Collier Webb
A Digital Showcase for Bespoke British Craft
Collier Webb is a third-generation British family business, designing and handcrafting exquisite lighting, furniture, and hardware for some of the world’s most remarkable interior spaces.
With a reputation built on design excellence and bespoke craftsmanship, Collier Webb needed a digital platform that would reflect their standards while supporting operational efficiency and client self-service. Their previous website did little to convey the detail and artistry of their products, and key features like trade ordering, CRM integration, and product configuration were missing. The brief was to create a refined and responsive e-commerce platform that allowed trade customers to browse, configure, and order online, while also presenting the brand’s stunning pieces with a level of sophistication worthy of their legacy
Our Design Approach
Our design approach placed the craft of Collier Webb at the centre of the experience. We led art direction for enhanced product imagery, editing and refining photography to ensure uniformity in lighting, cropping, and visual consistency. The updated visuals helped highlight the materials, finishes and precision that define their offer. We balanced product focus with editorial content, featuring glimpses into the East Sussex workshops and highlighting bespoke commissions to tell the story of their craftsmanship. Refined layouts and intuitive navigation guided users through product categories like lighting, furniture and hardware, while the elegant UI design created a seamless connection between brand and function.
The Technology Stack
The website was built on Magento 2 and included several tailored features specific to Collier Webb’s needs. A custom product configuration journey was developed for their modular rail system, allowing customers to build and visualise complex product combinations step by step. Salesforce CRM integration allowed seamless syncing of trade accounts, enquiries, and order data. We also developed custom trade account journeys — enabling verified clients to log in, access pricing, submit and track orders, and manage their interactions entirely online. Performance enhancements such as caching, responsive layouts, and image optimisation ensured a fast, smooth experience across all devices.
The Results
The platform transformed Collier Webb’s online presence and enabled a more sophisticated, client-centric sales journey. Trade customers benefited from streamlined self-service, with a significant reduction in back-and-forth communications thanks to real-time pricing and account access. The new product imagery led to a marked increase in engagement, with a noticable uplift in time spent on product detail pages. The custom rail configurator proved particularly impactful — with a 45% increase in related enquiries and faster conversion from specification to order. Internally, the Salesforce integration enabled the sales team to manage leads more effectively, while the CMS provided greater autonomy to the marketing team. Altogether, the website now supports Collier Webb’s mission to deliver world-class craftsmanship — matched by a world-class digital experience.
