Dalebrook Case Study | B2B E-commerce Website Development

An Overview of Dalebrook

Dalebrook has been designing and manufacturing melamine food display solutions since 1945. They have built a strong reputation and now supply customers in more than 70 countries. Their products are used across hospitality and retail. The company caters to supermarkets and fine dining venues.

Their website structure was complex, and performance was inconsistent. Overall, the eCommerce site UX failed to reflect the quality of the brand. The platform needed simplifying. It also needed to present the product range in a clearer, more considered way.

Our Contribution

We rebuilt Dalebrook’s eCommerce platform on Magento with a straightforward objective: make it easier for customers to browse, understand, and buy.

Magento Development

We developed the new site using the latest version of Magento Open Source. This provided a stable foundation that supports both B2B and B2C customers within a single platform. It also reduced reliance on outdated components that were affecting performance.

Navigation Restructure

The previous structure made browsing harder than it needed to be. We reorganised categories and simplified menu logic. The aim was to reduce decision fatigue and allow users to move through the site with less friction.

Module Upgrades & Design Refinement

We reviewed and upgraded existing modules to ensure compatibility with the latest Magento version. This improved site stability and reduced the risk of technical conflicts. Product pages were given more breathing space. Imagery was prioritised. Layout decisions were guided by usability rather than decoration.

Technologies Used

The platform was rebuilt on Magento with aligned extensions and theme adjustments.

Magento

Key Project Features

The improvements centred on structure and usability.

Magento platform rebuild

Upgrade to the latest version

Simplified navigation structure

Clearer product categorisation

Theme customisation aligned to the brand

Module alignment and performance updates

Our Approach

The brief was practical. Dalebrook needed a platform that worked reliably and presented products clearly. The challenge was not adding features, but removing unnecessary complexity.

Requirements

The existing website was underperforming and difficult to navigate. Supporting both trade and retail customers increased the complexity of the buying journey. Dalebrook required a platform that simplified navigation, improved performance, and showcased products in a more accessible format.

Solution

We upgraded the site to the latest version of Magento and aligned all third-party plugins to ensure compatibility. A refreshed theme was implemented and tailored to match the brand. Throughout the project, we worked closely with Dalebrook to review layouts and navigation decisions, keeping the focus on clarity and ease of use. Every change was measured. The goal was to reduce friction rather than add unnecessary layers.

Results

The rebuilt site feels more structured and easier to navigate. Categories are clearer. Product imagery is more prominent. Customers can move through the range without unnecessary steps. The project was delivered within the agreed scope and timeline. After launch, Dalebrook continued working with us through a structured support arrangement to maintain platform stability and introduce incremental improvements where needed.

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