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White Stuff

A woman wears a long denim coat, a chambrary shirt, and jeans.

Powering growth with composable tech

White Stuff logo in black.

Project Focus

Strategy and research

Experience design

Tech advisory and engineering

Established in 1985, White Stuff is a multi-channel lifestyle brand known for its unique, thoughtfully created designs and use of certified sustainable fabrics. With over 150 retail outlets across the UK and Germany, White Stuff is a leading lifestyle retailer with a robust and growing eCommerce business.

A collage of White Stuff models wearing White Stuff designs, including denim coats, sweaters, and dresses.
A mobile phone shows the White Stuff shopping bag. A cursor hovers over the checkout button.

Project overview


Deliver more engaging user experiences, and improve the flexibility and functionality of an aging monolith stack.


A composable eCommerce platform to deliver better experiences for customers, drive sales, and support global expansion with a fast and flexible approach while also improving internal business processes and maximizing the use of product and customer data.

Technology Partners:

Bigcommerce logo in dark grey. Constructor.io logo in dark grey. Alokai logo in dark grey. Amplience logo in dark grey. Adyen logo in dark grey.

Key Results

Across-the-board increases in conversions and sales, with decreases in bounce rate and load times during the dual running period between the old and new platforms:

+ 37 %

in conversion rate

- 85 %

in average load time

+ 100 %

in mobile site speed

Apply Digital delivered our new platform project on time and on budget. They are incredibly reliable — and always make themselves available. But even after the new platform was live — they have been a business partner to help us continually optimize our website, and advise us on how to build new features. It has been their people who really make them special.

Steve Borg Technology & Transformation Director at White Stuff

Enhance the customer experience while powering growth and driving sales


White Stuff had been using a legacy stack to power their eCommerce website for years, and recognized the need to upgrade their technology to better serve customers.

The company wanted to move to a composable stack that would allow them to meet the challenges of global growth, update the eCommerce site faster, and deliver first-class user experiences.

A dress, vest, and satchel from White Stuff are shown being added to a customer's online shopping bag.
The White Stuff desktop home page. A fleece coat, brown purse, and runners are displayed.
The White Stuff product listing page for Women's clothing appears on a laptop screen. An illustration of composable blocks appear above the laptop screen.

A flexible, composable eCommerce platform that delivers world-class shopping at scale


Apply Digital worked closely with the White Stuff team to understand their goals. We then designed and built a fresh composable stack that would be easy to scale in the future, and ensured that the company’s internal teams had the tools needed to support engaging user experiences across the platform.

The new White Stuff platform integrates BigCommerce, Constructor, Alokai, and Amplience. With a focus on flexibility, performance, and scalability, the company’s fresh eCommerce site is also optimized for conversion.

Across-the-board increases in conversions, customer growth, and sales


With this new composable tech stack, White Stuff achieved:

+ 37 %

in conversion rate

+ 28 %

in session duration

- 33 %

in bounce rate

- 85 %

in average load time

+ 100 %

in mobile site speed
The White Stuff checkout counter.
The mobile White Stuff app shows the order summary page. Product images emerge from the phone.
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