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Creating a new D2C retail channel for an iconic luxury goods brand
Smeg UK
Design, eCommerce, Optimizely Build

UNRVLD are working with SmegUK to develop a new D2C digital retail channel powered by Optimizely commerce. The global luxury goods brand is investing in a fully owned digital experience, in-line with the business ambition to grow direct consumer revenue in the coming years.

58% increase in direct eCommerce revenue YOY

Grow D2C revenue by establishing an eCommerce value proposition which leverages the unique Smeg brand equity, allowing customers to engage and purchase directly.


With time-to-market pressing, we developed and deployed the MVP eCommerce site in just three months. The fully integrated solution has exceeded sales expectations, increased brand awareness and is forecasted to double in YOY annual revenue.


Increase in revenue YOY


Increase in transactions YOY


Increase in new users YOY

A technical foundation, built to last

Built on Optimizely Commerce, the technological architecture of Smeg’s new site lives up to the high technical standards of their appliances. The well-integrated solution connects Smeg’s PIM and ERP systems through a middleware layer. With less touchpoints, this automated system provides customers with an intuitive buying experience.

Stylish experience fit for luxury-seeking customers

In 2023 we’re working to embed the Smeg brand’s unique style within the site’s UX. A bold yet intricate design will be threaded throughout, enhanced by intuitive user journeys to create a quality shopping experience that matches Smeg’s unique product portfolio.

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eCommerce Store Design & Build
SEO Stratgey
Managed Service


Optimizely Commerce
Optimizely CMS
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