Bellroy — Schema.org / JSON-LD audit
Bellroy's storefront grades D (49/100) across homepage, PDP, collection and blog. 2 findings flagged for fix — each ships with a copy-paste-ready Liquid snippet on the live tool.
Schema score · 49/100
Live result · refreshed 2026-05-29
About Bellroy
Founded 2010 · AU
Andy Fallshaw and Hadrien Monloup founded Bellroy in Melbourne with a deliberate constraint: make a wallet that's 50% thinner than what most men were carrying. The brand grew almost entirely through long-form product-design content (their YouTube + Instagram are notably craft-focused) before expanding into bags + accessories. B Corp certified, which is rare for luggage.
Public scale markers
Disclosed in filings, acquisitions or named press reporting — not estimates.
- 01B Corp certified
- 02Estimated $50-80M revenue range
- 03Bootstrapped + employee-owned
- 04Operations across Melbourne + Pennsylvania
Notable for the schema.org audit
Bellroy is publicly Shopify Plus and is a frequent case study in Shopify's enterprise content. The storefront's product-detail UX (PDP cross-section animations, materials disclosure) is more sophisticated than most leather-goods brands.
Per-page schema on Bellroy
JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.
Homepage
0 blocksNo JSON-LD detected on this page type.
PDP
0 blocksNo JSON-LD detected on this page type.
Collection
0 blocksNo JSON-LD detected on this page type.
Blog
0 blocksNo JSON-LD detected on this page type.
Open findings
Top 7 of 7 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.
- Homepage: Organization schema presentwarning
Anchors brand identity for Google + AI engines. Required for the Organization knowledge-panel.
- Homepage: WebSite schema presentrecommended
Carries the SearchAction that powers Google sitelinks searchbox.
- Homepage: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- PDP: BreadcrumbList schema presentrecommended
Adds breadcrumb rich result to search listings — boosts SERP CTR.
- PDP: Product schema presentcritical
The single most important schema on a Shopify storefront. Required for Google Shopping + product rich results.
- PDP: AggregateRating schema presentrecommended
Star ratings in search listings — drives CTR more than any other rich result.
- Homepage exposes at least 3 distinct schema typesrecommended
No JSON-LD blocks on the homepage at all — AI engines fall back to inference.
What this Schema grade reveals
D-grade signals meaningful structural gaps in Bellroy's storefront Schema. The most common pattern at this grade band is missing Product schema fields (offers price + currency + availability), conflicting Review schema from two apps (Loox + Judge.me both writing AggregateRating), or no BreadcrumbList — fixable in an hour of theme.liquid work.
Breakdown: 1 PDP finding, 1 homepage finding. The live tool ships a copy-paste-ready Liquid snippet for each finding — every finding is fixable in theme.liquid without installing additional apps.
Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.
Run live
These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=bellroy.com preserved.
Open the live Schema.org AuditSee Bellroy's full storefront analysis