Prima – Responsive Magento Theme

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Prima is multipurpose responsive Magento theme suitable for different online stores. Fully responsive, Prima includes many new features as unified AJAX controller, LESS preprocessor, 7 new widgets and fully customizable colors and fonts and many more! Prima includes the latest Magento

Why should you buy Prima?

Prima is incredibly fast!

Check here the test With time for the first bite at ~160 milliseconds and full page load time at ~600 milliseconds, Prima is faster than any other Magento theme on ThemeForest! Nobody loves slow websites, especially when it comes to e-commerce.

  • CSS and JS files are combined and minified automatically.
  • Backend control for the compression level of all images
  • Backend control for retina images (removing retina features doubles the speed)
  • Advanced caching features with minification of the HTML and inline code

Prima includes 2 separate skins with multiple variations each.

An Electronics skin and Fashion skin. These are not just variations of the same skin but a completely separate skins with different layout and features.

  • Prima Electronics – electronics, computers, smartphones, tools, sports, gadgets, cameras, furniture
  • Prima Fashion – fashion, wedding, jewelry, rings, luxury goods

Then, each skin have its own variations of the header, main menu, footer or product page. You can also choose to switch on and off the sidebars and whether to have a fluid layout or not on any page. The ultimate freedom to customize the look of your store.

With Prima you can control all colors, fonts, backgrounds, shadows and borders directly from the backend!

With Prima you can change any color, font or other feature of the skin directly from the backend in just few seconds! You don’t like the default blue color? Change it to fit your brand’s colors!

Prima includes

  • Blog with pinterest style interface and automatic feed import on schedule
  • AJAX catalog, filter, subscribe, promo codes, shipping estimation, registration and many more
  • Customizable MegaMenu with different style for each menu item
  • Advanced mobile menu and features
  • Product widget to show latest, sale, most wanted products from any category on any page
  • Blog post widget to show blog posts on the home page, category pages, or on the product page (to display the product review directly on the conversion page)
  • Popup widget to show a popup on any page when the customer enters or leaves. Use that for marketing.
  • Custom menu editor. You can include or edit custom menus directly from the backend. No more hand written HTML code!
  • YouTube widget that allows you to upload videos to YouTube directly from your Magento backend! Building a video blog was never easier before!
  • Color swatches on product page and on category page
  • Countdown timer
  • QR codes

Prima is written in LESS and Bootstrap 3

The perfect starting point for any custom project. Just use the framework features and build your own custom design!

SharkSkin Framework Features

Complete Magento Framework

Extremely fast development, great features, base for any Magento project

SharkSkin includes code and design that extend crucial parts of Magento, both in frontend and backend, improving some of the original features and adding more, where the open source code lacks functionality. SharkSkin is a base for any type of Magento project, no matter the size, reducing greatly the time for development.

Bootstrap 3 and LESS

Speed up the development process even more and control everything from the backend

SharkSkin includes a default skin, based on Bootstrap 3 and LESS.

  • Using Bootstrap 3 and the “mobile first” development approach, the mobile and desktop versions are created simultaneously, with automatically added responsive features, easy to extend base classes (buttons, links, colors, etc.).
  • Using LESS reduces the time for development even more, separate blocks of the website are included in different LESS files, the base properties (colors, fonts, etc.) are exported to variables. Extending and modification is extremely fast and easy.
  • SharkSkin includes integrated PHP LESS preprocessor (compilator) with two modes of caching and control of any type of variables from the backend. This gives ultimate freedom for customer modification directly from the backend, speed and independence of development and optimized CSS code.

Outstanding Speed

SharkSkin is speed optimized to the maximum

SharkSkin uses various techniques to optimize the speed of page generation, transportation and rendering, extending the original Magento features. Minification and combination of CSS and JS, extensive caching and minificaton of the cached HTML, ready to use with CDN, extended resizing and caching of the images. With proper server setup you’ll be able to achieve unmatched speed.

LESS Preprocessor (compilator)

Edit directly the less files, control everything from the backend

SharkSkin includes an integrated PHP LESS preprocessor, which compiles all .less files into one big minified CSS file on the fly. You can edit the .less files directly via FTP and you don’t need a LESS JS. Evenmore, the LESS preprocessor takes variables from the Magento backend allowing modification of the original parameters by the user (colors, fonts, etc.). The modified parameters are then replaced in the original CSS instead of an inline CSS, which increases greatly the page load speed and reduces the time for development. The LESS preprocessor have two modes of caching – normal and aggressive which then reduces greatly the server load and increases the page load speed even more.

