Case Study
James Purdey & Sons
A digital flagship worthy of two centuries of craftsmanship.
About James Purdey & Sons
Founded in 1814, James Purdey & Sons is the pinnacle of British gunmaking and countryside style. Holding Royal Warrants from every British monarch since 1878, the brand is synonymous with 'best-quality' craftsmanship — from world-renowned bespoke firearms to high-performance luxury apparel. Purdey partnered with Bitcube for a digital transformation that would bring their online presence in line with their legendary reputation: migrating from a complex legacy system to a modern, scalable eCommerce ecosystem that could support global expansion and deep customer relationships.
The Challenge
Purdey's digital operations were tethered to a Magento environment that had become a barrier to growth — heavy, difficult to update, and lacking the agility a modern luxury brand needs. A key requirement was a 'single source of truth' for their elite clientele: a deep, bi-directional Salesforce integration so customer data, bespoke orders, and styling preferences stayed synchronised between the storefront and their Mayfair flagship, Audley House. They also needed to run multiple storefronts — gun sales and clothing kept separate — without maintaining entirely separate codebases for each.
Our Solution
We executed a Magento to Shopify migration, re-platforming Purdey onto a leaner, faster, more intuitive architecture built for enterprise-grade scale. We built a bespoke 'master' theme in Web Components and Liquid — a premium, high-performance frontend that reflects Purdey's heritage while meeting modern speed standards. To solve the management bottleneck, we implemented a unified multi-store architecture where multiple regional stores run off a single underlying codebase using split configurations, keeping global brand consistency while tailoring local content and currencies. We also built a bespoke bi-directional Shopify-to-Salesforce sync so every interaction — from an apparel purchase to a bespoke gun enquiry — is captured in their CRM for a 360-degree customer view.
Key Features
- ✓Seamless Magento to Shopify migration
- ✓Unified multi-store architecture (split config)
- ✓Bespoke bi-directional Salesforce integration
- ✓High-performance heritage theme
The Results
The transition gave Purdey a digital flagship that matches the prestige of their physical workshops. Consolidating onto Shopify and a single theme architecture delivered immense operational agility — the team can launch campaigns and update regional storefronts in a fraction of the time Magento required. The Salesforce integration eliminated data silos, enabling a truly omnichannel experience for their high-net-worth clientele. Today we provide ongoing support, continuously evolving the platform so one of Britain's oldest brands stays a leader in the modern digital landscape.
Client
NAME
James Purdey & Sons
LOCATION
Mayfair, London (Global)
INDUSTRY
Luxury Retail · British Heritage
Services
Tech Stack
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