John Smedley unveils revamped website and receives second Royal Warrant

British heritage brand John Smedley has unveiled its newly redesigned website, “reflecting the growth of the brand’s direct-to-consumer business and its journey of digital transformation”.

It comes in the same week that John Smedley has been granted a second Royal Warrant for exceptional knitwear and commitment to craftsmanship, quality and sustainability, the first awarded by Queen Camilla.

The website has been redesigned in collaboration with London-based digital commerce agency Limesharp and ecommerce platform Centra, which is purpose-built for fashion and lifestyle brands that want to scale globally.

The initiative has been led by Managing Director of John Smedley, Jess McGuire-Dudley, who said: “Launching our new website marks a pivotal moment for John Smedley. As a brand with more than two centuries of heritage, we have always believed that true craftsmanship should evolve with the times.

“Investing in a modern digital platform with Centra, alongside the elevated design and brand expression developed with the Limesharp agency, allows us to present the very best of John Smedley to a global audience in a way that reflects both our legacy and our future.”

Following a visit to John Smedley’s Derbyshire mill, Limesharp developed an approach to deliver a modern, consistent and contemporary website that captured the essence of what they experienced at the factory.

From the precision of the knitting machines to the finishing process that still uses local spring water, it became clear that the digital experience needed to reflect the same sense of care and authenticity.

Limesharp also conducted extensive customer research at John Smedley stores, focus groups and international audits. A key finding from the store visits was the customer experience of shopping from the seasonal fabric shade cards. This is now replicated on the homepage and as a key filter, ensuring a seamless experience for the customer.

Other key features of the new website include a consistent and interactive experience across desktop and mobile, simplified navigation for faster access to key information, particularly fit, colour and fibre, along with updated typography and visuals, including imagery and language, “balancing heritage with modernity”.

Understanding product fit is fundamental to knitwear. To support this, fit explainers have been introduced throughout the experience to help customers quickly understand the differences between the brand’s three signature silhouettes.

There is also a greater emphasis on model photography to help customers better visualise how garments fit, with increased image counts for each product page.

McGuire-Dudley added: “This project represents a significant investment for the business and one of my first major initiatives as Managing Director since taking on the role last year. It was important that we struck the right balance between embracing cutting-edge technology and preserving the authenticity, quality and understated luxury that define our brand.

“The new site gives us the flexibility and performance we need to grow digitally, while ensuring that the story, craft and heritage behind every John Smedley garment remain at the forefront of the customer experience.”