boardman bikes

Responsive eCommerce website & dealer portal for leading UK bike brand

the client

Boardman Bikes is one of the UK’s leading bike brands. Founded by former Olympic Cycling Champion Chris Boardman and now owned by Halfords, the Brand is synonymous with high spec, good value bikes.
Frustrated with a dated website that was hard to update and which no longer reflected the Company’s brand, Boardman approached us to build them a new ecommerce website and dealer portal.

The Challenge

  • Reflect a recent brand revamp. When they came to us, Boardman had recently finished a major rebranding exercise. The website was to be the first expression of this new brand so it was important that we were able to keep all elements of the website ‘on-brand’.
  • Mark the Brand’s entry into online selling. The new website was to be the Brand’s first entry into online selling. Up to that point, users wishing to purchase bikes were required to email or phone.
  • Offer customisation. Boardman wanted the new site to offer the ability to order bikes in custom colours.
  • Provide a better service to dealers. Boardman was struggling to manage the relationship with dealers using a mish-mash of spreadsheets and databases. We were tasked with providing ‘back-office’ functions which would streamline this work.

the solution

  • New fully-responsive website. The new website has been built using responsive design principles. Put simply, it means that the website looks great on all devices.
  • Full ecommerce functions. SagePay and Paypal integrations mean that customers have a wide choice of payment options.
  • On-brand and with multimedia capabilities. The new website is fully aligned with Boardman’s brand and allows Boardman to make extensive use of video.
  • Custom Bike Builder. Using advanced technologies including HTML5 Canvas, the virtual bike builder enables customers to build their dream Boardman bike.
  • Financing Integration. We built an integration with V12 online financing. This has helped Boardman to broaden its customer base by offering ‘buy now pay later’ options.
  • Multi-function dealer portal. A one-stop-shop for Boardman’s network of bike dealers, the Portal offers the Brand’s trade partners the ability to place and track orders & check stock levels.
  • Multiple International eCommerce websites. Using our bespoke ecommerce platform, Boardman has been able to extend its online selling operation globally using country-specific websites, support from local currencies, payment methods and languages.

the results

Working together since 2015 we’ve delivered;

  • Double-digit increase in revenues year-on-year
  • 43% increase in average monthly traffic
  • 30% increase in organic traffic

Since the initial launch of the website, we have continued to work with the team at Boardman to introduce new features to the site. Additional functionality that we have added includes Click and Collect, Cycle2Work scheme integration & Google Shopping Feed.


Having experienced the knowledge, quality of work and dedication of the bluebox team during the launch of our new website 12 months ago, it made perfect sense for us to continue to grow our relationship and as our online business strategy has developed the bluebox team have taken our brief and delivered us an interactive, globally transactional website that will form the basis for our business for the future.
andy boardman bikes

Andy Smallwood
Managing Director

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