Global Expansion Simplified: LeMieux's Multi-Site Strategy with Headless Commerce

India Claydon

March 12, 2025

The LeMieux brand was founded by Lisa and Robert LeMieux, a former Olympic and World Championship event rider, who recognized the need for high-quality, innovative, and affordable equestrian equipment. Today, LeMieux is a leading name in the equestrian industry, celebrated for its "Colour Story" and diverse product range catering to riders and horses across all disciplines. As a London-based agency, the Tom&Co team was eager to take on this project and immerse themselves in the equestrian world. One thing became clear early on—LeMieux customers have a deep passion for their horses and seek only the best. Together, our teams have blended our expertise to create an industry-leading equestrian website. The headless setup seamlessly manages five retail and five trade websites through a single backend, supporting LeMieux’s rapid expansion and positioning them for future growth. We’ve thoroughly enjoyed bringing LeMieux’s vision to life through this collaboration.

Website Overview

LeMieux has experienced significant growth in recent years, particularly during the pandemic, prompting the need for an upgraded website that could meet increased demand both in the UK and internationally. A key feature of the new site is its headless architecture, ensuring speed, flexibility, and efficiency. By combining Magento’s powerful functionality with an app-like front end, we delivered PWA-enabled websites with a mobile-first approach, making on-the-go shopping seamless. Advanced filtering helps customers quickly find what they need with just a few clicks. This headless setup enabled us to launch five B2C and five trade websites simultaneously, all managed from one backend. LeMieux’s content team can now effortlessly adjust text, currency, and imagery to create unique site experiences without sacrificing performance. The result is a visually engaging and highly functional website that retains LeMieux’s signature inspirational imagery. Navigation has been designed for ease, allowing users to shop by colour collections or discipline—whether dressage, showjumping, or eventing. Beyond eCommerce, the website fosters community engagement. Sponsored riders are featured across various disciplines, blog posts highlight and inspire young riders, and LeMieux’s growing user-generated content is showcased through the #lovelemieux hashtag.

Implementation, Innovation, and Personalisation

The headless setup provided LeMieux with exceptional flexibility, enabling seamless development, innovation, and personalisation. A major focus was the customer journey, recognising that every rider and horse pair is unique. To reflect this, we enhanced personalisation throughout the site. LeMieux pioneered the “matchy-matchy” trend, where riders and horses coordinate outfits in vibrant colour collections. To enhance this experience, we designed a Colour Collection browsing tool. This visualiser technology allows users to explore different shades in a single view, toggling through options to find the perfect match. An additional tool helps riders determine which colour best complements their horse’s coat—a popular inquiry among LeMieux’s customer service team. This feature not only personalises the shopping experience but also underscores LeMieux’s dedication to strengthening the bond between horse and rider. For advanced search capabilities, we integrated Klevu. The headless presentation layer takes Klevu’s data and presents it in a visually engaging format across all shopping categories, making product discovery more intuitive.

Results & Performance Metrics

The impact of the new website has been substantial: Retail Growth:

In the seven months following the relaunch, the retail site’s average order value (AOV) increased by 18.3%, with revenue surging 61% year over year.

Trade Success: Over the past three months, compared to the previous period, conversion rates increased by 37%, engagement rose by 30%, and revenue climbed 52%.

Trade Customer Efficiency: The new quick-buy tool allows trade customers to upload a CSV order form, instantly calculating stock availability and facilitating backorders. Some users reported reducing their order time from 2.5 hours to just 10 minutes.

US Market Expansion: The US website has seen a 12% increase in conversion rates, a 120% growth in new customer acquisition, and an overall revenue boost of 184%, with AOV rising 9.8%.

Black Friday Success

November marked a record-breaking month for LeMieux, with Black Friday promotions driving 89% year-over-year growth.

New Early Access features and countdown timers gave loyal customers priority access to deals, boosting both sales and warehouse efficiency. Overall, the Black Friday period saw:

120% revenue growth compared to the previous year
Seamless site performance despite increased traffic
20% increase in AOV, proving the value of the enhanced shopping experience

Conclusion

The revamped LeMieux website exemplifies how cutting-edge technology, innovative design, and a customer-centric approach can drive significant business growth. The headless setup has ensured a seamless, engaging, and scalable eCommerce experience that continues to support LeMieux’s expansion in the equestrian market. We are proud to have partnered with LeMieux on this project and look forward to seeing their continued success in the years ahead.

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