We love making great premium WordPress themes. It’s what we know and do best. But in order for us to keep doing what we’re really good at, we’re going to have to make a few changes.

Here’s the short version of what’s going to happen:

1) We’re raising prices on all themes.

Don’t worry, they’re going to remain affordable. Prices will jump: $49 for blog themes, $59 portfolio themes, and $69 for WooCommerce compatible themes. Read below to find out why.

2) We’re raising ANNUAL membership fees

We looked around for the average prices in the industry and realised our prices did not reflect the quality of work we do. Annual membership jumps to $89. If you bought an annual membership before January 2017, then the price will NOT go up for you. You’ll be able to renew your annual membership with the old, cheaper price. Lifetime Membership stays the same price.

3) We’re pulling the plug on many old themes.

Starting 1 January 2017, we will stop selling some of our themes. Not enough folks bought our old themes. The majority of sales, around 95% comes from the latest few themes we made. If you use any of our old themes you will still have support until 1 January 2018. The full list of themes getting the chop is below.

4) You get 1 FREE NEW theme*

*You can get 1 new theme for free only if you bought an old one. See a list of eligible old themes below.

5) All remaining themes get full WooCommerce compatibility

Yup. You’ll be able to set up shop using our themes in the next few months.

6) Visual Composers are raging dumpster fires

This isn’t a change. It’s more of our opinion and I’ll explain below.

WHY we’re doing this

In short, because: design & code quality.

We ran a survey recently and asked a few questions. The most important two being:

As you can see, the majority of our customers prefer themes that have great design and code quality (looks and feel). The majority of which prefers good themes to be priced around $60.


Previously in Themes Kingdom: we ran a survey asking all our loyal customers what they thought about us. The results were sobering.

We’ve realised most of our customers cared strongly about the way a theme looked and how it worked behind the scenes. Turns out these two were the decisive factor when buying a theme.

Our design has greatly improved over the years. And even that’s an understatement. You have our designing team Marko and Željko to thank for that. If you compare a theme we made 5 years ago to one we made this year, the difference is staggering.

You know what hasn’t changed? The price.

We make class-leading theme designs, but we charge an amateur/hobby price for them.

Seriously, take a look at most themes in today’s market and you’ll see it’s hard to find themes that are as elegant and beautiful.

Code Quality

Over the years, our developers made hundreds of themes. They learned a lot. So much, in fact, that all the code they write is now reviewed and approved by leading WordPress developers.

Yup, the people who make WordPress take a long look at our code and approve it. And this happens for every theme we make.

The reason we make two separate themes of the same kind instead of just one is code. If you would like a blog theme without the e-shop, you can buy it. The blog theme has less code than an e-shop themes, so it makes it more affordable for you. If you absolutely need an e-shop theme then don’t worry. Every shop theme takes a blog theme and adds an eshop to it. You get all the features of a blog theme with an added WooCommerce shop.

Quality code means your theme loads faster, performs better, and is more secure from hacks.

Because of the much improved design, and greatly improved code quality, we’re raising the price of our themes and annual membership. Lifetime Membership is NOT changed. If you bought an annual membership before January 2017, then the price will NOT go up for you. You’ll be able to renew your annual membership with the old, cheaper price.

Why we’re deleting old themes

While we’re on the subject of code quality, you know what code hasn’t been touched in a while? Our old themes. It’s not that we don’t want to update them, it’s just that it’s hard to support so many new AND old themes. We don’t have the manpower.

The old themes saw a considerable drop in sales. Keeping them up to date takes time and resources, and we just can’t justify spending so much of it on themes not enough people would buy anyway.

All our code for new themes like Huntt, Aperitive, Goodz and the rest is reviewed by WordPress’ lead developers. The old themes have old code that we just can’t support anymore – and it’s too expensive for us to write from scratch again. The design of our old themes is also staggeringly out of date.

Which themes are staying?

