International expansion required a highly bespoke Magento ecommerce website Aquascutum

    Infamous for the beige coat not a beige website.

    The Brand

    Aquascutum is an iconic UK luxury clothing brand, well known for their fine craftsmanship and innovative garments. Their products have been worn by royals, prime ministers, explorers and olympians for over 160 years.

    Aquascutum is responsible for the development of the original British trench coat in 1914, which was provided for soldiers on the front line because of its waterproof properties and reliable durability. Today this leading brand continues to develop high-quality and fine garments for the fashion conscious worldwide.

    Aquascutum Aquascutum Aquascutum Aquascutum


    Our team at Limesharp, worked alongside Aquascutum’s eCommerce department and partnered with their design agency to create a brand new responsive Magento site.

    Our work involved the integration of third party systems and bespoke features.

    • Stock control system integratio
    • Logistics and warehousing integration
    • Deliver targetted email marketing campaigns
    • Various payment gateways to accept multiple currencies
    • Magento optomised server environment
    Aquascutum Aquascutum Aquascutum

    Seamless Product & Editorial Experience

    Aquascutum’s previous website was lacking in having the ability to create engaging content that was directly purchasable. In the planning and scoping phase of the project it was clear Magento’s basic content management was not going to be able to handle the complex, modular layouts that the design was dictating. The decision was made to use Expression Engine to manage the editorial pages, Limesharp were responsible for enabling both systems to pull relevant products and content into each system. The result is a seamless frontend experience where shoppers can browse content rich pages with the ability to purchase directly from the articles.

    Serena Fortuna, E-Commerce Manager

    Working in such a fast paced and reactive industry, I found Limesharp extremely flexible and efficient, and also provide exemplary support during peak times.

    International Multi-Stores

    Aquascutum are an internationally renowned brand with a global reach. Naturally one of the objectives of the new site was to be a able to serve these international customers with a localised experience. Using Magento’s native Multi-Store & Multi-Currency functionality we created 4 dedicated stores for United States, United Kingdom, Europe and Asia with each of these stores having multiple currencies available to the customer. The result is a fully localised frontend that Aquascutum can tailor different products, categories, graphics, shipping & payment gateways per store, all managed from 1 admin panel.

    From the beginning, fine craftsmanship and technical innovation have been at the forefront of the brand.


    Hosting & Support

    During the project we took Aquascutum through our Magento training programme and helped them to understand the content migration process from the old website to the new. Advice was also provided on how to get the best out of Magento’s full feature set. Today we continue to support Aquascutum, sharing our vast knowledge of Magento and ecommerce.

    Due to a large amount of traffic peaking in seasonal periods we created a scalable, Magento optimised AWS cloud environment. To find out more about our hosting packages please contact us.

    Find Out More...

    For more information on this project or any of the services we delivered please call on 0845 5202 400 or email

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