Client Wins

Limely Welcomes Sewing Machines Direct!


We can’t wait to welcome back yet another great brand to Limely!

Yep, that’s right! We’re welcoming back another client and we can’t wait to get stuck into this exciting project for an established brand. Join us in giving a warm welcome to Sewing Machines Direct (SMD) who began as a family-run business specialising in all things sewing machines, since 1960! Back in 2015, we designed and developed a streamlined ecommerce website on Magento 1. Now the time has come for the brand to upgrade and migrate to Magento 2 with Hyvä, who’s better positioned than Limely to take SMD to the next level?!

Who are Sewing Machines Direct?

SMD have been a leading retailer of sewing machines since the 1960s! Priding themselves on transparent pricing, friendly customer service and of course, high-quality products, SMD have gone from strength to strength in their 60+ years of doing business. Russell Forrester became part of the family-run company back in 1988 and saw the brand evolve from a Singer-exclusive high-street retailer to a multi-brand retailer which was rebranded Sewing Machine Exchange. When the brand grew and expanded into online retailing, the company was then rebranded to Sewing Machines Direct, as it is still known.

Fast forward to today and the brand has expanding its infrastructure to enhance efficiency in order processing and improve customer experiences and invested in marketing expertise to drive growth and build resilience for this family-run brand. Through strategic team additions, SMD has further optimised its operations, fostering a culture of expertise and personalised service, culminating in the latest decision to launch a brand new website to enrich customer support and engagement.

What will Limely do?

Team Limely will be designing a shiny new Magento 2 ecommerce website to take the brand to the next level using the innovative Hyvä Theme. Our designers and developers will work closely to design a sophisticated, engaging and eye-catching ecommerce site, meticulously crafted to enhance the user experience and prioritise intuitive navigation. Ecommerce features such as integrated Trust Pilot reviews, bespoke trust signals and advanced UX design will drive conversions and boost sales for SMD and drive tangible growth for the brand.

UX design will be a key focus of this project, especially in terms of simplifying product pages to reduce confusion, increase the likelihood of conversion and improve their overall appearance. Responsive web design will also be employed to maximise conversion opportunities from mobile devices and ensure that every user experiences a seamless shopping experience, no matter what device they’re visiting from. We can’t wait to help our old friends from SMD transition to a show-stopping new Magento 2 site!

Need a helping hand developing your ecommerce website? Don’t hesitate to get in touch!


Director / Developer

When Graham isn’t coding beautiful websites, you’ll find him playing guitar in his indie rock band or travelling the country in his campervan ⛰️

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