A mobile-first Hyvä store for handmade dance shoes.

Supadance makes ballroom and Latin dance shoes by hand in England, as it has since 1960, and sells them to dancers around the world. Its previous store worked but was built for the desktop, so we designed and built a new Magento 2 storefront on Hyvä, mobile first.

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Sector: Dance shoes and dancewear
Platform: Magento 2 with a Hyvä frontend
Services: Hyvä development Magento development Support
Markets: UK and worldwide

Supadance in numbers

1.3 sLargest Contentful Paint for real mobile visitors, passing all three Core Web VitalsChrome UX Report, mobile, 28 days to 31st October 2026
8dance styles in the women’s menu, each shown as a shoeLive store, read 31st October 2026
4filters a dancer chooses by: heel height, fitting, UK size and materialLive store, read 31st October 2026

The brief.

Supadance came to us with a store that worked but could not keep up. It was built around the desktop as dancers moved to their phones, and it was too rigid to carry the brand’s photography or present a range that runs from ballroom and Latin to practice and club shoes.

The brief was a complete rebuild rather than a restyle: a design that gives the shoes room, a front end fast enough for image-heavy pages, and the detail a dancer needs to choose heel, fitting and size with confidence. We built it on Hyvä, designed for the phone first.

What we built.

Five parts of the store that do the selling, captured from the live site on 31st October 2026.

A design that lets the shoes perform.

The store opens on the brand’s own photography, full width, with dancers and shoes in motion rather than a grid of offers, and the red and black of the Supadance mark carried through every page. Product photography sits on clean, light backgrounds, so every finish from satin to patent reads true.
A menu drawn in shoes.

The women’s menu shows each of its eight styles as a shoe, from ballroom and Latin to crystal, practice and line dance, so a dancer picks by silhouette as quickly as by name. On a phone the menu opens as a full-height panel with the women’s, men’s and children’s ranges and the size guide a tap away.
- Eight styles, each shown as a shoe
- Size guide in the main navigation
Filters for heel, fitting, size and material.

Shoes are filtered the way dancers choose them: heel height, fitting, UK size and material. The panel opens beside the listing on a desktop and above it on a phone, so the 29 women’s ballroom styles can be narrowed by exactly the choices that matter on the floor.
- Heel height and fitting as filters
- UK sizes and materials
Product pages written for dancers.

Each product page sets out heel height, fitting and UK size as clear choices, with a heel guide and a size guide beside them, the review score near the top and a plain statement that prices include import duties and tariffs. The description follows the buying controls, so the choice comes first.
- Heel guide and size guide beside the options
- Duties and tariffs included, said plainly
Search that suggests as you type.

Typing “latin” offers completed searches straight away, from Latin shoes to Latin dance shoes for women, each with the number of products it will return, so a dancer can jump to the right range before finishing the word.

Measured on real customers' devices.

Not a lab score: these are the speeds real customers get, collected by Chrome from their own phones and laptops.

Passes Core Web Vitals on mobile

LCP1.3 s

Largest Contentful Paint: how soon the main content shows. Good is 2.5 s or less.
INP112 ms

Interaction to Next Paint: how quickly the page answers a tap or click. Good is 200 ms or less.
CLS0.01

Cumulative Layout Shift: how still the page stays while it loads. Good is 0.1 or less.

Core Web Vitals, real-user data (Chrome UX Report), mobile, 28 days to 31st October 2026. 75th percentile of real Chrome visits to the store's homepage, read in PageSpeed Insights.

The stack.

What the store is built on, and what each part does for the business.

Magento 2 The commerce platform: catalogue, customers and orders.
Hyvä The storefront theme, designed and built by us, mobile first.

The work, area by area.

The work on this store, by area.

Development and support
Features and fixes by senior engineers, built and tested on staging before they go live.
Patching and upgrades
Adobe security releases tested on staging and deployed in an agreed window; the store kept on a supported Magento release.

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