eCommerce Website Design and Development for Barbour
- Fully integrated multi-channel ecommerce for global lifestyle retail brand.
- Magento Commerce based ecosystem with custom developments tailored to suit an iconic lifestyle brand.
- Launch and management of Barbour's main sites across multiple markets as well as the launch of the first dedicated sites for Barbour International
What They Say
“Working on something as important as re-platforming our entire online presence was a huge undertaking. We wanted to work with an agency that would be as passionate and as invested in the project as we were. With the Ecommerce build experience we needed to move the online business forward. Enigma Interactive was an obvious choice.”
Elaine Taylor, Global eCommerce and Digital Manager, Barbour
The Ambition
Barbour is a 5th generation family-owned company that was founded in 1894 in South Shields, located in the North East of England. Since its inception, the company has been at the forefront of innovation and design.
Barbour operates through three different brands, Barbour, Barbour International (inspired by motorcycles), and Barbour Beacon (aimed at a younger target audience). The company's ambition was to create an eCommerce platform telling the story of these three distinctive brands.
What We Did
After being chosen as Barbour's digital agency of choice, we became an integral part of their marketing and digital teams to create an impressive online presence for the company. We developed three new eCommerce sites for Barbour, Barbour International and Barbour Beacon. Since Barbour and Barbour International are sold in multiple global markets, we created international variations for each of these sites.
Barbour selected Magento Commerce (now Adobe Commerce) as their preferred platform for the project. This decision was based on a combination of factors including its position as one of the world's leading digital commerce platforms, its interoperability with existing systems, and our experience of creating eCommerce sites with it. As a result, we successfully developed a fully integrated, multi-channel eCommerce ecosystem to power this iconic brand's entire global digital business.
Barbour Website
Barbour.com is the official website of the Barbour brand, showcasing everything that defines this iconic brand. The website we created beautifully captured the brand's rich heritage, craftsmanship, and material technologies that go into creating each product. From informative content pages to the various collections and individual products, the website offered a complete glimpse into the brand's unique lifestyle.
Barbour International
Barbour International has a motorcycle heritage that dates back to 1936. As a brand with a unique identity and rich history, it required a standalone website, separate from the main Barbour site. To meet this need, we developed a dedicated Barbour International website, which was the first of its kind.
Strategic Approach
We are well-known for our thorough and strategic approach to every project, whether it's building a website for a startup or developing a complex software application. Even though Barbour is a successful and established company with a clear strategic direction, they still valued the insights and innovation from working with a digital agency like Enigma.
From the beginning of our partnership, we shared expertise and best practices from working with other eCommerce clients in various sectors, which helped to enhance Barbour's existing strategic direction.
An Enterprise eCommerce Platform
Barbour selected Magento Commerce (now Adobe Commerce) to upgrade their eCommerce infrastructure, setting a precedent for similar projects.
This stood out as the premier eCommerce platform, boasting a wide array of pre-built features, customisation capabilities, tailored developments and seamless integration options.
International Multi-Site Management
As a global brand operating in over 40 countries, it was crucial to ensure that any platform or strategy we adopted could effectively support the creation of websites tailored to diverse regions.
Our primary goal was to provide customers worldwide with a uniquely personalised Barbour experience, regardless of their location. This meant delivering a consistently outstanding user experience that accommodated variations in product offerings, sizing, and other preferences.
Custom Developments
Considering the significance of this eCommerce project, it was inevitable that custom developments would be essential, regardless of the platform's quality. Leveraging our expertise as a specialist digital development agency with extensive eCommerce experience, we crafted a variety of custom extensions for the platform. These extensions provided a distinctive Barbour online experience tailored to their audience needs and business objectives.
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