All new themes are staying:

Goodz Magazine
Goodz Shop

These themes are best-sellers and make up 95% of our earnings each month. Thanks to the kind folks who buy them, we can keep on doing what we love.

List of old themes

These themes will no longer be supported in any way. No updates. No development. No help. And we’re deleting them from Themes Kingdom:


*This is a free theme and isn’t eligible for an exchange for a new theme.

You can get 1 free new theme in exchange for an old one.

What about support?

Old themes will still get support until January 2018.

How to get 1 free new theme

If you bought an old (unsupported) theme, you can exchange it for a new (supported) one.

1) Sign in
2) Write a support ticket. Tell us which 1 new theme you’d like AND include your email address.

All remaining themes get WooCommerce

Yes: the best-selling themes will soon receive an update with full WooCommerce compatibility! The first theme with WooCommerce support will be Ippo Shop as well as Hunt Shop. Both are coming really soon.

We began adding WooCommerce compatibility to our themes because it was the #1 most requested feature. We’re really grateful for all your amazing feedback and can’t wait to get these ecommerce themes in your hands.

Less choices, more focus

When you’re in the supermarket, and you’re standing in front of 32 different ketchups, how do you decide which one to buy?

You don’t. You’re filled with a swollen feeling of confusion and regret. Scientist call this “Analysis paralysis.” From Wikipedia:

“Analysis paralysis or paralysis by analysis is the state of over-analysing (or over-thinking) a situation so that a decision or action is never taken, in effect paralysing the outcome.

A decision can be treated as over-complicated, with too many detailed options, so that a choice is never made, rather than try something and change if a major problem arises.”

That’s exactly why those $30 themes that have 756 options don’t work. They’re confusing. They’re messy.

“Easy to use” DOES NOT MEAN “has hundreds of options.”

Our secret sauce has always been the common sense to say NO to gimmicks. And when you see a theme with 1000+ options, trust us: it’s all a marketing gimmick.

One theme cannot possibly contain thousands of themes in itself and not have its code/design explode.

We are going to create more demos for our remaining themes. These demos will showcase how our themes can be customized to look and behave differently for a variety of purposes – while still keeping the spirit of the theme intact. You can find these demos in the demo archive (available 1 January 2017).

Visual composers are raging dumpster fires

We also discourage people from using Visual Composers, because they are one of the biggest problematic tradeoffs in the WordPress ecosystem. They seem easy. You use it to design your page visually instead of trying to understand code. But once you use a visual composer you have to use it on every other theme for the rest of your life. Because if you turn it off, the way you made your page look is GONE.

The code Visual Composers produce is simply not good. It’s markup that makes no sense to anything, often including your browser. They were made as a one-size-fits-all solution, which is not good.

And they add a ton of code that slows down your site. Folks don’t have patience for a site to load longer than 5 seconds.

Think of it this way: if a theme developer gives up, you get a new theme. WordPress will transfer your content beautifully to a new theme – neat and tidy. What will you do once the developer of your fave visual composer gives up? You’re stuck.

Summing it all up

As you can tell we’re pretty opinionated about what we do. Premium WordPress themes should be beautiful, elegant, fast, and secure. And we love to make them that way.

But it’s become a little difficult for us to do it, so we had to make some tough decisions:

– increase theme and annual membership prices
– keep lifetime membership at the same price
– delete old themes that aren’t up to snuff
– add WooCommerce compatibility
– trash talk visual composers and hacks

We honestly hope this transition will be as smooth as possible for everyone – including you! Because in the end…

These changes will help us create themes you’ll love to use as much as we loved making them.

Prices go 50% up – discounts go 50% down:

We’re running a huge birthday sale until 31 DECEMBER – Saturday!

Use this code at checkout to knock 50% off your order:


Happy holidays!

23 thoughts on “ We’re changing prices and deleting some themes. Here’s why. ”

  1. Sorry to see some themes I like go, but I can totally understand.

    Keep up the good work! Big fan of you guys!

