Magee 1866 is a long-established Irish fashion and textile brand with deep roots in Donegal craftsmanship. Known for its tweeds, tailoring, knitwear and homeware, the brand serves both retail and wholesale customers across the UK, Ireland and wider international markets. Magee needed a modern Adobe Commerce platform that could support B2C and B2B selling, improve site performance and give the team better control over products, pricing, stock and regional storefronts.
The project focused on building a faster, more flexible Adobe Commerce platform for Magee 1866, with improved frontend performance, stronger operational integration and support for multiple international markets.
chillicommerce supported the move to Adobe Commerce, creating a scalable eCommerce foundation for Magee’s retail and wholesale operations. The platform was structured to support growth, customer account management and more flexible product, pricing and order workflows.
We implemented the Hyvä frontend theme to improve site speed, usability and maintainability. The new frontend gave Magee a cleaner customer experience while reducing the complexity often found in heavier Magento frontends.
The platform was configured to support UK, Ireland, US and wider international markets from one Adobe Commerce backend. This helped Magee manage currencies, storefronts and regional customer experiences without creating unnecessary operational complexity.
The Magee 1866 platform was built on Adobe Commerce, supported by a modern frontend and connected integrations to improve performance, checkout, payments, marketing, search and day-to-day eCommerce operations.
The project focused on improving Magee 1866’s eCommerce performance, operational control and international selling capability through a more flexible Adobe Commerce setup.
The project needed a structured approach so Magee 1866 could move to a modern Adobe Commerce platform without losing control of its products, customers, orders or international trading setup.
Magee needed a platform that could support both B2C and B2B eCommerce from one Adobe Commerce backend. The existing setup had limitations around performance, flexibility, stock control and integrations. The new platform also needed to support multiple markets, including the UK, Ireland and US, while keeping product data, pricing, inventory and order management connected through Fashion Master ERP.
chillicommerce replatformed Magee 1866 to Adobe Commerce and implemented Hyvä to create a faster, more maintainable frontend. Hyvä Checkout was added to improve the buying journey, while the backend was configured to manage multiple storefronts, currencies and customer experiences from one central platform. We also integrated Fashion Master ERP to help synchronise products, pricing, stock, customers and orders across the business.
The new platform gives Magee 1866 a stronger eCommerce foundation for retail and wholesale growth. Site performance and checkout usability were improved through Hyvä, while ERP integration helped reduce manual work and improve operational visibility. Magee now has a more scalable Adobe Commerce setup that can support international selling and future digital improvements.
We structure, optimise, and refine eCommerce platforms to reduce friction, improve customer journeys and drive sales.
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