Cordings
Industries
Website
https://cordings.co.uk/A digital partnership built over time
Cordings has helped define British country style through distinctive colour, enduring materials and clothes designed to be worn for years. Its digital experience must preserve that character while serving customers in the UK and around the world.
Skywire began working with Cordings in 2011, designing and developing its original Magento ecommerce site. As the business and platform evolved, Skywire led the replatform to Magento 2 and has continued to shape the experience through strategy, UX/UI, engineering and optimisation.
The relationship covers the day-to-day health of the platform as well as its longer-term direction. Ongoing work spans product discovery, editorial content, search and filtering, customer accounts, checkout, payments, accessibility, security and regular Magento upgrades.
Performance remains part of that continuing programme. Skywire reviews and improves page delivery, customer interactions and the technical foundations behind them, while prioritising the areas that have the greatest effect on customer experience and commercial journeys.
Building customer relationships beyond the purchase
Skywire manages Cordings' Klaviyo strategy, campaigns and automated customer journeys, bringing commercial planning and creative execution together. Seasonal storytelling, product launches and always-on communications keep customers engaged with the brand throughout the year.
Welcome, abandoned-cart, abandoned-browse and win-back flows respond to different stages of the customer relationship. During the first six months of the programme, revenue from these automated flows increased by 40% year on year.
Connecting ecommerce with stores and operations
Behind the storefront, custom integrations connect Magento 2 with Genesis. Scheduled stock and price updates keep ecommerce aligned with the wider retail operation, while store-stock visibility helps customers understand where products are available.
Click and collect connects online orders with Cordings stores, supported by customer communications and operational workflows. Skywire also develops the platform features used to route stock, support fulfilment and carry the right information into order documents.
Global-e supports international browsing, checkout and order journeys across Cordings' markets. Skywire maintains the custom connections around shipping, currencies and regional orders so that international capability remains part of one coherent ecommerce platform.
The Cordings Detail
Technology is only valuable when it serves the character of the brand. The Cordings Detail celebrates the history, materials and design features behind the core collection, translating the knowledge found in the store into a richer digital product experience.
Across navigation, editorial content and product pages, Skywire combines clear information with considered visual design. Customers can understand fit, construction and function without losing the sense of discovery that makes Cordings distinctive.
A faster, cleaner path to purchase
By 2025, Cordings' checkout had not kept pace with the rest of its digital experience. The underlying Magento journey remained functional, but too many fields, unclear progress and friction around sign-in created uncertainty at the point where customers needed the greatest confidence.
Before designing the replacement, Skywire mapped the existing journey step by step and across devices. The work identified where customers were leaving, how the sequence behaved on smaller screens and where the experience felt disconnected from the quality of the Cordings brand.
Skywire redesigned and developed the checkout within the existing Magento 2 platform. The aim was not to replatform again, but to create a clearer, faster and more considered path to purchase while working responsibly within the platform's architecture.
The redesigned journey focused on four connected areas:
- A clearer flow: Fewer distinct stages and improved progress states keep customers moving without unnecessary interruption or backtracking.
- Modern payments: Express and other payment options are presented at the right points for returning, international and mobile customers.
- Cross-device consistency: Address entry, order summaries and actions are designed to remain clear on smaller screens.
- Brand alignment: Typography, spacing and interaction design give the checkout the same measured confidence as the wider Cordings experience.
Following the redesign, mobile conversion increased by 8.9%, while desktop conversion reached 1.2%. The current checkout remains part of Skywire's continuing programme of testing, development and payment optimisation.
What modern ecommerce means for a heritage brand
Modern customer experience and brand integrity are not opposing ideas. A heritage retailer's customers are used to good things working well, and its digital service should demonstrate the same care as its products and stores.
Clear navigation, thoughtful filtering, useful product information and a coherent checkout reinforce premium positioning. They show that the same attention given to tailoring, fabrics and personal service has also been applied online.
That principle has shaped Skywire's relationship with Cordings since 2011. Creative thinking, technology and growth work together to preserve what is distinctive about the brand while allowing its digital business to keep evolving.
