About Magee 1866
Magee 1866 is a heritage Irish fashion brand with over 150 years of craftsmanship behind it. Founded in Donegal, Magee is known for its premium tweeds, tailoring, knitwear and homeware, blending traditional weaving techniques with contemporary design. The brand operates across both direct-to-consumer and wholesale channels, serving customers throughout the UK, Ireland and Europe via its online store, physical locations and selected stockists
Magee required a modern, scalable eCommerce platform capable of supporting both B2C and B2B customers under a single solution, while expanding its international presence. The existing platform limited performance, flexibility and integration capabilities, particularly around stock control, pricing and customer management.
Key requirements included improved site speed and UX, seamless ERP integration, multi-currency support, and the ability to deploy and manage distinct UK, Ireland, US and Worldwide markets without fragmenting operational control.
Partners Used
Technologies Used
The solution was built on Adobe Commerce, using the Hyvä frontend theme and Hyvä Checkout to deliver a fast, lightweight and highly performant customer experience. A modern, modular technology stack was implemented to support international markets, streamlined checkout, real-time stock management and scalable growth across both retail and wholesale audiences.
Services We Offered
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Adobe Commerce Re-platforming & Architecture
We led the end-to-end re-platforming of Magee’s existing eCommerce site to Adobe Commerce, designing a scalable architecture capable of supporting both B2C and B2B customers. The solution was structured to enable future growth, international expansion and seamless integration with Magee’s operational systems.
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Hyvä Frontend & Checkout Performance Optimisation
We implemented the Hyvä frontend theme and Hyvä Checkout to deliver a faster, cleaner and more performant customer experience. This significantly improved page load times, usability and checkout efficiency, while giving Magee a lightweight frontend that is easier to maintain and evolve.
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Multi-Market & International Deployment
We configured and deployed the platform across the UK, Ireland and US markets from a single Adobe Commerce backend. This enabled Magee to manage currencies, pricing and customer experiences centrally, while delivering localised storefronts tailored to each region.
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ERP & Third-Party Systems Integration
We integrated Adobe Commerce with Fashion Master as the core ERP system, enabling real-time synchronisation of products, stock, pricing, customers and orders. Additional integrations with payments, marketing and review platforms ensured a fully connected ecosystem that reduced manual processes and improved operational efficiency.
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Technical Integration
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Fashion Master ERP for product, pricing, inventory, customers and orders
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Stripe for payments, including Klarna, PayPal, Apple Pay and Google Pay
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Adobe Business Intelligence for reporting and analytics
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Live Chat for helpdesk support
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Klaviyo for email and SMS marketing
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Reviews.io for customer reviews
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Fastly CDN for performance and caching
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Adobe Live Search for on-site search
Our Process
Requirements
The platform needed to support a single Adobe Commerce backend serving both B2C and B2B customers, with separate pricing, account types and experiences where required. Magee required multi-currency support, a flexible content-managed homepage, advanced product filtering, improved checkout usability and a robust integration with Fashion Master to centralise operational control. Maintaining SEO equity during migration was critical, alongside ensuring the site met modern performance and accessibility expectations.
Solutions
Chilliapple delivered a full re-platform to Adobe Commerce, implementing the Hyvä frontend theme and Hyvä Checkout to significantly improve performance, usability and maintainability. The platform was architected to support UK, Ireland and US markets from a single backend, enabling Magee to manage currencies, pricing and customers centrally while delivering localised storefront experiences.
Fashion Master was integrated as the single source of truth for products, stock, pricing, customers and orders, ensuring real-time accuracy across channels. Payments were streamlined using Stripe with Klarna, Apple Pay and Google Pay, while Klaviyo and Reviews.io enhanced marketing and trust signals. The solution was delivered with careful attention to SEO preservation, QA and cross-browser compatibility to ensure a smooth launch.
Results
The new platform provides Magee with a fast, scalable and future-ready eCommerce foundation that supports both retail and wholesale growth. Performance improvements from Hyvä and Fastly have enhanced user experience, while tighter ERP integration has reduced manual overhead and improved operational efficiency. Magee now benefits from a flexible, decontent-managed storefront, modern checkout experience and a platform capable of evolving alongside the brand’s digital and commercial ambitions.
