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Shop

shopify

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.

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Products

821

Collections

254

Pages

66

Blog Posts

2

CommerceRank Score

Overall store health assessment based on 5 key factors

C

65/100

performance12/25 (Needs work)
catalog20/25 (Established)
tech Stack10/20 (Partial)
theme10/15 (Custom theme)
content13/15 (Rich)

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

51

Performance

89

Accessibility

92

SEO

Core Web Vitals

LCPgood

2.3s

Largest Contentful Paint

CLSgood

0.000

Cumulative Layout Shift

INPgood

95ms

Interaction to Next Paint

Additional Metrics

FCPgood

1.3s

First Contentful Paint

TTFBgood

426ms

Time to First Byte

SIpoor

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

Products821 / avg 819

0% above average

avg

Collections254 / avg 93

173% above average

avg

Pages66 / avg 41

61% above average

avg

Blog Posts2 / avg 32

94% below average

avg

Theme & Design

Theme Name

Bespoke

Type

Custom / Bespoke

Tech Stack

Platform

shopify

Payment / Finance

PayPal

Business Profile

Store maturity and operational indicators

Growth Trajectory

Stable

Tracking History

4 months

Since Dec 2025

Market Position

Larger than 75% of category

Top 16% by catalog size

Content Investment

medium

Above-average content investment

Tech Stack Maturity

Developing stack

No review platform (23% of category uses one)

Business Sophistication

Developing

Store Timeline & History

Dec 2025

821 products254 collections66 pages2 blogs

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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

Shop | Fashion & Clothing Store Analysis | CommerceRank