SupaDupa intro


Your stunning, deliberately simple, online store


SupaDupa was founded with a rebellious spirit and a lofty objective: to create boutique-quality, classically crafted online shops at a revolutionary price point. SupaDupa was conceived as an alternative to the overpriced, bland, ready-made shops available today.

As the brainchild of Rumble digital agency, a specialist in boutique e-commerce work, SupaDupa benefits of over a decade building successful e-commerce systems. The SupaDupa aesthetic is classically-inspired, with a fashion forward twist - and every boutique can be customised with its’ very own domain name, logo and banner slideshows to match the brand it represents.

Based in London and founded by three friends in 2010, SupaDupa now powers a growing community of independent creatives ranging from artists, fashionistas, jewelery designers and other entrepreneurially minded people with a desire to get their products out there without compromising their design values.

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3 Engineers
Timeline icon


February 2013
September 2013


Railsware helped SupaDupa develop features aimed at extending online boutique themes. The goal was to allow users to go deeper in boutique customization, which was achieved through two levels.

The first one called "basic customization" allowed users to play with theme color scheme and font settings. This enabled SupaDupa users to change the look of their shops via simple and easy controls. Every single change (font family, size, color, background etc.) became instantly available in the preview area.

For some more advanced customization an access to most of theme templates and css files was provided, which enabled users to change the theme or insert their own code to improve boutique performance. Also, in the advanced customization mode users were able to upload custom assets and then use them in coding. And on top of that, customization wizard had smart saving algorythm, demo-to-real content switcher and other useful features, all implemented by Railsware.



Ruby on Rails


New Relic
Google Analytics
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All works
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Airtable Importer