Rebon: a water filtration store from brand to order

Why Upgates and not a bespoke build

Twenty-one stock items, ordinary shipping and payment, invoices, stock levels. None of that is a reason to write a store from scratch and then pay to maintain it. The platform does it out of the box and stands behind it. So the decision was not Upgates or bespoke but where to put the money that does not have to be spent reinventing a basket. It went into the template, the content and the customer's path to an order.

It also has a cost worth naming: the template is written inside the platform and its limits are fixed. Anything that does not fit has to be solved another way, not worked around. On this project everything that was needed did fit.

What we built

• A bespoke template. A look of its own drawn from the new brand, not a customised stock theme. Typography, colour and the use of photography come from the identity our sister studio DHMO designed for Rebon.
• Structure that follows search. The categories are not a copy of the price list: starter sets, multi-stage assemblies and replacement cartridges match the stage the customer is at, not the way goods are filed in the warehouse.
• A signpost instead of a configurator. A table of water source → what you are solving → where to start takes a person to the right set-up with no registration and no questionnaire. Anyone on a well who does not know what is in the water is sent for an analysis, not to the basket.
• Content pages. How to choose a filter, what the filter has been shown to remove, turning well water into drinking water, a filter for chlorinated water, installation and cartridge changes. Each has its own address, its own title and leads into a specific category.
• Segments beyond the household. Offices, hospitality, apartment buildings, aquariums and animals, campsites, holiday cottages. Each segment has its own entry point and enquiry path, because what each one is solving differs.
• Ordering by phone. For a product where some customers are unsure of the choice, the telephone is a full route to an order, so it has a page of its own rather than a note in the footer.

SEO and accessibility as part of the build

Titles and descriptions were written alongside the pages, not after launch. The frequently asked questions on the home page are marked up with structured data, so a search engine reads them as questions and answers. The domain is consolidated into one canonical form, images are served in modern formats and the sitemap is split into categories and products.

An accessibility statement is part of it too. For a store selling to consumers, since June 2025 that is not a voluntary badge but an obligation under the European accessibility directive.

How it fits the group

Rebon is an example of why we keep brand, build and performance under one roof. The logo and visual style were designed by DHMO, we built the store, and the content aimed at search and at explaining the product's benefits was written with Independency. Had three suppliers handled those three parts, most of the work would have gone into translating between them.

What we are not saying yet

The store has just launched. We are not quoting traffic, rankings or orders, because for now that would be a nicely presented zero. Once the data exists we will add it here and to the case study at Independency.