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House of Hackney
The story so far
House of Hackney is a luxury British interiors brand known for iconic prints, painterly colours, and traditional craftsmanship. Founded in 2011 by Frieda Gormley and Javvy M Royle, the brand draws inspiration from British print houses and nature. Committed to sustainability, their products are crafted in Britain, designed to be passed down through generations. Serving both B2C and B2B markets, House of Hackney caters to design-conscious consumers, interior designers, and architects, supplying establishments like The Ivy and Soho House. The brand is B Corp certified, with showrooms in London and New York, and stores at Liberty and Bergdorf Goodman.
The challenge
As House of Hackney’s growth surged, their outdated Magento platform struggled to keep pace, lacking the flexibility and scalability for their expanding US, UK, and EU markets. We recommended migrating to Shopify, which could streamline both B2C and B2B operations and support mobile-first shopping. The brand also sought a refreshed, visually engaging design reflecting their timeless aesthetic, while integrating sustainability features like a forest-saving calculator. A robust backend was crucial to integrate their product management (PIM) and ERP systems, along with localised content for multiple markets. House of Hackney also required a seamless mobile experience through a new Shopify app, enhancing the user journey for mobile shoppers.
Unified approach
We began by aligning with House of Hackney’s goals: creating a scalable eCommerce platform optimised for mobile, blending B2C and B2B functionalities. Migrating from Magento to Shopify ensured flexibility and supported necessary integrations, like Onetime PIM and BrightPearl for ERP. Our collaboration ensured existing system customisations could integrate smoothly with Shopify’s native features. A strong emphasis was placed on mobile optimisation to mirror the brand's luxurious showroom experience. We developed a blended storefront to cater to both B2C and B2B customers. To enhance mobile usability further, we launched a dedicated Shopify app, making the user experience seamless with responsive navigation, dynamic product recommendations, and an optimised checkout process.
The Key Features
A big part of House of Hackney's digital transformation was the development of custom features. These features would further enhance House of Hackney's ecommerce experience for both their B2C and B2B customers. We incorporated several key features to support both House of Hackney’s sustainability initiatives and the user experience on the site as a whole.
Product calculator Shopify app build: This included developing a dynamic calculator on product pages for items such as wallpaper, paint and curtains. This empowers customers to accurately calculate the quantities they require to avoid wastage. This functionality isn't something that is available as an 'out of the box' solution with Shopify, but we were able to develop a custom-built Shopify app in order to integrate this clever feature.
'Shop the look' feature: We also implemented a 'shop the look' feature so that customers could easily identify and shop products within featured images. The site also includes product visualisers, so customers can see wallpaper or fabric in a room setting before making a purchase.
Sample ordering: Prior to the Shopify redesign, House of Hackney's process for ordering samples online was a little clunky. We streamlined this user-experience by developing the 'add sample' feature to specific PLP's so that customers are able to quickly and effectively add chosen samples to their baskets with just 1 click.
Shopify B2B: B2B features were enhanced with tailored product options like fireproofing for commercial clients. The backend was designed to accommodate Made-to-Order (MTO) products alongside regular stock items, offering the flexibility to meet various customer needs. We also introduced the ability to display lead times on product pages, improving transparency for customers placing custom orders.
The logistics
Shopify migration process: We successfully migrated House of Hackney’s website from Adobe Commerce / Magento to Shopify, building separate stores for their US, UK, and EU markets. This enabled the brand to manage localised content and pricing more effectively while offering a consistent user experience across regions. With Shopify’s B2C and B2B capabilities, we implemented a blended store approach using native Shopify features, avoiding heavy customisation and ensuring scalability for future growth.
Integration of systems: The new platform was seamlessly integrated with Onetime PIM for product management and BrightPearl for ERP, ensuring smooth data flow between systems. This allowed House of Hackney to efficiently manage inventory, orders, and product information across markets, enhancing operational efficiency. We also integrated additional Shopify apps for features like search optimisation, GDPR compliance, and accessibility.
Conclusion & Results
With the launch of their new Shopify site, House of Hackney now enjoys a seamless, scalable ecommerce experience that serves both B2C and B2B customers. The mobile-first design has enhanced user engagement and improved the overall shopping experience, while custom developments such as the product calculators, sample ordering and shop the look functionality takes their online experience to new heights and stands out amongst a competitive market. House of Hackney is now well-positioned for continued growth, with a platform designed to support their future digital ambitions.
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