The Welly Warehouse site is the market leader in it's field but now getting on for four years old, so it was time for a redesign.
When re-designing a site such as this it is key to retain it's search engine power. So, the new design, while aesthetic and user friendly, retains all the search engine wallop of the original.
Through the use of what is termed '301' redirects and intelligent placement of titles and content the search engine disruption is minimal while the benefits of the new design are very pleasing to the eye.
The design also utilise a very intuitive and user friendly product filtering system custom-coded into the OsCommerce framework.