About Michelsons

Michelsons UK was established in 1937 and, as a founder member of the British Menswear Guild, has been integral in promoting and exporting men’s clothing and accessories throughout the world. With a creative and stylish tie collection offering hundreds of designs and colours in a range of natural fabrics such as silk, cashmere and wool, and accessories including cummerbunds, waistcoats and scarves, Michelsons continues to be regarded as one of the UK’s most reputable and innovative providers of high quality neckwear and accessories for both men and women.

Partners Used

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Technologies Used

We utilized the latest version of Magento 2, along with advanced tools and integrations, to modernise Michelsons’ eCommerce platform and enhance its functionality.

Magento
Xtento
Sagepay

Services we offered

We provided a comprehensive Magento 2 upgrade and implemented various custom features to improve operational efficiency and user experience for Michelsons.

  • Magento 1 to Magento 2 Upgrade:

    Upgraded the platform to Magento 2 with a responsive and retina-ready design, ensuring an enhanced shopping experience across all devices.

  • Xtento – Simplify Bulk Order Processing:

    Integrated and configured the Xtento Order Manager extension, allowing bulk order processing directly from the grid, saving significant time on administrative tasks.

  • B2B Logins and Gift Bundles:

    Developed dedicated B2B logins for wholesalers and implemented gift bundle functionality to support personalised gift sets, streamlining the purchasing process.

  • Layered Navigation and Ajax Enhancements:

    Added features like Ajax Cart Pro, Compare, Wishlist, and Layered Navigation with SEO optimisation, multi-select filters, and search-by-rating functionality to improve product discoverability.

  • Custom Page for Corporate Clients:

    Built a bespoke inquiry form on the “Club & Corporate Ties” page with advanced options like color swatch selectors, logo upload, and Google reCaptcha integration for seamless and secure communication.

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Technical Integration for Michelsons

The project included critical technical integrations, such as Facebook Pixel, Instagram Shop, Infinite Scroll for category pages, VAT exemption, Sage Pay, and a Rocket Shopping Feed for Google to enhance marketing, usability, and sales operations.

  • Custom Module Development & Integration

  • Facebook Pixel Integration

  • Shop by Instagram integration

  • Infinite scroll in category page

  • Rocket Shopping Feed for Google

  • VAT Exemption

  • Sage Pay Integration

Our Process

We worked closely with Michelsons to ensure their Magento 2 upgrade aligned with their goals for efficiency and omnichannel readiness. With a templated theme to expedite delivery, we launched a feature-rich, responsive site that met their requirements in time for their new season launch.

Requirement

Requirements

Michelsons tasked chilliapple with migrating their Magento 1 site to Magento 2 in December 2019 and launching in March 2020 to fall in line with their new season launch. The main objective of the project was to implement a more efficient procedure for omnichannel order processing. This would allow Michelsons staff to focus less on administrative work and more on increasing sales. The new Magento 2 website was to be fully responsive & retina ready using a templated theme to reduce the delivery timeline. This will provide users with the capability to build personalised gift sets from multiple items based on their selection. To integrate the ability to cross-sell their products via Instagram. They also asked us to build a custom page for corporate clients to enquire via a bespoke contact form.

Solution

Solutions

The new Magento 2 site features easier navigation via a Mega Menu, smart product search functionality, full mobile compatibility, and smooth design with a logical and uncluttered checkout. Chilliapple sourced the ‘Xtento – Simplify Bulk Order Processing: Order Manager,’ integrated it, and configured it. Using this extension, Michelsons doesn’t have to open each order individually and process them one by one. Instead, they can now process all of their orders directly from the orders grid in bulk. They can also create invoices and shipments, add tracking numbers to orders, complete orders, change the order status, and much more for multiple orders with a single click. This extension will really simplify their Magento order processing and save them hours of work every week.

Result

Results

A very close working relationship with the committed team at Michelsons has helped deliver a first class site and user experience, which their customers are delighted with. The site was launched on 17th March 2020 in time for their busy new season launch. Chilliapple also developed a custom inquiry form on the ‘club & corporate ties’ page where users can users submit various details like Contact Details (Name, Email, Telephone Number), drop down to select Bow Tie or Tie, colour swatch selector, logo upload (multi format),  and the form also uses the Google reCaptcha extension to protect against spam and bots. The Magento 2 Instagram Shop extension was integrated to help drive more sales by showcasing the Instagram gallery on the online store.