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Creating a Personalised Shopping Journey: How Tom&Co Delivered a Scalable Outfit Builder for LeMieux
India Claydon
April 25, 2025
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4m
In the fast-moving world of e-commerce, personalisation is more than just a trend—it’s an expectation. That’s why premium equestrian brand LeMieux partnered with digital agency Tom&Co to create a unique, interactive outfit builder that lets customers style their equestrian gear intuitively and engagingly. Built on Adobe Commerce, this tool has not only transformed the online shopping experience for LeMieux’s customers but also demonstrated how flexible technology and creative thinking can combine to keep a brand ahead of the curve.
Overview
LeMieux, a leading equestrian brand renowned for its vibrant "Colour Story" collections, sought to enhance its online shopping experience by introducing a personalised outfit builder. Partnering with Tom&Co, the goal was to develop an intuitive, scalable tool that would allow customers to visualise and customise outfits for both riders and horses, thereby deepening engagement and boosting conversions and user satisfaction.
Objectives
- Design a user-friendly outfit builder that enables seamless real-time customisation of equestrian apparel and accessories across both platforms.
- Ensure seamless integration across various product lines, including rider wear, horse gear, toy ponies, and dolls.
- Leverage Adobe Commerce's flexibility to support future expansions and maintain a competitive edge.
- Ensure seamless integration across various product lines, including rider wear, horse gear, toy ponies, and dolls.
- Leverage Adobe Commerce's flexibility to support future expansions and maintain a competitive edge.
Results
- Enhanced User Engagement: The interactive nature of the outfit builder led to increased time spent on the site and higher user satisfaction.
- Boosted Conversions: Customers were more confident in their purchases, resulting in a notable uptick in conversion rates.
- Scalable Solution: The modular design allowed for seamless integration of new product lines, demonstrating the tool’s adaptability and long-term viability.
- Boosted Conversions: Customers were more confident in their purchases, resulting in a notable uptick in conversion rates.
- Scalable Solution: The modular design allowed for seamless integration of new product lines, demonstrating the tool’s adaptability and long-term viability.
Technology Stack
Platform: Adobe Commerce
Features: Real-time product visualisation, responsive design, multilingual support, modular architecture
At Tom&Co, we work with ambitious brands looking to push boundaries and create deeper connections with their customers.
For premium equestrian brand LeMieux, that meant finding new ways to bring personalisation to the forefront of their e-commerce experience. Together, we developed an interactive and intuitive outfit builder that allows customers to mix, match, and visualise products in real time, while also keeping accessibility in mind.
The result? A scalable, flexible feature that not only enhances the customer journey but also reflects the quality and attention to detail that LeMieux is known for.
Features: Real-time product visualisation, responsive design, multilingual support, modular architecture
At Tom&Co, we work with ambitious brands looking to push boundaries and create deeper connections with their customers.
For premium equestrian brand LeMieux, that meant finding new ways to bring personalisation to the forefront of their e-commerce experience. Together, we developed an interactive and intuitive outfit builder that allows customers to mix, match, and visualise products in real time, while also keeping accessibility in mind.
The result? A scalable, flexible feature that not only enhances the customer journey but also reflects the quality and attention to detail that LeMieux is known for.
A Collaborative Approach to Design
From the outset, the project involved close collaboration between our design, UX/UI, and development teams, as well as the in-house team at LeMieux. The goal was to reimagine how customers could interact with products online, moving beyond static traditional product images to a more unique and immersive, hands-on personal experience.
We began by mapping out the typical user journey and identifying key decision points: what product combinations do riders most often consider? How important is color matching to them and their horse breeds? What role does visualisation play in purchase confidence? These insights shaped the foundation of the outfit builder.
Using Adobe Commerce, we developed a fully custom front-end experience that integrates seamlessly with LeMieux’s product catalogue. Riders can now style their look from head to hoof, choosing saddle pads, fly hoods, boots, rider wear, and more—all with instant visual feedback.
We began by mapping out the typical user journey and identifying key decision points: what product combinations do riders most often consider? How important is color matching to them and their horse breeds? What role does visualisation play in purchase confidence? These insights shaped the foundation of the outfit builder.
Using Adobe Commerce, we developed a fully custom front-end experience that integrates seamlessly with LeMieux’s product catalogue. Riders can now style their look from head to hoof, choosing saddle pads, fly hoods, boots, rider wear, and more—all with instant visual feedback.
Designing the Ultimate Outfit Builder
The journey began with a simple goal: to create an immersive digital experience where riders could mix and match their gear before purchasing. Tom&Co’s design team started by understanding LeMieux’s customer—style-conscious equestrians who care about how they and their horses look and feel. The UX phase focused on interactivity, simplicity, and a clear visual representation of the products. Once this was finalised, the transition from a low-fidelity prototype to elevated designs was straightforward, ultimately resulting in a product that both LeMieux and Tom&Co were happy with.
