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The Rayware Group Case Study

The Rayware Group is a leading supplier of homeware in the UK. The company has been providing customers with beautiful items for the home since 1975, with a number of different brands forming The Rayware Group as it exists today.

"Simplify the processes and platforms currently used to maintain and manage our website infrastructure across the full suite of Group websites."

Digital Transformation

Revnue up by 138%

101% increase in conversion rate

Williams Commerce recently worked with The Rayware Group to lead a project in which the business migrated to Magento 2. This project saw our team of migration experts lead technical discovery and core Magento build, as well as handle the hosting requirements with Magento Cloud.

An additional part of our work saw the Williams Commerce team deliver four B2C websites for Rayware’s brands. These were Viners, a provider of exquisite cutlery; Kilner, a maker of boutique jars and other kitchen products; Typhoon, a brand of fashionable kitchen products; and Mason & Cash, a maker of luxury mixing bowls and other kitchenware.

Rayware Group B2C Case Study

Upgrading the offering for customers

Of the 4 B2C sites that The Rayware Group operated, only one – Viners –was a trading site. Mason & Cash, Kilner and Typhoon were not trading websites and therefore bringing in no direct revenue.

The Rayware Group also wanted to revamp each of their sites and introduce new design into play. Our Design and UX team set about creating a standard layout that could be applied across all sites, but with unique design facets in order to tailor each site’s design to the different brands.

We also enabled different content to be viewed based on whether or not a viewer was logged in to the site or not. This would help to ensure that business and non-business customers could access the information that was most valuable to them.


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Sublime integration to enhance operations

In order to allow customers to shop directly from all four B2C sites, Williams Commerce set about building a Magento site with a shared backend, but four different front ends that reflect the respective brands.

This was a challenging prospect from an integration perspective, with the previous versions of the sites running on either Magento 1 or Magento 2 Open Source.

Williams Commerce worked to consolidate all four brand sites into one Magento Commerce site, helping The Rayware Group achieve one of their major project goals.

This has given The Rayware Group’s team the ability to control five websites – Viners, Mason & Cash, Kilner, Typhoon, and their own Rayware B2B site – from a single content management system.

Information for both B2B and B2C customers

Each of the sites contains information that is directed at B2C customers, but also useful information for any retailer or buyer looking to stock up on products from Viners, Mason & Cash, Kilner and Typhoon.  

This includes documentation for B2B customers to support with their merchandising goals, and treat the respective websites as one-stop shops for buyers. 

Information tailored to B2C customers includes fantastic recipes contained within a branded recipes module. Available on many of the sites, this provides usable recipes and then allows the customer to explore the rest of the site and buy products if they so wish. 

Rayware Group Case Study

Moving forwards with The Rayware Group

The 5 sites went live in February 2021, with The Rayware Group settling into the new sites since then and working to make the most of the enhanced capabilities they now have at their fingertips.

The Rayware Group also has a roadmap which is currently being scoped out with our development team. This is likely to involve the addition of more stores for additional brands within The Rayware Group, thanks to the success of having the four stores of their main brands available via a single portal.


June 2022




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