LeMieux, one of the fastest growing equestrian brands of all time.
An Equestrian brand with almost 300 stockists in the UK.
LeMieux was born when Lisa LeMieux and husband Robert LeMieux, a former event rider competing at Olympic and World Championship level, spotted the need for quality equestrian equipment that was both well thought out, innovative and above all, affordable. Today the popular brand is synonymous with high quality and the extensive range is celebrated for its vibrant “Colour Story.” In 2022 we launched their first ever headless website and we haven’t looked back since!
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What about the website’s UX makes it a front runner?
As a central London-based agency, the Tom&Co team were ‘chomping at the bit,’ to dive into this project and get into the mindset of the equestrian customer. If we learnt anything, it is that they truly love their horses and only the best would do. The new website boasts inspirational imagery and simplistic navigation so customers can shop by colour collections, or even discipline such as dressage, showjumping or eventing. The shop by Colour Collection tool enables the customer through visualiser technology to toggle between the rainbow of colours to find the perfect match for rider and horse alike. There is even a feature to help the customer find the best colour match for their breed of horse, so you’re sure to have the best-dressed pony in the paddock!
61%
total revenue increase
41%
Average items per order increased
197%
Revenue from US customers increased
Our headless approach allows our clients to rapidly expand international reach
The headless setup allowed LeMieux to simultaneously launch 5 B2C websites and 5 trade websites covering markets across the UK, Europe, the US, Canada and Australia, all using one unified backend. Crickey! LeMieux’s Ecommerce Manager, Jodie Bratchell, comments, ‘Being able to have multi-sites which we can personalise all through one back-end system meant a headless platform was ideal for us to be able to grow rapidly.’ Their US site alone has seen a 197% year over year revenue increase since relaunch!
website special?
Best in class integrations
With the flexibility offered by Adobe Commerce, we are able to integrate with just about any third party integration. We delivered a best-in-class integration with the ERP system, Microsoft Dynamics 365 Business Central. The integration allows a 360 view of stock levels which is essential for LeMieux as a multichannel retailer with nearly 300 stockists, experiencing rapid international growth. Akeneo has also been integrated in order to ensure all product information is collected and managed in a single place and distributed to sales and E-commerce channels seamlessly.
Crafting B2B experiences that create brand loyalty
On the new website, we have added functionality that allows trade customers to upload a CSV order form to cut the time it takes to place an order. The site’s backend technology is then able to quickly display any items that are out of stock, and offer the option for these to be back-ordered. This has been vital in stock forecasting and ensuring no loss of sales. The ability to launch 5 trade websites simultaneously has boosted trade revenue by 52%.
LeMieux Testimonial
There is no better way of describing working with Tom&Co than “Team”. As an ambitious and fast-growing brand, we were looking for an agency that aligned with our values and appreciated our immense aspirations and we have certainly got that. As a small team, the support that Tom&Co have provided has been invaluable and their professional, efficient, and approachable way of working has been a key part of our success as a partnership.
LeMieux, Jodie Bratchell, Ecommerce Manager
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