Smeg

Premium home appliances brand Smeg sought UNRVLD’s assistance to deliver industry-leading experiences to the customers most likely to convert: those that choose to buy direct from the brand, whether online or offline. It wanted an ecommerce store that matched its high-impact brand aesthetic, and inspired customers to buy online or visit one of its showrooms to complete a purchase.

The UK division of the brand also wanted to simplify its commerce technology stack for DTC and B2B, and achieve a single view of its direct customers. Key requirements for the new selling infrastructure included being able to link online and offline activity for loyal customers, and deliver omnichannel user journeys and finance options.

UNRVLD devised a phased plan to grow online revenues by migrating Smeg UK’s webstore to Shopify, adopting Shopify POS in showrooms and Shopify B2B to transact online with its retail partners. We worked with Smeg’s UK teams, plus stakeholders at its Italian headquarters, to ensure alignment and minimise time to value.

We had built Smeg’s previous DTC webstore, and supported the decision to replatform based on its omnichannel requirements. UNRVLD designed and built the site in five months, leveraging Shopify’s toolkits to accelerate the process. We partnered with Smeg’s team on the build, with the client handling integration to other systems so they can fully manage the platform.

Together, we then rolled-out the retail point-of-sale solution in Smeg’s UK showrooms and developed other webstores for the brand, including a B2B ecommerce experience with pricing and stock personalised to each retail partner.

• TCO

  Reduced across Smeg's tech stack

• B2B

  Webstore launched on Shopify in 2026

Smeg UK has a webstore fit for its loyal customer audience. Year-on-year trading metrics were immediately improved upon the new site launching in June 2025, and Smeg reports its online sales were up by circa 100% in the second half of 2025 compared to the first half.

Total cost of ownership for Smeg UK’s direct retail tech stack has been reduced by migrating multiple systems to Shopify, and the brand can easily manage major product launches through the site.

The POS solution allows Smeg to provide the same ease of purchase in its showrooms, and other brand activations, and have a single repository for online and offline customer data. In particular, the Smeg UK team have effortlessly set up and used the Shopify POS solution at exhibitions and trade shows.

More recently we have launched Smeg’s online staff store on Shopify, providing its teams with the same smooth shopping experience customers receive.

The brand has also begun to use the tablet-based POS system at pop-up sites and trade events, making it effortless to capture customer and sales data wherever it has a WiFi connection.

We continue to work with Smeg UK on enhancements to the digital experience across all its Shopify websites.