The brief

User experience.
Digital strategy.
WordPress development.

Linwood needed their website to deliver a tailored experience for two different audience types.

We delivered a WordPress website with WooCommerce integration that allowed Linwood to communicate their traditional and inventive brand values while allowing trade customers to purchase online. We defined two distinct user journeys.

Visit website

1. Consumer

The consumer experience was focused around browsing and finding fabrics and wallpapers easily. We created clear sign posts to allow consumers to order free fabric samples and brochures online.

2. Trade consumer

We created a log in area that allowed trade customers to purchase fabrics, wallpapers, cushions, accessories and even furniture online. All orders are managed and integrated with Linwoods’ internal order management system.

Product uploads made easy

With a large fabric and wallpaper range, manually uploading new ranges can be very time consuming for Linwood. We integrated a custom upload function that allowed Linwood to easily upload new ranges and products via a CSV file, speeding up the whole process.


We created an inspiration board, providing Linwood with the tools to create moodboards based around their fabric and wallpaper ranges. This gives customers ideas for colours and for mixing fabrics and wallpapers. Rollover hot spots provide more information and links directly to the product page allowing the customer to quickly order samples.

Personalised lookbook

Linwood wanted to add a personal touch for customers when they ordered fabric samples. We built a bespoke integration that dynamically creates a personalised brochure showing how your fabric will look on curtains and sofas, helping you visualise before you purchase.


1.7 million page views

2017 to 2018


18k fabric samples requests

First 12 months