Custom Shopify themes for ambitious merchants.
Start right. Build custom from day one. I’m Fabian — a senior Shopify developer in Stockholm, working with one brand at a time and hand-coding the storefront around how your buyers actually shop.
// portfolio
Recent Work.
themes shipped
Dailyride
Custom theme on Shopify Plus with a metaobject-driven customization popup, Shopify Function pricing logic, and a CRO-led menu rebuild.
Turn Me Royal
Theme rebuild from 9s to 2–3s load, custom VWO split-testing system, and a cart with upsells that lifted AOV. Shopify Plus.
Padel Pro Shop
Custom theme with a quiz-driven racket finder, metaobject-managed countdowns, and a custom hreflang sync app for multilingual SEO.
// what i do
Custom Shopify, end-to-end.
One client at a time. Design, code, performance, and the post-launch work that makes it stick.
Custom themes
No off-the-shelf templates. Designed and coded around your brand, your buyer, and the funnel that converts them.
Performance
Sub-2s LCP across the catalog. Every build audited with Lighthouse and Web Vitals before launch.
CRO & A/B testing
Iterative testing on PDPs, cart, and checkout. Decisions backed by GA4, Hotjar, and Shopify analytics.
Landing pages
Coded fast, tracked tight. Built for paid traffic, launches, and one-off campaigns.
Shopify Plus
Markets, B2B, Functions, Checkout Extensions, custom app blocks — built on the Plus tier for brands ready to scale.
Custom apps
Private apps and embedded admin tools for the workflows no off-the-shelf app handles cleanly.
// in their own words
What clients have said.
“Fabian rebuilt our store and the conversion rate moved with it. He's the only developer I trust with my Shopify.”
“I've worked with three agencies before Heltra. Fabian shipped more in a month than the last team shipped in six. Direct, fast, the code is clean.”
“No middlemen, no PMs, no Slack noise. We talk daily, decisions ship same-week. This is how Shopify work should feel.”
// how it works
Five weeks, four steps.
- 01 Week 1
Discovery
Deep audit of your store, funnel, and analytics. We map what to keep, what to kill, and what to test.
- 02 Week 2
Design
Design directions for your homepage and PDP. Pick the one that feels right — we move forward together.
- 03 Weeks 3–4
Build
Custom theme coded from scratch. Daily updates, weekly checkpoints, zero surprises at launch.
- 04 Week 5
Launch
QA across devices, Lighthouse pass, soft-launch on a duplicate theme, then go live with monitoring on.
// about fabian
One developer, working with you directly.
I’ve been building on Shopify since 2019. Before that, freelance frontend work and a computer-science degree with a focus on web performance.
Heltra is the small studio I’d have wanted to hire when I was on the other side of the table. One person, one project, one direct line of communication — no PM in between.
Most projects run three to five weeks, fixed-fee, with a clear scope agreed up front. If something isn’t a fit, I’ll tell you so on the first call.
// questions
Common questions.
How is this different from a Shopify agency?
What's the typical project size?
How long does a project take?
Do you handle ongoing work?
What if I just need a small fix?
// next available · Q3 2026
Let’s build the next one together.
30-minute discovery call. We look at your store, talk about the funnel, and figure out together if a Heltra build is the right fit.