From there, Tom&Co’s developers leveraged Adobe Commerce’s powerful framework to build a dynamic visualiser. Customers could choose from a wide range of colours and styles for saddle pads, fly hoods, boots, and rider apparel, all rendered in real-time on the screen. The modular design allowed for seamless customisation of everything from the horse's coat colour to the rider's base layers, creating a cohesive and finished look for both.
From there, Tom&Co’s developers leveraged Adobe Commerce’s powerful framework to build a dynamic visualiser. Customers could choose from a wide range of colours and styles for saddle pads, fly hoods, boots, and rider apparel, all rendered in real-time on the screen. The modular design allowed for seamless customisation of everything from the horse's coat colour to the rider's base layers, creating a cohesive and finished look for both.
Rolling Out Personalisation Across Product Lines
The initial launch focused on the rider. From there, we expanded the functionality to include horse breeds and coat colours, allowing users to customise their gear based on how it would look on their horse. This evolution of the experience helped reinforce the emotional connection between rider and horse, central to the LeMieux brand.
Recognising the broad appeal of LeMieux’s product range, we extended the outfit builder to the toy pony collection. Here, children (and parents) could enjoy the same personalisation journey on a smaller scale. Most recently, the tool has been adapted again—this time for LeMieux’s growing line of dolls, further demonstrating the scalability of the solution.
Each stage of the rollout was supported by our agile delivery model, ensuring consistent UX across all touchpoints and allowing for quick iteration based on customer feedback.
Recognising the broad appeal of LeMieux’s product range, we extended the outfit builder to the toy pony collection. Here, children (and parents) could enjoy the same personalisation journey on a smaller scale. Most recently, the tool has been adapted again—this time for LeMieux’s growing line of dolls, further demonstrating the scalability of the solution.
Each stage of the rollout was supported by our agile delivery model, ensuring consistent UX across all touchpoints and allowing for quick iteration based on customer feedback.
Implementation
Phase 1: Rider and Horse Customisation
The initial rollout focused on enabling customers to personalise outfits for themselves and their horses. Users could select from various colours and styles, viewing their choices on realistic 3d renders. This feature enhanced the shopping experience by allowing customers to see how different combinations would look before making a purchase.
Phase 2: Expansion to Toy Ponies
Recognising the popularity of LeMieux’s toy pony collection, the outfit builder was adapted to allow customisation of these miniature models. Children and collectors could now personalise their toy ponies with matching accessories, mirroring the adult experience playfully and engagingly.
Phase 3: Integration with Dolls
The most recent development extended the outfit builder to LeMieux’s doll collection. This adaptation maintained the tool’s intuitive design while catering to a younger demographic, further broadening the brand’s appeal and reinforcing its commitment to personalisation across all product lines.
The initial rollout focused on enabling customers to personalise outfits for themselves and their horses. Users could select from various colours and styles, viewing their choices on realistic 3d renders. This feature enhanced the shopping experience by allowing customers to see how different combinations would look before making a purchase.
Phase 2: Expansion to Toy Ponies
Recognising the popularity of LeMieux’s toy pony collection, the outfit builder was adapted to allow customisation of these miniature models. Children and collectors could now personalise their toy ponies with matching accessories, mirroring the adult experience playfully and engagingly.
Phase 3: Integration with Dolls
The most recent development extended the outfit builder to LeMieux’s doll collection. This adaptation maintained the tool’s intuitive design while catering to a younger demographic, further broadening the brand’s appeal and reinforcing its commitment to personalisation across all product lines.
Built on Adobe Commerce for Flexibility and Future Growth
Adobe Commerce was key to making this level of flexibility possible. Its modular architecture and powerful API integrations meant we could build a tailored solution without compromising on performance or scalability. As LeMieux continues to innovate, the platform gives them the tools to adapt quickly, adding new features and experiences that keep them ahead of the competition.
By combining strategic insight, thoughtful design and robust technology, we’ve helped LeMieux create a standout digital experience that reflects their commitment to quality and connection—one rider, horse (or pony) at a time.
Through strategic collaboration and a focus on user experience, Tom&Co successfully delivered a dynamic outfit builder that elevated LeMieux’s e-commerce platform. The tool not only met the immediate goal of enhancing personalisation but also provided a scalable solution that could evolve alongside the brand’s expanding product offerings. By leveraging Adobe Commerce’s robust capabilities, LeMieux positioned itself at the forefront of innovation in the equestrian industry, offering customers a unique and engaging shopping experience.
By combining strategic insight, thoughtful design and robust technology, we’ve helped LeMieux create a standout digital experience that reflects their commitment to quality and connection—one rider, horse (or pony) at a time.
Through strategic collaboration and a focus on user experience, Tom&Co successfully delivered a dynamic outfit builder that elevated LeMieux’s e-commerce platform. The tool not only met the immediate goal of enhancing personalisation but also provided a scalable solution that could evolve alongside the brand’s expanding product offerings. By leveraging Adobe Commerce’s robust capabilities, LeMieux positioned itself at the forefront of innovation in the equestrian industry, offering customers a unique and engaging shopping experience.
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