Full AJAX frontend

Unified controller allowing adding AJAX anywhere

SharkSkin includes a unified AJAX controller allowing any frontend feature to be working via AJAX. From the standard AJAX Cart, AJAX Whishlist, AJAX Compare and AJAX product Filter to unique features as AJAX estimation of shipping tax, AJAX promo codes, and many more. Adding more AJAX features is as easy as adding few classes and parameters to the HTML element.

Outstanding usability and features for mobile

Mobile is half the web already. We put a special effort there.

ShopShark includes a feature rich mobile menu, collapsible elements, automatically generated retina images, vector icons, swipe control and many more features for ultimate mobile experience.

Google Fonts and Unlimited Colors

Choose from more than 600 fonts and unlimited colors

With SharkSkin more than 600 Google Fonts and unlimited colors can be controlled via the backend and compiled directly in the CSS. When more than one Google Font is used, the fonts are conbined in a single query for increased speed. Virtually any design element can be controlled via the backend and compiled directly in the CSS by the LESS preprocessor.

Megamenu customizable via templates

Different templates for different categories for the megamenu

SharkSkin includes unique MegaMenu module that allows customization of any menu item separately with unlimited number of templates. Adding new template is as easy as writing few lines of HTML. Create virtually any megamenu design as you want. More than 10 templates are already included in the default skin.

Integrated BLOG with YouTube and Twitter integration

Create and manage a fully featured BLOG, automatically take videos and tweets

SharkSkin includes an integrated BLOG with YouTube and Twitter integration. No need for a separate WordPress installation or tacky WordPress integration plugins. Control, post content and manage the BLOG directly in the Magento backend. The blog also includes automatic rendering of videos via YouTube, automatic YouTube video feed publishing and automatic publishing of Tweets. Create a unique review/commentary BLOG with automatic content publishing from YouTube and Twitter.

Image/Custom Swatches

Unique visual selectors to let customers to choose colors, sizes, etc.

Add an image or custom HTML to any attribute to be displayed together with configurable products to let your customers to choose the color, size, design, or any other option of your products visually.

SEO ready

Fully optimized for SEO

SharkSkin includes rich snippets, right use of “nofollow”, extended HEAD parameters and all recommended on-page SEO attributes. You just need to add a unique products descriptions to achieve great SEO ranking.

YouTube widget

Upload videos to YouTube directly from your Magento backend

Using the YouTube widget you can publish easily any YouTube video, or even upload a new video directly from your Magento backend, that will go in your own YouTube channel. You need to set-up API credentials in your YouTube account, then the SharkSkin YouTube widget will use that to connect to your YouTube account. Using this you can easily shoot review videos and publish them in the product descriptions or in the Blog saving tons of time as the rendering and publishing of the video will be automatic.

Unified Product Widget

Publish virtually any product listing anywhere

The unified product widget allows you to publish collections of products anywhere in your pages or static blocks. The widget have the following options:

  • Category – Choose the category from which you wish to show products. You can omit it which will select all the products from the current store view
  • Include Subcategories – yes/no
  • Product Type – All/New/Sale/Custom/Grouped/Bundle
  • Products – in case of product type custom
  • Sort By – Price/Date/Name
  • Sort direction – Ascending/Descending
  • Maximum Displayed Items – limit the collection to reduce the page size
  • Template – Choose between various templates – Carousel/Full info/Short Info/Mosaic/List

You can put a product collection everywhere – in the MegaMenu, in a popup, in a blog post, in a custom page (describing a promotion). Create a rich sales content with the product widget.

Unified Blog Widget

Publish latest blog posts anywhere

Using the blog widget you can publish latest post/reviews from any blog category to a category page, a megamenu dropdown. Remember that the Blog can automatically import feeds? Use that to strengthen your sales.

Revolution Slider Widget

Publish beautiful sliders anywhere

With the revolutions slider widget you can publish any slider on any category page, blog post, product page, megamenu item or custom page (landing or promo page).