  2. You guys are on the right track! Focus on and improve what is working, eliminate what isn’t, listen to your customers, and run a lean business. Well done.

  3. I totally agree with your move. To be honest, I always felt your themes lacked that focus you mention and could indeed go way further. I hope this is it.

    If your goal is to extend WooCommerce suport to all the themes, IMHO you should make it the right way. Do not underestimate the presentation of products, make the most of your designs, which are excellent. I see too many themes that brag about WooCommerce support but make little to no adaptation to the theme’s design and styles.

    Going away from page builders, another great move!. Keep it up, TK!

    1. Hey Álvaro Góis, we’re really doubling down on carefully adapting our themes’ design and style for WooCommerce. We’re not going to just “slap” something on and see if it sticks. It’s going to be really tightly integrated. I can’t wait for you to see it 😀

  4. What would be the best replacement for the Charity+ theme? I purchased it recently but have not installed/built anything yet.

    1. If you’re thinking of collecting donations, then maybe you could try a theme that has WooCommerce support.

      See GoodzShop here https://themeskingdom.com/wordpress-themes/goodz-shop-e-commerce-wordpress-theme/

      And Veni here https://themeskingdom.com/wordpress-themes/veni-fashion-lifestyle-blog-wordpress-theme/

      You can customize both with big, beautiful images. I’d suggest Veni if you plan on writing articles regularly, or GoodzShop if you would like a set of pages and articles with the ability to accept donations through WooCommerce.

  5. You guys are simply amazing. Thanks for the detailed explanation. Not only do you treat your themes with great care, you also treat your customers with care too. I’m definitely looking forward to what you’ll be coming up with in 2017. Merry Christmas.

  6. Thank you, I’ll still be here.I have the utmost respect for the support you guys offer.. you have always gone above and beyond the support you really needed to offer !

  7. I’m perfectly happy with the path you set up.
    I bought the lifetime offer because of the simplicity, elegance and efficiency of the design and the code. Now you focus even more on those, just perfect.
    Well, I must admit that I still use some visual builders for some projects, but hey, nobody’s perfect, shame on me.
    Keep going on, keep designing, stay in your way, thanks!
    by the way, are all theme now translatable?

  8. Well, what about using a Visual Builder such as Beaver Builder, that dosen’t mess up/bloat your site with useless code and is highly rated?

    1. Also, was there any consideration to use Easy Digital Downloads (EDD) as a request for theme support aside from Woocommerce?

      1. We’re really focusing on WooCommerce for now because that was most requested. But we will look into EDD later, sure.

    2. All visual composers have to add at least *something* for them to let you visually edit your site. So we’d really suggest not using any of them. Beaver Builder seems like the lesser evil of the bunch. Have you had any experience using it with our themes?

  9. I really hate to see Photex go, because a client really liked it and we were going to build a site with it. Oh well, we’ll find another solution then 🙂
    Anyway, this is a good decision! I wish you good luck and keep up with the good work! Your themes are really, really awesome!

    1. Hi Gary,
      In a word: nothing. You don’t have to do anything or pay anything. With a lifetime membership, you’ll continue to receive high quality themes with full support, forever. Just like you did all this time.

  10. Thanks for both the great explanation and the commitment to quality.

    Just a thought about the themes undergoing exit: what are your thoughts on publishing them for free?

    The WordPress repo probably isn’t your target given that you no longer want a close association between the themes and your brand. So how about publishing them on github. You could add a README that clarifies the non-support policy.

    This might just be useful for developers looking for themes, I guess. But it might be more useful for developer who are supporting clients who are attached to the old theme.

    1. Thanks for the suggestion Sunil. If you bought one of the old themes, then you know that you can download all of the theme files – include code and design. So if you want to continue supporting clients with our old themes, you have the full code and design to do so on your own. Uploading them to github currently makes no strategic sense to us.

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