Deep roots, fresh growth

More than 350 plant species, a specialised seasonal ordering process & nearly 60 years of family history. Creating a new website for Appletons Tree Nursery was never going to be a simple off-the-shelf job.

The result is a modern, user-friendly website that connects directly with the nursery's existing systems, making it easier for customers to explore its extensive range while giving the Appletons team a stronger foundation for managing online orders.

But this project had another unexpected outcome: 500 native trees planted in Golden Bay as part of a local forest restoration initiative.

A family business ready for its next chapter

Founded in 1968 by Eric Appleton, Appletons Tree Nursery is a family-owned business with three generations involved in its operation.

Based in the Nelson region, the nursery grows & supplies native, ornamental & forestry trees, shrubs & grasses to customers throughout New Zealand.

When its existing website began showing its age, with increasing technical issues, limited mobile usability & its developer discontinuing support, Appletons knew it was time for a replacement.

But with hundreds of plant varieties & a specialised ordering process, it needed more than a standard e-commerce solution.

Much of Appletons' stock is grown in open ground & sold bare-rooted during winter, when the plants are dormant. Customers can place forward orders throughout the year, with regular ordering opening after the annual stocktake in April.

The new website needed to accommodate these requirements while making the online experience simpler for customers.

After approaching several agencies, Appletons chose UpShift for its technical expertise, local presence & willingness to understand the business. UpShift's previous work with Waimea Nurseries also helped build confidence.

Bringing the old & new together

For UpShift designer Matt Robinson, the goal was to modernise the website without losing the character of a long-established family business.

Drawing inspiration from Appletons' traditional printed catalogues, Matt carried the familiar dark red, green & gold colour palette & serif typography into a cleaner, more contemporary design.

With more than 350 species & numerous product options, navigation was a key consideration. The refreshed layout makes it easier for customers to explore the range across desktop & mobile devices.

Behind the scenes, developer Will Macgregor worked alongside Paul, who maintains Appletons' internal nursery system, to connect the website directly to its product information through a secure API.

The team refined how that data was retrieved & displayed, creating a faster, more resilient browsing experience.

Bespoke checkout & ordering functionality was also developed around Appletons' seasonal sales process, while flexible content blocks gave the team greater control over managing their website.

Throughout the project, Anton & Jacky worked closely with UpShift, sharing their knowledge of the nursery's operations & helping shape the finished result.

As they explain:

"What Appletons' needed wasn't an off-the-shelf e-commerce website but a bespoke solution - & Tama, Matt & Will did a great job of understanding our business & what we needed from our website, then delivered!"

A fresh start, with lasting impact

The new website has already received positive feedback from long-standing Appletons customers, while the improved ordering functionality & integration with the nursery's internal system provide a stronger foundation for future growth.

But the collaboration also grew into something beyond the website.

During the initial project discussions, UpShift owner Tama Easton suggested that Appletons contribute native seedlings as part payment for the website, which UpShift could then donate to a reforestation project.

Appletons welcomed the idea, & Project Rameka in Golden Bay was chosen as the recipient.
In August, 500 Appletons-grown native trees, including miro, mataī, rimu & tōtara, were planted by volunteers to help restore land dominated by invasive barberry.

The trees will be cared for as they establish, with the long-term goal of creating a thriving native forest that supports local wildlife & captures carbon.

For Appletons, it was a natural extension of their passion for growing native plants. For UpShift, it was an opportunity to give back in a tangible way.

A fresh digital chapter for a family business with deep roots, & 500 new trees taking root in Golden Bay along the way.