George Spencer Designs
Digital Transformation for a Heritage Interiors Brand
George Spencer Designs is a heritage interiors brand renowned for its luxurious fabrics and wallcoverings. As part of The Edward Alexander Group, GSD approached Everything Connected to reimagine their digital presence — combining elevated design, technical functionality, and seamless user experience to better serve their trade customers and reflect the craftsmanship at the heart of their brand.
George Spencer Designs (GSD), part of The Edward Alexander Group, is a revered name in British interior design, known for luxurious textiles and wallcoverings. Despite their strong heritage and design reputation, their online presence didn’t reflect the quality of their products or support the needs of trade customers. The challenge was to create a refined e-commerce platform that could enhance the customer journey, support a complex product offering, and translate their craftsmanship-led experience into a digital environment — all while preserving the exclusivity and charm of the brand.
User Experience
Our approach centred on elevating GSD’s digital brand to match its visual and material richness. We refined their colour palette, typography, and overall UI to create an elegant, editorial experience. Art direction for new photography was carefully considered: fabrics were shot with texture and scale in mind, often styled with a ripple or in situ to reflect real-world use. The site also integrates lifestyle videos and ambient visuals from each collection launch, helping to evoke a showroom-like feel online. We restructured product listings, category pages, and detail pages to surface the information trade clients need most, with a balance of beauty and usability.
Tech Stack
The new George Spencer Designs website was built on Magento 2, chosen for its flexibility, scalability, and suitability for a trade-focused product catalogue. The platform was tailored to support GSD’s complex sales workflows, including features such as trade account applications, user-group pricing, and integration with their existing CRM and ERP systems. We implemented advanced search functionality with intelligent suggestions and filtering, helping users find products by collection, finish, or material. The product pages featured interactive image galleries with zoom, allowing users to examine fabrics and wallcoverings in detail. Additional features such as a showroom finder, product configuration tools, and multi-store support provided the brand with the tools needed to scale and service clients efficiently. Underpinning it all were performance enhancements to ensure fast loading speeds and smooth browsing, including caching, image optimisation, and mobile responsiveness.
The Results
The launch of the new website marked a turning point for GSD’s digital presence. Trade enquiries increased by 52% within the first six months, supported by clearer user journeys and streamlined access to product information. Visitors spent significantly longer on the site, with a 35% uplift in average session duration — a reflection of richer visuals and more engaging content. Customer support queries around pricing and availability fell by 40%, thanks to better product data and user group-specific content. The improved product photography led to a doubling of engagement on product detail pages, as users explored materials in greater depth. Feedback from GSD’s trade audience highlighted the site’s simplicity, elegance, and professionalism — successfully translating the in-showroom experience to a modern digital platform.
