Client: The Rayware Group 


Sector: Homeware 

They say that home is where the heart is. Many of our homes contain items of personal and monetary value, but our homes are also important to us because these spaces are where we live our lives. They host occasions, become our private sanctuaries, and are where we feel comfortable. 

But every home needs various elements to keep them ticking over. Since 1975, The Rayware Group has been a leading supplier of homewares to the British market, with a host of famous brands forming the group as a whole. 

Having previously ran their ecommerce website on Magento 1 and with Magento 1 end of life approaching, the business took the decision to migrate to Magento 2. They also required four new B2C websites to be built for various brands within the wider group. 

The Rayware Group asked Williams Commerce to lead this project, and we were happy to oblige. 

Migrating The Rayware Group B2B to Magento 2

Williams Commerce’s team of migration experts oversaw the technical discovery and core Magento build as part of the project. We also handled the hosting requirements with Magento Cloud.

We led front-end, commerce and custom development work, as well as meeting a variety of integration requirements, including integrating bespoke customer systems via CSV Flat File. Additional integrated modules included Clerk.IO, Amasty Layered Navigation, DotMailer and Feefo.

Our team also conducted UX and UI work to ensure the new website meets user requirements across the board.


Williams Commerce’s digital marketing team created a technical SEO checklist to help The Rayware Group ensure no SEO value was lost during the migration.

The group’s previous B2B website required sign in to access, but the new Magento 2 website is open, with users having to sign in only to complete a purchase.

The new Rayware Group website on a laptop screen

Creating four new websites

As well as migrating The Rayware Group’s main B2B site to Magento 2, Williams Commerce also oversaw the creation of four B2C sites for Rayware’s brands.

These included new sites for Kilner glassware, Typhoon homeware, Mason Cash bakeware and Viners cutlery. Read the case study on the B2C sites here.

These sites were all created with the same expert visuals created by the Williams Commerce design team, with small elements including the logo altered for each. This brings about a sense of continuation across The Rayware Group as a whole, while still providing differentiation for the respective brands.

kilner jars

Rayware - Case Study Video


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