Insight & Opinion



July 18th, 2022

J-Harden & J-Shed Shopify Website Launch

We are very excited to announce the recent launch of a new Shopify website, a collaboration with NBA All star James Harden and J-Shed Wine.

James Harden, a 10-time NBA All-Star, fashion and cultural icon, had the desire to make quality wine more accessible, diverse and inclusive and to share his personal wine journey with his fans worldwide. Thus, J-Harden Wines was born! A collaboration with globally recognised wine brand, J-Shed, J-Harden Wines is introducing a California Cabernet Sauvignon and a California Red

To support the launch of J-Harden’s limited edition J-Shed wine varietals, Grand Central were briefed to build a brand website, one where the style and fashion appeal of J-Harden was showcased, promote the two varietals, and launch sales through various stockists. The site was bought to life through Shopify, where consumers have the opportunity to purchase directly through the site as an e-commerce platform, on social media and through third-party stockists.

A bespoke, fully optimised Shopify theme was designed, developed and launched to ‘bring the swag’, with bold, vibrant sections bringing the brand to life. Prior to the launch of the wines, consumers were able to register their interest through the website. Integration with the marketing platform, Klaviyo made for a seemless brand to consumer journey, with pesonalised automated welcome emails and targeted launch campaigns.

View the J Harden Wines site here.

Grand Central develops promotional, reward and corporate websites as part of integrated campaigns for some of the biggest brands and organisations. For help with planning, designing and building your digital requirements please contact us at / 020 8546 0150