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Ten storefronts. One backend. That is the short version of the LeMieux build, and it is the reason the brand can open a new market without starting a new project.
LeMieux was founded by Lisa and Robert LeMieux — Robert a former Olympic and World Championship event rider — on the idea that equestrian equipment could be high-quality, innovative and affordable at the same time. Today it is a leading name in the industry, known for its "Colour Story" and a range covering riders and horses across every discipline.
As a London agency, we were glad of the excuse to immerse ourselves in the equestrian world. One thing became clear early on: LeMieux customers have a deep passion for their horses and seek only the best.
Why the site needed rebuilding
LeMieux grew fast, particularly through the pandemic, and the site needed to meet increased demand both in the UK and internationally.
The answer was a headless architecture: Adobe Commerce (Magento)'s functionality behind an app-like front end, PWA-enabled and mobile-first, with advanced filtering so customers reach the right product in a few clicks.
That setup let us launch five B2C and five trade websites simultaneously, all run from one backend. LeMieux's content team can adjust text, currency and imagery per site to give each market its own character, without any of them paying a performance penalty.
The result keeps LeMieux's signature imagery front and centre. Navigation lets people shop by colour collection or by discipline — dressage, showjumping, eventing. And the site does more than sell: sponsored riders are featured across disciplines, blog posts highlight and inspire young riders, and LeMieux's growing user-generated content has a home on the site.
Personalisation, the matchy-matchy way
LeMieux pioneered the "matchy-matchy" trend, where riders and horses coordinate outfits in vibrant colour collections. Headless gave us the room to build for it properly.
The Colour Collection browsing tool is a visualiser: explore different shades in a single view, toggling through options until something clicks. A second tool helps riders work out which colour best complements their horse's coat — the question LeMieux's customer service team fielded more than any other. It personalises the shopping experience, and it takes the brand's whole point about the bond between horse and rider seriously.
For search we integrated Klevu, with the headless presentation layer taking Klevu's data and presenting it well across every shopping category.
What it did
Retail, in the seven months after relaunch:
Average order value up 18.3%
Revenue up 61% year on year
Trade, over three months against the previous period:
Conversion rate up 37%
Engagement up 30%
Revenue up 52%
The trade quick-buy tool deserves its own line. Trade customers upload a CSV order form and the site calculates stock availability instantly and handles backorders. Some users went from 2.5 hours of ordering to 10 minutes.
The US site:
Conversion rate up 12%
New customer acquisition up 120%
Revenue up 184%
AOV up 9.8%
Black Friday
November was a record-breaking month. Early Access features and countdown timers gave loyal customers priority on the deals, which helped both sales and warehouse efficiency. Black Friday promotions drove 89% year-on-year growth, and across the period:
Revenue up 120% on the previous year
Site performance held up despite the increased traffic
AOV up 20%
Where it leaves LeMieux
The rebuilt site shows what happens when the technology, the design and the customer's actual behaviour pull in the same direction. Headless has given LeMieux a platform that scales with them rather than one they will outgrow, and we are proud to have built it with them.
We are a London-based eCommerce agency specialising in Adobe Commerce. Want to know how we could help you? Call us on 0207 351 3521, or fill in our contact form and someone from our team will get in touch.
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