How S’Well Combined Content and Commerce with Magento

Not just an online store, but a lifestyle destination.

S’well launched in 2010 with a bold mission: to rid the world of plastic bottles. The company aimed to reduce plastic consumption worldwide by creating a drinking bottle that was fashionable, functional, and most importantly reusable. Seven years later S’well is the fastest growing female-owned company in the U.S., according to an annual ranking by the Women Presidents’ Organization (WPO). The brand has also launched numerous collaborations with fashion brands, major corporations, artists, and charities. After acquiring millions of dedicated fans and followers, S’well was eager to launch a new digital flagship store on a new eCommerce platform.

The brand had exceeded the limits of their legacy WooCommerce platform. Now they were asking important questions while shopping for a new one: Can it scale? How much traffic can it handle? And how could a new platform help support a new brand image? After much research, S’well chose Magento Commerce 2.1. They partnered with One Rockwell, a digital agency with expertise in designing digital flagships on the Magento platform.

With its cult-like following, S'well needed to ensure their digital ecosystem could accommodate mad dashes to the site. Platform, third-parties, and partner decisions were key to meeting the expectations of a demanding market.

Colleen Oates


Created an eCommerce store that educates.

S’well’s goal was to capitalize on their position as the “it” fashion accessory, one that looks great but also gives back. To differentiate itself in this competitive space, S’well needed a new site that was informative about its products. They decided to create a lifestyle destination to inform customers about the product’s anatomy and function, and above all to immerse the customer in S’well’s company mission.

S’well needed to ensure its listing page was robust, with an out-of-stock functionality for their on-demand products. S’well implemented a unique filtering approach that invites the customer to make selections about color and size, before showing a more curated product offering. Next, S’well grouped products into separate collections (e.g. “Wood Collection” and “Stone Collection”). They wanted to make their products “touchable, shoppable, and generally interactive,” and included an extended product listing page to improve conversion. With education at their fingertips, now customers can dig deeper into product information, and learn while they shop. 

Customer engagement is up.

When the new S’well site launched in March 2017, they found that the new listing page encouraged effective product browsing, and easier exploration through innovative filtering, product configurators, and a ‘quick-shop’ functionality. The seamlessly-integrated educational content allowed the marketing team to continue the conversation with their highly-engaged community.

Just like the S’well bottle itself, the new web store was a successful combination of fashion and function. The results were seriously impressive: The bounce rate decreased by over 40 percent, while the average time spent on the website increased by 44 percent. Thanks to their Magento Commerce 2.1 implementation, S'well's customers are engaged, more likely to purchase, and the company is on track to meet its aggressive business and revenue goals.

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