Custom Popup Widget

Add a popup message to any page

Using the popup widget you can create a popup message that will appear on any page you like when the user arrives, after some delay or when the user tries to leave. Use that to announce promotions and sales. Remember that you can publish product collections anywhere, including inside the popup? Use that to show your users what’s on sale. Or show them a video or the latest reviews.

Choose the variant that fits your brand the most

Choose between various variations of the header and footer inside the same theme. For example – choose between logo on the left or in the center. This feature allows you to uniquely fine tune the website to your brand.

Layout variations for the product page

Choose between few layout variant for the product page

You can choose between standard/wide/fluid variants of the product page for each category separately. This allows you to uniquely tune the product page to the product.

Unlimited Scrolling

Both the category pages and the blog have the unlimited scrolling feature

Get rid of the endless clicking on “next”. Using AJAX, more products or blog posts will load when you reach the end of the page, or when you click on “load more”. You know how important it is to remove the hassle and pain for the potential buyers.

Link for downloading the media folder (the full set of demo pictures): here


Version 1.2.15

  • Fixed translation issue in footer
  • Fixed Facebook box show faces
  • Fixed Blog post date format for different languages

Version 1.2.14

  • Fixed JS localization

Version 1.2.13

  • Added Blog email template for “Comment submitted” and fix path in config file
  • Fixed doubling of the SliderRevolution

Version 1.2.12

  • Fixed localization
  • Fixed add to cart for the related products

Version 1.2.11

  • Fixed Javascript / Cookies notices box mobile view
  • Fixed configuration settings for different scopes
  • Update Magento to version
  • Update Revolution Slider to version 1.2.7

Version 1.2.10

  • Various fixes on the frontend
  • Quick Start updated to Magento

Version 1.2.9

  • Fixed issue with double products when unlimited scrolling is turned on
  • Fixed issue with WYSIWYG editor not working when JS files combine is turned off
  • Various CSS fixes

Version 1.2.8

  • Fixed subcategories widget on anchor categories showing wrong order
  • Fixed AJAX toolbar not working on sitemap and order history

Version 1.2.7

  • Confirmed compatibility with Magento
  • Quickstart updated to MAgento
  • Added option to enable/disable cloudzoom
  • Added option to change logo size
  • Fixed category list not showing SKU

Version 1.2.6

  • Added static block and pages import for the normal installation
  • Fixed new/sale labels not working correctly on category, product page and carousels

Version 1.2.5

  • Fixed issue with quick install
  • Added WordPress posts import option to the BLOG extension

Version 1.2.4

  • Fixed WYSIWYG editor not working in Manage Categories and Manage Products

Version 1.2.3

  • Fixed SKU not showing on list view
  • Various fixes on the frontend

Version 1.2.2

  • Added bestsellers option to the product widget – now the widget can show the most sold products for a period for a category (including the subcategories)
  • Fixed issue with the number of the products when AJAX unlimited scrolling is fixed

Version 1.2.1

  • Prima Fashion Skin introduced
  • Fixed issue with page titles in the catalog
  • Fixed issue with the color swatches on the category pages

Version 1.2.0

  • Prima Fashion Skin introduced
  • Color swatches on the category pages introdused

Version 1.1.9

  • Fixed issue with countdown timer backend option not working
  • Minor CSS fixes

Version 1.1.8

  • Added “Amazon style” collapsibe main menu
  • Added left column main menu
  • Added custom buttons and crossales to the “add to cart” AJAX popup

Version 1.1.7

  • Fixed issue with Slider Revolution not showing
  • Fixed AJAX not working in advanced search
  • Fixed “what is this” link in log-in page

Version 1.1.6

  • Fixed issue with cached form_key which prevents “add to cart” on home page widgets to work
  • Fixed issue with product and blog carousels on home page
  • Added lazy load on carousels

Version 1.1.5

  • Fixed AJAX on blocks for coupon codes and shipping estimation on the cart page
  • Changed the mobile breakpoint to md size (992px) – now tablets show the mobile menu and features
  • Fixed AJAX not working on the search result page
  • Fixed language selector flags

Version 1.1.4

  • Fixed bug with grouped product not showing details when “add to cart” is clicked on category page
  • Fixed bug media block not reloading depending on the options for configurable products
  • Minor CSS fix

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Privacy Policy is committed to safeguarding your privacy. Contact us at if you have any questions or problems regarding the use of your Personal Data and we will gladly assist you.

