Shop
shop.rnli.org
RNLI Shop is an official merchandise retailer offering branded clothing, accessories, and gifts that support the Royal National Lifeboat Institution's lifesaving mission. The store features a curated selection of apparel including technical sailing clothing, changing robes, coats, and lifestyle accessories, alongside partner brands like Helly Hansen, Finisterre, and dryrobe.
Products
821
Collections
254
Pages
66
Blog Posts
2
CommerceRank Score
Overall store health assessment based on 5 key factors
65/100
Top Recommendations
- Improve PageSpeed performance to 70+ for better conversions
- Add a reviews platform to build customer trust
PageSpeed Performance Analysis
Mobile performance from Google PageSpeed • 22 Feb 2026
Overall Ranking
#11154 / 16375
Faster than 32% of stores
Fashion & Clothing Ranking
#2033 / 2989
Top 68% in category
Category Avg Performance
57
-6 below avg
Category Avg LCP
1.9s
Slower than avg
Performance
Accessibility
SEO
Core Web Vitals
2.3s
Largest Contentful Paint
0.000
Cumulative Layout Shift
95ms
Interaction to Next Paint
Additional Metrics
1.3s
First Contentful Paint
426ms
Time to First Byte
10.6s
Speed Index
Store Audit
Actionable insights compared to 4419 Fashion & Clothing stores
#702 in Fashion & Clothing
Top 16% of stores
0% above average
821 products vs 819 avg
Slower than 68% of Fashion & Clothing stores
PageSpeed score: 51/100
Category Benchmarks
Compared to 4419 stores in Fashion & Clothing
0% above average
avg
173% above average
avg
61% above average
avg
94% below average
avg
Theme & Design
Theme Name
BespokeType
Custom / Bespoke
Tech Stack
Platform
shopify
Payment / Finance
Business Profile
Store maturity and operational indicators
Stable
4 months
Since Dec 2025
Larger than 75% of category
Top 16% by catalog size
medium
Above-average content investment
Tech Stack Maturity
Developing stack
Business Sophistication
Developing
Store Timeline & History
Dec 2025
Similar Fashion & Clothing Stores
Other fashion & clothing stores with similar size
Is this your competitor?
Get a free audit and see how you compare
About Shop
Shop is a fashion & clothing ecommerce store built on shopify and operating in GB. The store currently offers 821 products organized across 254 collections, making it larger than average for the fashion & clothing category.
Theme and Design
Shop uses the Bespoke theme, a custom-built solution tailored specifically for this store. This theme choice provides the foundation for their online presence.
Performance Analysis
Based on Google PageSpeed Insights, Shop achieves a performance score of 51/100 on mobile devices. This moderate score suggests there may be opportunities to improve load times and user experience through optimization. The store also scores 89/100 for accessibility and 92/100 for SEO optimization.
Tech Stack
Beyond the core Shopify platform, Shop has not implemented a third-party review platform and offers PayPal for payment flexibility.
Competitive Positioning
Within the Fashion & Clothing category, Shop ranks #702 out of 4419 stores we track. This places them in the top 16% of fashion & clothing stores by product catalog size.
Last scanned
Feb 18, 2026
