Graham & Green

Boosting revenue by 300% with a beautiful mobile experience

Blooming into a modern lifestyle brand 

Since the 1970’s, Graham and Green have designed and sold furniture and homeware with an eclectic mix of vintage style, contemporary ideas and international notes. 

But their growth was held back by a dated user interface and restrictive back-office systems.

By combining our skills with those of their incredible in-house creative talent we were able to create an inspirational, effortless mobile experience that grew online revenue by over 300%.

Winner: Magento Excellence Award, Best Mobile Experience, 2019

Writing a new chapter

When Graham and Green came to us, they had enjoyed decades as a sought-after interiors brand, with stores in London’s most chic areas. 

But with a dated site, online sales were lagging behind their retail success, with no significant growth in three years.

Not only was it not mobile-friendly, the site failed to showcase the aspirational brand vision and unique way Graham and Green design and source products.

Handcrafted furniture, handcrafted site

At JH we know the home furnishings industry inside out, so could see huge potential to create a one-of-a-kind customer experience for Graham and Green.

We rooted our design strategy in their incredible creativity, working closely with their talented team to bring existing stunning photography and storytelling online in creative ways. 

To empower the marketers and merchandisers for the future, CMS authoring tools would help them create rich site content to tantalise new and old customers alike.

Made to measure

Migrating from Magento 1 to a sophisticated Magento 2 store would radically improve customer experience. Powerful features and more advanced administrative tools would help drive revenue:

Here’s just some of what we built:

• Proper integration with back-office platforms (Navision, Ometria, GTM) produced improved data quality and enabled features like stock levels and delivery tracking
• Third-party solutions like Klevu (search), Nosto (personalisation), Feefo (reviews), and Braintree (payments) efficiently added enhanced customer-facing features
• Intuitive multi-step sofa customiser, with integrated fabric swatch sampling, made it easier for customers to quickly build matching suites from thousands of options

Sitting pretty

Working closely together we were able to combine our expertise with their creativity to transform a dated site into a useful and beautiful digital product.

The tuned performance was 45% faster, giving an enjoyable seamless experience for a new mobile audience. 

Following the launch, the new site grew online revenue for the first time in three years, to over 300%. 

A phenomenal result achieved without significant marketing spend.