By using this site or/and our services, you consent to the Processing of your Personal Data as described in this Privacy Policy.

Table of Contents

  1. Definitions used in this Policy
  2. Data protection principles we follow
  3. What rights do you have regarding your Personal Data
  4. What Personal Data we gather about you
  5. How we use your Personal Data
  6. Who else has access to your Personal Data
  7. How we secure your data
  8. Information about cookies
  9. Contact information


Personal Data – any information relating to an identified or identifiable natural person.
Processing – any operation or set of operations which is performed on Personal Data or on sets of Personal Data.
Data subject – a natural person whose Personal Data is being Processed.
Child – a natural person under 16 years of age.
We/us (either capitalized or not)

Data Protection Principles

We promise to follow the following data protection principles:

  • Processing is lawful, fair, transparent. Our Processing activities have lawful grounds. We always consider your rights before Processing Personal Data. We will provide you information regarding Processing upon request.
  • Processing is limited to the purpose. Our Processing activities fit the purpose for which Personal Data was gathered.
  • Processing is done with minimal data. We only gather and Process the minimal amount of Personal Data required for any purpose.
  • Processing is limited with a time period. We will not store your personal data for longer than needed.
  • We will do our best to ensure the accuracy of data.
  • We will do our best to ensure the integrity and confidentiality of data.

Data Subject’s rights

The Data Subject has the following rights:

  1. Right to information – meaning you have to right to know whether your Personal Data is being processed; what data is gathered, from where it is obtained and why and by whom it is processed.
  2. Right to access – meaning you have the right to access the data collected from/about you. This includes your right to request and obtain a copy of your Personal Data gathered.
  3. Right to rectification – meaning you have the right to request rectification or erasure of your Personal Data that is inaccurate or incomplete.
  4. Right to erasure – meaning in certain circumstances you can request for your Personal Data to be erased from our records.
  5. Right to restrict processing – meaning where certain conditions apply, you have the right to restrict the Processing of your Personal Data.
  6. Right to object to processing – meaning in certain cases you have the right to object to Processing of your Personal Data, for example in the case of direct marketing.
  7. Right to object to automated Processing – meaning you have the right to object to automated Processing, including profiling; and not to be subject to a decision based solely on automated Processing. This right you can exercise whenever there is an outcome of the profiling that produces legal effects concerning or significantly affecting you.
  8. Right to data portability – you have the right to obtain your Personal Data in a machine-readable format or if it is feasible, as a direct transfer from one Processor to another.
  9. Right to lodge a complaint – in the event that we refuse your request under the Rights of Access, we will provide you with a reason as to why. If you are not satisfied with the way your request has been handled please contact us.
  10. Right for the help of supervisory authority – meaning you have the right for the help of a supervisory authority and the right for other legal remedies such as claiming damages.
  11. Right to withdraw consent – you have the right withdraw any given consent for Processing of your Personal Data.

Data we gather

Information you have provided us with
This might be your e-mail address, name, billing address, home address etc – mainly information that is necessary for delivering you a product/service or to enhance your customer experience with us. We save the information you provide us with in order for you to comment or perform other activities on the website. This information includes, for example, your name and e-mail address.

Information automatically collected about you
This includes information that is automatically stored by cookies and other session tools. For example, your shopping cart information, your IP address, your shopping history (if there is any) etc. This information is used to improve your customer experience. When you use our services or look at the contents of our website, your activities may be logged.

Information from our partners
We gather information from our trusted partners with confirmation that they have legal grounds to share that information with us. This is either information you have provided them directly with or that they have gathered about you on other legal grounds. See the list of our partners here.

Publicly available information
We might gather information about you that is publicly available.

How we use your Personal Data

We use your Personal Data in order to:

  • provide our service to you. This includes for example registering your account; providing you with other products and services that you have requested; providing you with promotional items at your request and communicating with you in relation to those products and services; communicating and interacting with you; and notifying you of changes to any services.
  • enhance your customer experience;
  • fulfil an obligation under law or contract;

We use your Personal Data on legitimate grounds and/or with your Consent.

