Bodega

If you’re strolling the streets in Boston and see Joe Manganiello or Cameron Diaz duck into an unassuming bodega, chances are they’re not just looking to grab a soda. Celeb “sneakerheads” have been making pilgrimages to Boston since 2006 when one of the top sneaker boutiques in the world opened its doors (so to speak).

Even when Bodega’s door is open, it’s not exactly easy to find. With no advertising or storefront signage, you have to be in-the-know to find the store’s hidden entrance: at the back of the fully-functioning convenience store and tucked behind a Snapple machine.

Why make it so tough to find? It’s part of the fun. Founders Dan Natola, Oliver Mak and Jay Gordon created Bodega to be “…a physical manifestation of the hunt for great product,” as Mak explained in an interview with Complex. “And kind of have a safe room at the end of the tunnel where the best stuff you could find in the world was all in one place.”

Bodega’s first e-commerce site was on Shopify, but the aging theme was slow to load and lacking in content management controls. The Bodega team came to Trellis for help with a site refresh: introducing a new theme with improved UX and greater blog control.