Linens Limited, Magento Ecommerce

Linens Limited is the UK's leading online independent bed and bath linen retailer and we have worked with the company from its conception in 2006 providing a full suite of digital services.

Project overview

The business outgrew its original ecommerce platform in 2014 and in support of international growth plans, we developed a multi-store, mobile responsive Magento ecommerce solution fully integrated with their ERP system from Volo Commerce.

The multi-channel retail business sells over 40,000 SKUs online via more than 500 website categories. The existing website, originally launched in 2006 with only 100 SKUs, had been outgrown and needed replacing with a scalable Magento solution.

While taking into account a decade of website traffic and conversion data, Netmatter scoped the design and build of a multi-store mobile responsive Magento theme that would improve page load times and increase conversions from mobile and tablet users.

A URL rewrite table in the existing website database contained nearly 3 million URLs. This required an audit and SEO migration plan to ensure the new Magento URL structures retained the website's current search engine visibility upon launch.

The new website also needed to solve a major website administration issue that was proving costly in respect of the growing number of staff required to organise category relations, related, up sell and cross sell products. To solve this problem Netmatter developed a fully automated Magento product page driven by Volo Commerce data structures saving the business hundreds of administration hours per month.

Other requirements included further custom integration with Volo Commerce to support future international store views in Magento and multi-lingual content.

Finally the website launch was on a tight deadline to ensure Black Friday and Cyber Monday sales opportunities were maximised upon rather than missed.


Our work

  • Mobile responsive design and build
  • Multi-store setup for 7 international territories
  • Migration of existing SKUs, categories, data and media to Magento
  • Fully automated product relations and upsells
  • Volo Commerce integration
  • SEO, content and e-mail marketing
  • PPC and Google Shopping management (over 50 campaigns and 1000 ad groups)
  • Magento support and maintenance
  • Dedicated Rackspace hosting


  • 40,000 SKUs migrated
  • 3,000,000 URLs redirected
  • 70% reduction in page load times YoY
  • 40% conversion rate increase YoY
  • 10% average order value increase YoY
  • 960 Team hours