Revealed
February 10, 2025
Osprey London, has launched a brand new digital flagship, which comes as a part of a wider model relaunch in assist of its deliberate worldwide enlargement into the US and Asia this 12 months.
Osprey London
The premium leathergoods model, which stays an impartial, founding-family-owned label, has re-platformed from Magento to Centra and created a brand new “immersive and design-led” webstore.
The 45-year-old model stated its legacy e-commerce website “was ageing and offered limited, static functionality coupled with lengthy development timelines”.
The transactional nature of the positioning had come beneath additional scrutiny as the corporate undertook a model relaunch designed to deliver its premium model positioning to life on-line – “laying the foundation for a recalibration towards a full price proposition and to support its planned international expansion”.
Progress exterior the UK is a key objective for the enterprise and one of many motivations behind Osprey London’s choice emigrate its internet platform was to “successfully achieve the milestone of launching into the US — a goal that is now very much a reality and remains a top priority for 2025”. We’re instructed that “with the Centra platform in place, the brand can now serve international markets from a single site and centralised system, enabling efficient localisation of language, currency, content, and even model imagery, campaign shots, and videos tailored to specific regions”.
The corporate may also launch digital wholesale to drive progress in each the US and Asia by Centra’s devoted B2B showroom, a modernised platform that transforms the wholesale shopping for course of with options like particular person pricing, world tax calculations, and streamlined transport administration, “offering a consumer-like shopping experience for wholesale partners”.
As for the main points of why it selected this specific associate, head of selling Lana Rush stated Osprey initially thought-about re-platforming the model to Shopify. But it surely went with Centra ultimately as “being able to customise our content at every stage – whether it’s the checkout, the home page, create new campaigns, right down to the Product Detail Page (PDP) – everything was so flexible, and we realised [it] was by far the best option for us”.
It was vital to keep away from settling for a templated mannequin or echoing what different manufacturers have achieved, she added. “We are an independent, family-run business, and if our founders were going to invest in redesigning the website, it had to be 100% our own space — our brand world. After thoroughly analysing all our customer journeys and the various ways people shop, we realised that Centra would allow us to create something completely tailored to the Osprey London customer,” she defined.
It labored with e-commerce design company Grebban to outline the course and oversee implementation of the brand new digital flagship. The corporate stated that “following an intensive discovery process designed to interrogate and align the business, brand and its future vision, Grebban created a new design concept and brand toolbox to celebrate Osprey London’s timeless and refined, but also playful and eccentric, personality using new typography, imagery style and colour palette”.
It stated the brand new on-line purchasing expertise “intuitively guides customers, improving conversion rates and minimising friction in the purchasing process. Additionally, the product experience bridges the gap between digital and physical through product detail pages (PDPs) that highlight key features and details, while interactive product modules encourage exploration and deliver a tactile, engaging experience”.
And an unique purchasing idea, that includes a ‘shuffle mode’—a gamified function that enables prospects to discover and work together with merchandise in an sudden manner – will probably be launched imminently.
The model can also be creating the power to just accept returns in-store and place orders inside bodily shops for house supply. Plans are additionally beneath method to introduce a buy-online, collect-in-store service.
Moreover, the brand new digital flagship allows nominated day supply and permits consumers to decide on their most well-liked fulfilment associate.
