House of Hackney sells luxury interior products, including bespoke fabric, wallpaper and soft furnishings, through its website and Shoreditch store. Women aged 28 to 35 are responsible for a large proportion of its revenue, with females aged 35 to 50 the highest-converting online demographic.
Their Magento website is critical to the brand, as a shop window for the physical store, brochure for trade and wholesale customers, and for the e-commerce function. Some 40% of international sales also come through the site.
Since the brand launched in 2012, it has enjoyed growth in online sales of between 40% and 60% year on year. Targets for the next financial year are even more ambitious. E-commerce manager Rachel Morris says:
“One of the main reasons we wanted a hosting company was to safeguard future growth. We have around 50,000 monthly visitors online and this will grow, so it’s vital to have a hosting environment that can support growth, and give us 100% uptime and a fast website.”
With no in-house technical team House of Hackney needed a hosting partner to help them achieve their ambitious plans.
As a design-led brand, channeling the ethos of William Morris for the modern age, House of Hackney’s site is content rich with a strong editorial style. Extensive use of large images across the catalogue to showcase their products and an ever expanding collection mean site speed and reliability were leading concerns. Built on Magento, the industry leading open-source e-commerce platform, some fine tuning of the site was needed. As Magento experts, Wirehive were perfectly placed to design and implement a virtual dedicated platform on their public cloud that addressed these challenges. The solution was optimised for Magento with the ability to scale appropriately at peak sale periods.
Wirehive acts as an extension of House of Hackney’s e-commerce team, taking care of all of their hosting operations 24×7 with their Priorty Support SLA. This covers everything from dealing with all infrastructure monitoring and alerts to planning uplifts in resource for key campaigns and anticipated spikes in traffic. Black Friday and Christmas are key sales periods.
“We ramp up our server hardware around these times. We don’t have an in-house function to oversee this so having Wirehive as a supplier is essential.”
Thus far, House of Hackney has been impressed with the smooth and speedy service provided by Wirehive.
“The response to issues is quick. Sometimes, problems are solved before we were aware of them, for example if they happen overnight. If something goes wrong the team jumps on it quickly, including if it’s out of hours.”
House of Hackney have been working with Wirehive for the past 18 months. During that time they have expanded their solution to include a staging environment to help them keep up with the pace of change as their business and brand have flourished to become a modern British icon.
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