materials, colours, brands and product types
  • Adapted the model to the ChessSets.co.uk catalogue
  • Integrated specifications into the product-page interface
Service: Custom Shopify development Related Regency Chess project
05Catalogue architectureProduct Brand Architecture

Structured manufacturer and brand relationships

We connected products with the correct manufacturers and brands throughout catalogue data, organisation and product presentation.

  • Standardised product-brand information
  • Improved catalogue organisation and consistency
  • Reused the broader structured-data foundation
Service: Ecommerce catalogue development Related Regency Chess project
06Google infrastructureGoogle Search Console, Analytics & Merchant Center

A separate measurement and search property

We configured ChessSets.co.uk independently despite the shared client relationship.

  • Search Console, Analytics and ecommerce tracking
  • Merchant Center configuration and product feeds
  • Indexing, visibility monitoring and troubleshooting
Service: Google services Related Regency Chess project
07Search & advertisingBing Webmaster Tools & Microsoft Advertising

Independent Microsoft search infrastructure

We configured the store within Microsoft's search and advertising ecosystem as its own property.

  • Site verification and Bing indexing setup
  • Ecommerce tracking configuration
  • Microsoft Advertising website requirements
Service reference: Search & advertising setup Related Regency Chess project
08Email marketingKlaviyo Email Marketing & Automation

A separate Klaviyo setup for this brand

We implemented automation comparable to Regency Chess while keeping customers, branding and campaigns independent.

  • Automated ecommerce customer flows
  • Seasonal Black Friday, Christmas and Easter capability
  • Brand-specific audiences, content and promotions
Service: Klaviyo email marketing Related Regency Chess project
09System migrationCustom Product Filtering System Migration

Advanced filtering adapted for this catalogue

We migrated the bespoke metafield-powered filtering technology first built for Regency Chess.

  • Filters for size, height, materials, colour, brand, price and availability
  • Catalogue-specific criteria and filtering logic
  • Interface adaptations for the ChessSets.co.uk design
Service: Custom Shopify development Related Regency Chess project