Frugi
A new e-commerce website built in time for Black Friday
Frugi, which is Latin for 'fruits of the earth', was established in 2004. Their mission is to be a great childrenswear brand that also upholds strong ethical and environmental values. 🌍
Based in Cornwall, Frugi are dedicated to reducing impact on the environment and using organic cotton. They've won two Queens awards for enterprise and supply baby, toddler, children and grown ups with stylish and practical clothing. Frugi clothes are instantly recognisable by their bright and vibrant colours, playful characters and clever design.
In November 2022, Refined Brands Group, the parent company of fellow Cornwall-based ethical brand Celtic & Co, acquired Frugi. Refined Brands eCommerce platform of choice is our SelectCommerce platform, so they wanted to rebuild the Frugi site on SelectCommerce.
However, there was a slight complication.
Black Friday 2022 was coming, so our timescale to migrate and rebuild the entire site was less than four weeks.
This meant onboarding content and assets to the CMS (content management system) that the site is built on, creating the website front end, basket and checkout in the Frugi brand design, along with integrating existing business solutions for fulfilment and warehouse management customised for the Refined Brands technology stack in less than a month.
Challenge accepted.
We built a fashion e-commerce site from scratch in four weeks
Having the new site up and trading within four weeks of the official acquisition date was critical to the aims of Refined Brands.
The first thing we did was to establish a dedicated team to focus on this build. Frugi were clear on the MVP (minimal viable product) for launch - a quality digital retail experience for their customers, with any identified further improvements being made post-launch.
Along with supporting our platform for one of the busiest online retail weeks of the year, dealing with thousands of transactions a minute and client marketing campaigns driving huge amounts of traffic, we were able to build the new site, complete the integrations and make the site live ahead of schedule.
What did we achieve for our client?
- Built and launched the site within 4 weeks.
- Readied 400 products and 5200 SKUs across their categories from launch.
- Integrated search.
- Integrated PayPal Pro from launch.
Client results
Within weeks, the site's conversion rate exceeded pre-acquisition performance.
"Following the acquisition of Frugi in October 2022, we needed to rebuild the e-commerce offering as quickly as possible, integrate group payment and fulfilment systems. Webselect worked with us side-by-side to deliver a site we are proud of in an incredibly ambitious timescale."
"From the offset, Webselect have been fantastic. They are a very friendly, helpful and responsive team who are always there whenever we need them, they go above and beyond and know what it means to work together to achieve the mission. We use their bespoke platform as it works, it's solid, it's flexible and fits with how we want to work"