Gold Line

Pedlars, the purveyors of wonderful homeware, has re-platformed its online shop onto Magento and used Williams Commerce to build their solution to ensure best practice ecommerce standards. Pedlars wanted to maintain the fun and brand identity, while bringing their user experience bang up to date.

Pedlars chose Magento Enterprise in order to maximize the site functionality it could offer to customers, to standardise their back end technology and to empower their staff to be able to market and merchandise effectively. Pedlars chose Williams Commerce because of their expertise in building custom Magento functionality, and in particular order management integrations.

The new website build included:

• Full integration to Khaos Control for order and inventory management utilizing Williams Commerce’s ‘Inter!Actions’ platform
• Improved navigation and product browsing including multi-select filtered navigation and an icon system
• Social media integration with Twitter, Facebook & Pinterest – including Facebook login
• Improved onsite SEO management


The new website has improved conversion rates by over 40% and  was selected as one of Retail Week’s top 50 sites of 2012 – for brands  that resonate with the leading experts in ecommerce.
Justin Biddle, Commercial Director at Williams Commerce said, “We are so pleased to provide Pedlars with a site that is both beautiful and functional, and which allows the Pedlars team to develop their already magnificent brand.”
Charlie Gladstone, Founder of Pedlars, said “This has been a major project for us. We’re a small business and inexperienced in this area but this wasn’t an issue because Williams Commerce guided us every step of the way, understanding our vision and helping us to execute it. Early results speak for themselves and so far it is performing well.”

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