Praella

Praella is an award-winning web development, application, and user behavior agency specializing in ecommerce.

Certified by the Great Place to Work US Certification as one of the top 35 Best Workplaces in Chicago™ 2022!

03/30/2026

Projects like this aren’t won solo; they’re won by teams that play well together.

The migration was a masterclass in synchronization. To hit a tight launch timeline, we had to coordinate a high-performance tech stack where every integration had a specific role:

• : Providing the shipping logic and rules for a seamless, complex delivery experience.
• : Providing the CRM backbone for both D2C and B2B growth.

This project worked because the Blackberry Farm team was incredibly responsive and collaborative, especially during the critical testing phases. We even navigated last-minute internal hurdles to ensure every integration partner was aligned before the finish line.

Huge thanks to our partners and the merchant team for the trust. When everyone knows their position and plays it well, the result is a site that’s ready for whatever the next season brings.

03/09/2026

At this level, design isn't just about what looks good. It’s about what works.

For , every pixel of the new site was backed by science, heatmapping and customer interviews guided the entire design process. The mission was to make high-end audio more accessible without compromising its premium edge.

The technical ex*****on:

  • Bespoke Finding Tools: We developed custom Speaker Pairing and Room Setup tools to turn complex technical decisions into a guided, intuitive experience.
  • Strategic Comparison Logic: We built a custom Compare Models tool to manage heavy data sets, making it easy for customers to contrast specifications across different series at a glance.
  • Global Architecture: Using Shopify Markets, we localized the experience across the US, UK, and Canada, adjusting currencies and CTAs automatically.

The result is a polished, scalable platform that feels as high-performance as the products it sells.

Sometimes the most technical work is about turning a complex decision into an effortless click.

02/06/2026

No serious win happens solo.
You need the right lineup.

This project brought together JOOLA, Praella, and a strong bench of technology partners, each one covering a specific position across operations, customer experience, and growth.

  • Celigo and NetSuite kept backend systems in sync, so data moved cleanly and reliably
  • Klaviyo powered smarter, more personalized customer communication
  • Gorgias helped support staying fast, organized, and human

Every integration had a role to play.
Every handoff had to be clean.
Because at this level, small missteps cost points.

Good teams win games.
Great teams build legacy.

02/04/2026

This project wasn’t only about making things look better.
It was about making the entire system play better.

We migrated JOOLA to Shopify Plus, redesigned the site, and built a deep Shopify–Celigo–NetSuite integration to keep inventory, orders, and operations in sync.

On the front end, we focused on speed and clarity:
  • Clear separation between pickleball and table tennis
  • Stronger PDPs, smoother mobile experience, better product discovery
  • SEO-rich, shoppable content that works as hard as the rest of the site

A lot of rallies happened behind the scenes to get this right.

Cleaner systems.
Fewer unforced errors.
A platform ready for the next match.

02/02/2026

JOOLA has been in the game since 1952… and yes, that’s a lot of rallies.

What started with manufacturing table tennis tables has grown into one of the most recognized names in the sport, and today, it has also become a go-to brand for pickleball players. Along the way, JOOLA earned its reputation the hard way: by focusing on quality, consistency, and gear that performs when it actually matters.

Players trust because it’s built by people who play, test, tweak, and obsess over the details, until it feels right.

As the brand continued to grow across sports and markets, the goal wasn’t reinvention.
It was building a digital foundation that could support what they’d already built so well.

That’s where Praella came in, partnering with JOOLA to bring their ecommerce experience onto Shopify Plus, with a platform designed to scale, integrate deeply, and stay true to the brand.

No shortcuts.
No gimmicks.
Just a stronger foundation for the next rally.

01/30/2026

Modernization without overcomplication.

Merrill Manufacturing’s move to Shopify Plus wasn’t about chasing features; it was about creating a stronger, more adaptable foundation.

The new platform enables:
• Easier merchandising and content updates
• Cleaner integrations with ERP and product data systems
• Improved product discovery and navigation
• A scalable setup that supports both distributors and direct customers

Most importantly, it gives Merrill the ability to evolve digitally without disrupting the way their customers already buy.

This is what modern B2B ecommerce looks like when it’s built around clarity, collaboration, and long-term thinking, not shortcuts.

01/26/2026

Built by problem-solvers. Trusted for generations.

has been serving the water well and irrigation industries since 1949, starting with the invention of the Any Flow® Yard Hydrant and growing into a brand known for reliability, precision, and long-term relationships.

That kind of legacy isn’t something you turn on overnight.
It’s built drop by drop, through consistency and care.

But longevity doesn’t mean standing still.

As their business evolved, Merrill looked for a partner who could understand both the technical complexity of their business and the people behind it. They chose to work with Praella for our discovery-first approach and the depth of talent behind the team.

Together, we built on Shopify Plus, giving Merrill the flexibility to modernize while keeping everything flowing the way their customers expect.

A great example of how strong brands evolve without losing their foundation.

01/23/2026

Projects like this aren’t won solo; they’re won by teams that play well together.

This partnership brought together , Praella, and a strong ecosystem of technology partners to create a unified, scalable ecommerce experience.

From platform architecture to analytics, tax, search, retention, and returns, every integration had a role to play:
• is helping turn checkout into a smarter revenue moment
• makes returns feel simple, fast, and customer-friendly
• enables personalized, data-driven retention

When everyone understands their position and plays it well, the result is a smoother launch, a stronger foundation, and a site that’s ready for whatever the next season brings.

Proud to work alongside partners and clients who value collaboration as much as results.

01/22/2026

When a brand runs multiple experiences under one roof, the platform has to do more than just look good; it has to perform.

For , that meant bringing three distinct brands into a single Shopify Plus store while keeping each identity clear, flexible, and easy to manage.

What we delivered:
• A full front-end redesign built on Shopify Online Store 2.0
• 30+ custom, reusable content blocks to power hundreds of pages
• Brand-specific homepages, navigation, and cart experiences
• A setup designed for seasonality, speed, SEO, and scale

The result? A platform their team can move with, launching pages faster, managing content without code, and keeping every brand experience cohesive.

No extra whistles.
No cluttered plays.
Just a system built to win consistently.

01/21/2026

Some brands start in boardrooms.
This one started in a garage, and a lot of time spent on the sidelines.

Founded in 1995, was built by a family living the youth sports life firsthand. Long drives to tournaments. Cold rinks. Muddy fields. And a mom who saw something missing; apparel that truly captured the heart of the game.

What began as hand-packing orders quickly turned into a brand families, teams, and fans could rally behind.

We partnered with ChalkTalk Sports to bring their multi-brand ecosystem together on Shopify Plus, chosen for our integration expertise, custom development capabilities, and experience working with sports-driven brands, all while preserving the legacy and community at the core of the business.

Same heart.
New playbook.
Built for the next season of growth.

01/02/2026

Details make the difference.

For Rad Power Bikes, the product detail page isn’t just a page.
It’s where riders decide.

We enhanced their PDP with an interactive experience that lets customers explore every specification of the bike they’re considering, from components to performance details, presented in a way that feels clear, intuitive, and easy to navigate.

The result is a shopping experience that helps riders understand exactly what they’re buying, make more informed decisions, and move forward with confidence.

Huge thanks to the Rad team for the trust, collaboration, and care they brought to this project.
An awesome build all around, and one we’re genuinely glad to have been part of.

Address

Chicago, IL
60654

Website

http://www.praella.com/

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