• Surfdome

Surfdome chose Spree to keep pace with its fast moving action sports marketplace

Europe’s premier action sports and lifestyle retailer

SPREE SUCCESS STORY

 

Founded by Justin Stone in 2005, Surfdome grew rapidly from humble beginnings to being the leading board sports online retailer in Europe with over 25 million annual visitors to its website and serving more than 1 million customers a year.

 

The company now stocks more than 10,500 product lines across activities from surfing to skating and ships to over 60 countries across the world. Surfdome operates from both London and a 100,000 sq ft warehouse in Northamptonshire. A team of seasoned surf, snow and skate experts curate 300 of the world’s best brands and offer a first class experience, communicating with customers and delivering goods 7 days a week.

 

A cloud-first strategy

 

Surfdome has experienced rapid growth since it was established 10 years ago. To continue this momentum and support future international growth, the company decided to transform its entire eCommerce infrastructure. This meant moving away from the legacy technology it had traditionally used and investing in a cloud-first strategy.

Surfdome moved the bulk of its eCommerce infrastructure to Amazon Web Services (AWS) and selected open-source tools to provide search, analytics and data visualization across its infrastructure.

Surfdome Spree Commerce Success Story

Surfdome & Spree

 

The Challenge

Online retailer Surfdome had been running for 10 years with a technology platform that was beginning to show its age. Without taking positive steps towards evolving its technical landscape to something more reliable, maintainable, and faster to innovate on, it was clear that it would struggle to keep pace with a fast moving marketplace.

 

The Solution

  1. Replace large parts of a legacy platform without disruption to Business as Usual
  2. Evolve to a modern software architecture that enables faster, more reliable change
  3. Reduce the cost and time of change by over 50%

This was achieved by migrating from internal PHP systems to Ruby using Spree on budget & schedule.  As well as by creating and launching a full responsive checkout, a mobile website and rebuilt most of the business support tools (PIM, OMS, WMS, CMS).

 

Tech Stack:

  • new OMS in (Spree, Ruby on Rails)
  • new HUB to support all communication (Wombat)
  • new store API (Spree, Ruby on Rails)
  • new Storefront (Node+Dynamo)
  • new CMS (Contentful)
Surfdome Spree Commerce Success Story
Surfdome Spree Commerce Success Story

Conclusions:

SPREE SUCCESS STORY

 

Surfdome is Europe’s premier action sports and lifestyle retailer. Headquartered in the UK,  the company stocks more than 10,500 product lines from 300 of the world’s best brands. It has experienced rapid growth since it was established 10 years ago and needed a new reliable, maintainable, and faster to innovate on solution to keep pace with the fast growing global marketplace for board sports lovers. Spree Commerce and Ruby on Rails proved to be the perfect answer for Surfdome’s needs. 

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