On the grounds of entering into a contract or fulfilling contractual obligations, we Process your Personal Data for the following purposes:

  • to identify you;
  • to provide you a service or to send/offer you a product;
  • to communicate either for sales or invoicing;

On the ground of legitimate interest, we Process your Personal Data for the following purposes:

  • to send you personalized offers* (from us and/or our carefully selected partners);
  • to administer and analyse our client base (purchasing behaviour and history) in order to improve the quality, variety, and availability of products/ services offered/provided;
  • to conduct questionnaires concerning client satisfaction;

As long as you have not informed us otherwise, we consider offering you products/services that are similar or same to your purchasing history/browsing behaviour to be our legitimate interest.

With your consent we Process your Personal Data for the following purposes:

  • to send you newsletters and campaign offers (from us and/or our carefully selected partners);
  • for other purposes we have asked your consent for;

We Process your Personal Data in order to fulfil obligation rising from law and/or use your Personal Data for options provided by law. We reserve the right to anonymise Personal Data gathered and to use any such data. We will use data outside the scope of this Policy only when it is anonymised. We save your billing information and other information gathered about you for as long as needed for accounting purposes or other obligations deriving from law, but not longer than 1 year.

We might process your Personal Data for additional purposes that are not mentioned here, but are compatible with the original purpose for which the data was gathered. To do this, we will ensure that:

  • the link between purposes, context and nature of Personal Data is suitable for further Processing;
  • the further Processing would not harm your interests and
  • there would be appropriate safeguard for Processing.

We will inform you of any further Processing and purposes.

Who else can access your Personal Data

We do not share your Personal Data with strangers. Personal Data about you is in some cases provided to our trusted partners in order to either make providing the service to you possible or to enhance your customer experience. We share your data with:

Our processing partners:


Our business partners:


Connected third parties:


We only work with Processing partners who are able to ensure adequate level of protection to your Personal Data. We disclose your Personal Data to third parties or public officials when we are legally obliged to do so. We might disclose your Personal Data to third parties if you have consented to it or if there are other legal grounds for it.

How we secure your data

We do our best to keep your Personal Data safe. We use safe protocols for communication and transferring data (such as HTTPS). We use anonymising and pseudonymising where suitable. We monitor our systems for possible vulnerabilities and attacks.

Even though we try our best we can not guarantee the security of information. However, we promise to notify suitable authorities of data breaches. We will also notify you if there is a threat to your rights or interests. We will do everything we reasonably can to prevent security breaches and to assist authorities should any breaches occur.

If you have an account with us, note that you have to keep your username and password secret.


We do not intend to collect or knowingly collect information from children. We do not target children with our services.

Cookies and other technologies we use

We use cookies and/or similar technologies to analyse customer behaviour, administer the website, track users’ movements, and to collect information about users. This is done in order to personalise and enhance your experience with us.

A cookie is a tiny text file stored on your computer. Cookies store information that is used to help make sites work. Only we can access the cookies created by our website. You can control your cookies at the browser level. Choosing to disable cookies may hinder your use of certain functions.

We use cookies for the following purposes:

  • Necessary cookies – these cookies are required for you to be able to use some important features on our website, such as logging in. These cookies don’t collect any personal information.
  • Functionality cookies – these cookies provide functionality that makes using our service more convenient and makes providing more personalised features possible. For example, they might remember your name and e-mail in comment forms so you don’t have to re-enter this information next time when commenting.
  • Analytics cookies – these cookies are used to track the use and performance of our website and services
  • Advertising cookies – these cookies are used to deliver advertisements that are relevant to you and to your interests. In addition, they are used to limit the number of times you see an advertisement. They are usually placed to the website by advertising networks with the website operator’s permission. These cookies remember that you have visited a website and this information is shared with other organisations such as advertisers. Often targeting or advertising cookies will be linked to site functionality provided by the other organisation.

You can remove cookies stored in your computer via your browser settings. Alternatively, you can control some 3rd party cookies by using a privacy enhancement platform such as or For more information about cookies, visit

We use Google Analytics to measure traffic on our website. Google has their own Privacy Policy which you can review here. If you’d like to opt out of tracking by Google Analytics, visit the Google Analytics opt-out page.

Read more about cookies on our Cookie Policy

Contact Information

email: [email protected]

Changes to this Privacy Policy

We reserve the right to make change to this Privacy Policy.

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Last Update: May 25, 2018