Fully responsive
Magento e-commerce website


British fashion icon John Smedley needed a site that better reflected their ethos and was fit for the modern consumer.

John Smedley has been producing handcrafted knitwear from the same mill in rural Derbyshire for over 200 years. Their factory at Lea Mills is said to be the oldest operational mill in the world, making John Smedley and the luxury clothing they produce a fundamental part of British fashion heritage.

Un.titled were commissioned to redesign and build their Magento e-commerce website to be fully responsive and to simplify user journeys and the purchasing experience.


  • Strategy & UX
  • Design
  • Development


  • Magento
  • Prima Management Information System Integration

Strategy & UX

Embodying John Smedley’s heritage and brand aesthetic was core to the rebuild; the new site had to look and feel like John Smedley.

We analysed and re-architected core user journeys. The product catalogue was redesigned and features such as ‘quick buy’ were introduced to provide easy access to product information and buying options.

John Smedley homepage

The checkout experience, typically a pain point for consumers, was simplified and a one-page checkout process implemented.

With mobile devices top of the agenda we knew that not only should the layout behave responsively but the site should adapt to the mobile context; content more relevant to mobile users is surfaced, while less relevant content is still available but given a lower priority.


John Smedley have an enviable reputation for quality and craftsmanship and their customers are understandably discerning.

Soft greys, clean lines and white backgrounds keep the focus on the products and allows their quality to perceived.

The interface is crisp and clear. Design patterns were tested and established for text and user interface elements and controls to aid understanding and usability.

An editorial section allows John Smedley to capitalise on their unique heritage thanks to flexible editorial templates that offer a variety of content and layout options.


John Smedley is built on the Magento e-commerce platform.

Using the Magento Community edition, the platform has been extensively customised to work with John Smedley’s Prima warehouse management system.

Core Magento user journeys have been heavily modified in order to reduce abandoned purchases and improve conversions.