DOWN HOME BY DEBOERS

A Shoppable Mood for Down Home by DeBoers’ Signature Style

We translated Down Home by DeBoers’ rustic-modern aesthetic into a fully shoppable experience. Clean structure and purposeful storytelling shift casual browsing toward confident decisions. Modular content, clear hierarchy, and decisive copy keep momentum going. That signature feel leads; the UX makes it easy to take favorites to the cart. The outcome is welcoming, polished, and unmistakably Chelsea and Cole.

ShopDH.com developed by The Sampson House for Chelsea and Cole DeBoer.

Overview

Down Home by DeBoers—Chelsea & Cole DeBoer’s rustic-modern home brand in Tea, SD—curates furniture, rugs, lighting, décor, apparel, and accessories with a lived-in, ready-to-style aesthetic.

As the full-service partner, The Sampson House built the Shopify storefront and produced an editorial loft photoshoot to align commerce, content, and brand voice. We architected navigation and collections for intuitive browsing, wrote conversion-minded copy that mirrors natural search, and tuned technical SEO for clean indexing. Our team led shot lists, on-site styling, and post-production to capture texture, scale, and lifestyle context—then translated that library into modular homepage stories, collection intros, and product imagery. The result is a cohesive system where UX, photography, and messaging work together to increase discoverability, confidence, and conversion.