Ennis & Brown grew year-over-year sales 267% after Bache Studio set up Downpay
After Shopify agency Bache implemented a partial payment option with Downpay to accompany their new custom configurator, the furniture brand posted its two strongest months yet.
Offering a deposit option has added a level of trust and confidence that previously we could only build face-to-face or by phone and email. It’s been a huge success.
— Nick Brown, Ennis & Brown
Taking a showroom close online
For decades, customers looking for a made-to-order table from Ennis & Brown have walked through the barn doors of the family's farmyard showroom in Tring, UK, chosen a wood, finish, and other options, and put down a deposit before production starts. High-touch, in-person selling has always been the company's strength. Getting their Shopify online store to match that experience took a little assistance.
When Shopify agency Bache began working with the brand, they recreated Ennis & Brown's product configurator natively on Shopify. Then in May 2026, Bache added Downpay so customers could put down a deposit at checkout on the same terms as the showroom and have the balance collected before delivery.
After the Shopify deposits launch, Ennis & Brown saw the two strongest months in the brand's history back to back.
Ennis & Brown's story
Nick and Justin Brown are the third generation to run the family business, which began in 1989, when their grandparents and parents converted part of a pig barn into an antique furniture shop called Piggeries Pine.
When they finished university in the mid 2010s, the brothers started their own venture, leasing space in the barn to build made-to-order tables. Unsurprisingly, given their background, it was a huge success and soon merged with the original shop under the Ennis & Brown name.
The problem: high-value tables, no commitment
A dining table from Ennis & Brown runs into the thousands and takes weeks to build. In the showroom, that was never a barrier. For customers on their Shopify store, it was:
- The old configurator, built on a third-party options app, couldn't keep pace with the brand's growing catalogue and rarely turned a browsing session into a sale.
- Even after Bache's new configurator launched, most customers who finished building a table still called in to confirm it before paying.
- The showroom's usual terms, a deposit today and the balance closer to delivery, had no equivalent at Shopify checkout, so customers online faced a choice the showroom never asked them to make: pay in full, or pick up the phone.
With higher-ticket purchases, customers can naturally be more hesitant about ordering online.
— Nick Brown, Ennis & Brown
The solution: deposits that match the showroom
Bache implemented the partial payments app Downpay, built by Shopify alumni, so the payment experience could catch up.
Customers now pay a 50 percent deposit at checkout, with the balance charged automatically to the card on file seven days before delivery, the same split Ennis & Brown has used in person for years.
Why Downpay was the right fit
- Shopify-native checkout: the deposit sits inside the same checkout flow customers already trust.
- Terms that match the showroom: half down today, the rest charged automatically a week before delivery.
- One order in Shopify admin: the deposit and the balance stay together on a single order, instead of a call, an invoice, and a follow-up.
Product page with configurator and Downpay purchase option
Check out the interactive demo to try the Downpay experience yourself.
Deposits are how made-to-order furniture has always worked for us. Downpay brought that same experience to our website, giving customers the flexibility they’re used to.
— Nick Brown, Ennis & Brown
Results: Massive growth, in the slow season
June and July are normally Ennis & Brown's quietest months. Not so for 2026.
With 70 percent of online orders now using Downpay deposits, Ennis & Brown saw a 38 percent increase in conversion since Bache helped them launch in May:
Orders using deposits
Checkout conversion
This has meant a staggering 267 percent increase in sales compared to that period the previous year. And average order value is also up 51 percent:
YoY sales
YoY AOV
The takeaway
Ennis & Brown's online store, for the first time, is closing sales the way its showroom always has. Bache built a configurator that could hold the same level of customization online, and setting up Downpay gave customers a way to commit with the same terms they'd get walking through the barn doors. And overwhelmingly, they're choosing to.
Bache is now taking the same approach to other furniture brands with similar use cases. Read Bache's writeup of the configuration buildout, and check out more Downpay success stories to learn how Downpay helps high-value made-to-order Shopify merchants grow. You can also try Downpay's interactive demo or book a demo.