White Stuff, a Premier UK Fashion Brand, Elevates Customer Experience through Innovative Composable Website Powered by BigCommerce

BigCommerce (Nasdaq: BIGC), a leading Open SaaS ecommerce platform catering to both fast-growing and established B2C and B2B brands, has proudly unveiled the integration of White Stuff, a prominent British fashion and lifestyle brand, onto the BigCommerce platform. Steve Borg, the Technology and Transformation Director of White Stuff, expressed enthusiasm about the transition, stating, “We now have more flexibility to do everything we want in the short-term, and we are ready to adapt to whatever the future holds.”

Originating in 1985 and boasting over 110 physical stores, White Stuff, like numerous other established brands and retailers, underwent a transformative shift in focus towards its digital presence due to the challenges posed by the Covid-19 pandemic. While the brand had initially prioritized brick-and-mortar stores, the pandemic highlighted the necessity to invest in ecommerce operations and enhance agility to align with evolving customer expectations and shopping habits.

Steve Borg acknowledged the limitations of their previous SaaS-based online store, citing performance and site speed issues that struggled to keep pace with customer demand. He emphasized the challenges faced in making changes and scaling during peak periods. Recognizing the importance of delivering an exceptional buying experience, White Stuff made the strategic move to BigCommerce.

The positive impact was swiftly apparent, with White Stuff experiencing an 80% increase in overall site speed and a remarkable 100% boost in mobile site speed following the transition to BigCommerce.

Operating with a compact team managing ecommerce operations, White Stuff sought an ecommerce platform that could support an agile, flexible, and fast tech stack capable of adapting to future needs. The selection of a tech stack to ensure a superior customer experience became a top priority for the brand.

Partnering with Apply Digital for implementation on BigCommerce, White Stuff opted for Vue Storefront for digital storefront, Amplience for content management, Akeneo for product information management, and Constructor for search and product discovery.

Steve Borg emphasized the importance of strong partnerships, stating, “Running a proof of concept with BigCommerce’s open platform as the foundation combined with these best-of-breed integration partners gave us the confidence that these solutions would work really well together, would give us the headless solution we were looking for to keep things lightweight, and would give us the ability to innovate quickly to deliver an incredible customer experience.”

Mark Adams, Senior Vice President and General Manager of EMEA at BigCommerce, highlighted the successful integration, stating, “White Stuff now boasts a highly composable tech stack that capitalizes on MACH Alliance principles and gives them the ability to integrate platform and platform data and then use that data to quickly pivot and adapt.”

The collaboration with partners such as Amplience, Akeneo, and Constructor contributed to the creation of a highly effective and tailored tech stack for White Stuff. The result is a seamless customer experience that aligns with the brand’s commitment to quality and design.

White Stuff now joins the ranks of fashion and apparel merchants on the BigCommerce platform, standing alongside other notable brands such as La Perla, Badgley Mischka, and Birdsnest.

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