LONDON — British knitwear brand John Smedley last week gave its e-commerce site a facelift to match its updated vision under managing director Jess McGuire-Dudley, bringing the digital experience in line with her ambitious plan to accelerate the direct-to-consumer business.

“When I joined, the brand had an established digital presence, but it wasn’t fully reflective of who we are,” said McGuire-Dudley, who took over from Ian Maclean, a member of the Smedley family, in April 2025. The executive was first hired as head of marketing and merchandising before moving up the ranks over the past 12 years.

“The platform was functional, but it lacked the depth of storytelling, the consistency, and the elevated experience you would expect from a brand of our standing. It was clear there was a real opportunity to bring our digital expression up to the same standard as our product,” she added.

Over the past year she has made direct-to-consumer a priority. The rebuilt website is based on the e-commerce platform Centra, which gives the brand flexibility and performance to scale globally, and is designed by online experience specialist Limesharp, which helps ensure the customer journey feels “intuitive, engaging, and consistent across all touchpoints.”

The company has also added specialist hires to strengthen its digital capabilities and taken more control of key markets through localization and international advertising.

“We’ve expanded into localization, translation and international advertising, taking control of key markets such as France, where this strategy has led to a 31 percent sales growth,” McGuire-Dudley said.

The first female leader of the 242-year-old brand described online as a “meaningful and growing part” of the business.

“While I wouldn’t anchor it to a specific figure, it’s clear that digital will play an increasingly significant role. The potential is considerable. With a global audience and a product that travels exceptionally well, DTC allows us to scale in a way that’s both efficient and brand-led. The investment we’ve made in the platform is very much about unlocking that next phase of growth,” she touted.

The newly designed site is meant to remove friction in the shopping journey and address core knitwear-related questions for online shoppers.

“The redesign has been about bringing clarity, consistency, and a more elevated expression of the brand. We’ve simplified navigation, making it easier for customers to find key information, particularly around fit, color, and fiber, which are fundamental to knitwear,” said McGuire-Dudley.

“We’ve also introduced features like fit explainers, more detailed product imagery, and an interactive approach to color, all designed to help customers shop with greater confidence,” she added.

McGuire-Dudley said decisions on what to change were driven by a mix of qualitative and quantitative insight after Limesharp carried out research through store visits, focus groups, and international audits, which John Smedley combined with its own data on how customers shop the brand.

The digital factlift sits inside a wider repositioning, as McGuire-Dudley wanted the site to reflect both the company’s heritage and its current product and category ambitions.

“The new site is central to our vision. It’s often the first interaction a customer has with John Smedley, so it needs to communicate both our heritage and our relevance today. This was about striking the right balance, embracing modern technology while preserving authenticity, craftsmanship, and understated luxury,” she said.

“Beyond digital, we’re evolving the brand more broadly, from refining the product offer and expanding into lifestyle categories, to investing in our manufacturing capabilities and reinforcing our sustainability commitments. Everything is aligned around presenting a more complete, modern luxury brand,” she added.

When asked about product performance, McGuire-Dudley said DTC largely mirrors other channels, but with a stronger focus on repeat and core purchase.

“Our core icons remain our strongest performers, fine gauge knitwear in merino wool and John Smedley’s Sea Island cotton polo shirts. Online, however, we do see a slightly stronger focus on core, versatile pieces and replenishment. The improvements we’ve made around fit guidance and product detail also support that behavior, giving customers the confidence to return and repurchase,” she said.

The online customer base, according to McGuire-Dudley, is spread across the U.K., the U.S., and Europe, and skews toward discerning, quality-driven shoppers who are “increasingly interested in longevity and responsible production.”

The new site is also designed to tie content and commerce more closely together. Campaign imagery is now shoppable, which she sees as a way to both explain the brand and drive conversion.

“Ultimately, the most effective strategy is building trust and creating an experience that customers want to return to,” McGuire-Dudley concluded.