Wilkinson Sword

Wilkinson Sword

Tools for the keen gardener

What more could a gardener want than a selection of high quality gardening tools from Wilkinson Sword?


Wilkinson Sword, the garden tool manufacturer approached GrowCreate to design and develop a new e-commerce website using the latest version of the Umbraco content management system. Key requirements were to support stockists, their sales team and the call centre; as well as finding an engaging way for the user to find products.


A key part of Wilkinson Swords brand is experience and quality, defined by their long history of manufacturing cutting tools. Our starting point was to understand what tasks the user needed to perform and start the user on their journey by asking them ‘What's your next garden activity?’.

From wireframes, visual design and style guides, to prototypes and development, we worked in an interdisciplinary team in an adapted agile environment. Working in weekly sprints, we managed to accelerate the project and validate our ideas, freeing the team to bring the site to life.

The project also had a number of integrations including SagePay, data import and export of the product catalogue and legacy order import for the previous system.

Wilkinson Sword Tools case study
Wilkinson Sword Tools website UI
Wilkinson Sword Tools website UI


The site empowered Wilkinson Sword to provide a valuable experience to users (both e-commerce and stockists). Stockist location search increased and there was a decrease in calls to the support team (reducing the cost to serve) from users looking for more product information. There is a process in place for continuous development of the website post launch where we will work to make UX improvements on the website based on data collected through analytics and user testing. There is a fine balance for the client between selling online and driving sales to its 660 stockists nationwide.

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