Pineapple Dance Studios was founded by Debbie Moore OBE in 1979 in a disused Pineapple warehouse in Covent Garden. Her aim was to make dance accessible to everyone, where absolute beginners could mix with professional dancers and celebrities. Today Pineapple not only runs its world famous dance lessons in that same Covent Garden studio, but provides rehearsal and audition space for leading West End shows as well as an extensive dance wear range designed to be not just functional but flattering.

Lewis is a leading Magento agency that specialises in the fashion, lifestyle and luxury markets of online retail.


Pineapple approached Lewis to redesign their somewhat dated site. The new site had to function first and foremost as a strong and well thought out e-commerce store for the Pineapple fashion clothing line. However it also had to tell their brand and origins story as well as provide slick and intuitive booking functionality for their classes, courses and studio spaces. In conjunction with this new website, Pineapple were rolling out a new ERP solution on brightpearl which would need to integrate with Magento in real time. Appreciating that this would be a large and complex build, Lewis introduced Wirehive into the conversation so both parties could work collaboratively with Pineapple on the best technical solution.




Pineapple Dance Studio




Public Cloud

Optimised for E-commerce

Project Language



Even though the new site had to perform three distinct functions, Lewis’ strong focus on design meant that the finished site was brought together by crisp and vibrant creative that made it a cohesive whole. The design made extensive use of fashion photography and distinctive typography. This finished site has a high-end editorial style that is deeply rooted in Pineapple’s heritage while being unquestionably modern and forward-looking, thus maintaining its appeal to the next generation of dancers.


The technical delivery behind this creative concept was a little more complex than standard Magento builds. The real time integration with the new ERP system meant that the new site was a lot heavier than the previous one. Wirehive worked closely with Lewis’s team of devs to find a solution before the site went live that wasn’t reliant on just throwing more resource at the problem. Lewis discovered the APIs between brightpearl and Magento were not maintained so set about building their own to improve checkout performance. In parallel the Wirehive team utilised their extensive Magento hosting experience and their existing public cloud infrastructure to build a bespoke platform that was lean yet robust.

The new Pineapple site went live in late summer 2014. Not only does it have a much more polished look and feel courtesy of Lewis’s creative team but significantly enhanced ecommerce functionality. Pineapple still work with Lewis as their ecommerce agency and Wirehive support the digital team at Pineapple with the ongoing maintenance and performance of the site via their managed SLA and back up service.

“Wirehive is our go-to hosting partner of choice for all Magento builds but when we understood all the additional functionality requirements that were involved in the Pineapple project we knew they would be in their element. Wirehive worked closely with our developers to find a technical solution to the potential performance issues while remaining commercially competitive keeping all parties happy”.

Paul Lewis Founder, Lewis


VMWare vCloud Platform

Dell PowerEdge host servers

Storage powered by Nexenta

Juniper router and switch infrastructure

Support Provided

Consultation & Planning

Priority Support

Managed Back ups


Thanks to Wirehive and Lewis’s collaborative approach and respective technical expertise Pineapple are able to run a feature-rich digital commerce platform without having to increase their investment in hosting infrastructure.

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