Hi,
It's great to see a project from some fellow boardsport people! I'm a windsurfer, myself. I have 20 years of experience in engineering and programming. I've been creating websites for over 5 years. I have worked with various frameworks and languages including Wordpress, Bootstrap, Joomla, HTML, CSS, Ajax. Javascript, and PHP. I primarily specialize in Wordpress these days. I have experience with several eCommerce solutions, Shopify, Woocommerce, Stripe, PayPal, Gumroad and Vend.
My approach to design is user-focused. Why is a user going to be on this page? How can I make it easier for him/her? I like clean, uncluttered websites. Fonts, colors and space are all important design details that when done well are usually unnoticed. People want kiteboards, lets help them find the right board and buy it! I start my designs with pen, paper and conversation. In your case, you have an old site and your store template. I'd like to talk to you about what works, what doesn't and where you want to go. I design first with wireframes and when you're happy, I'll code it. Testing is important, especially with eCommerce.
I currently run my own web server with hosting for a few of my design clients. I know my way around web development! If you have any questions, please don't hesitate to contact me. Best of luck with your project! I've been on your side of the freelance game...beware of the ultra-low bidders and I would strongly recommend you Skype interview your short list.
Regards,
Eve