Building a platform for growth

Ampersand has an extremely high level of technical competence that goes far beyond Magento. Looking at the broader picture, when it comes to systems architecture and technology, they really know what they’re doing.

David Williams


The Challenge

Seraphine‘s popularity has soared in recent years. A razor-sharp focus on affordable luxury maternity and nursing wear, with an unrivalled breadth and depth of product, has seen the retailer grow exponentially, with growth of over 40% online in each of the last three years.

In 2019, the high-growth retailer was making plans for the next phase of growth, driven by expansion in international markets and further additions to the product range. Seraphine sought a new technology partner who could deliver a platform that would support continued high growth rates for the next three years and beyond, while facilitating quick and easy roll-out of new markets.

The Solution

We expanded Seraphine’s real estate by decoupling the existing architecture and building a scalable, flexible ecommerce platform. We implemented a powerful ecommerce engine (Magento 2) and integrated advanced visual merchandising to enable different search requirements in different markets; and a dedicated PIM to store multi-language product information. We also introduced a best-in-class payment gateway to ensure the right payment options were available to customers across their different markets.

The Results

Significant improvements in response time and beautiful, mobile-first UX design has vastly improved the customer experience; while AI-driven merchandising has enabled relevant, localised and immersive brand experiences that can scale. Seraphine now has a single view of their product data and an accurate snapshot of their product content from their PIM. Most importantly, Seraphine has the platform they need to scale their business globally and Ampersand is working on the first (of many) new international market sites.