Hemingway Tailors

A Bespoke Ecommerce Solution



Hemingway Tailors are well-established purveyors of luxury, tailored clothing. They tasked Pixelbuilders with unifying their web presence to combine both their ecommerce offering and their portfolio of expert tailoring information in a single website, featuring the latest in web design and development best practices.

The website needed to have full ecommerce functionality and be completely content managed to allow the Hemingway Tailors team to easily and quickly upload and edit content and products. 

Digital Strategy

Digital Strategy

The main challenge during this project, was to deliver an ecommerce solution capable of reflecting the lelvel of bespoke tailoring options available, while still delivering an intuitive user experience and clear user journey.

Part of the strategy to achieve this was to design and build a customisation tool that would allow users to specify their bespoke tailoring requirements for one of Hemingway Tailor’s made to order shirts. This process had to accommodate ten various customisations a user can make to a basic shirt pattern in an intuitive, simple and easy to use way. 



The Hemingway’s website was designed to showcase the tailoring skills of the Hemingway’s team by capturing all the details of the tailoring process. To do this we took a product first approach, using clean and traditional imagery to capture both the heritage of the Hemingway’s brand and the crisp, clean and precise finish their clothing is known for.

The shirt builder in particular captures the detailed work that goes into creating each piece of clothing, using bespoke diagrams to demonstrate the level of customisation available and the product pages feature a carousel of images highlighting both the garment and the fabric. 

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The Hemingway Tailor’s website was built using the most recent version of the Kentico Content Management System (CMS): Kentico 9. We leveraged Kentico 9’s Variant Systems, to deliver a bespoke ecommerce solution featuring an extensive “shirt builder”, allowing users to make various fabric, fit and finish selections and combinations to create their perfect shirt. 

As well as leveraging the Options and Variants Systems, we also used the Kentico API to manipulate the Product Filter Web Part and the Repeater Web Part to control the products displayed on the page by using the “where” condition to match the selected filters. This combination of Web Parts created the intuitive product search functionality that enhanced the user experience on site.

Kentico’s “Install Payment Gateway” capability was used to achieve the SagePay integration that handles sale transactions for Hemingway Tailors and the standard Kentico basket functionality was manipulated using the Kentico API, to display the options and variants selected using the shirt builder. This ensured product details were consistent throughout the purchasing journey to help reduce basked abonnement.


  • The fully functional ecommerce website was developed with bespoke functionality to accommodate the diversity and personalisation available with Hemingway Tailor’s products
  • The Kentico content management system provided the foundation for this new ecommerce platform to allow Hemingway Tailors to easily manage the content on their website


This bespoke ecommerce solution built using Kentico 9 has delivered a more engaging and user friendly website, which has resulted in the first ever online sales for Hemingway Tailors.

Month On Month – August 1st to 31st 2016 VS July 1st to 31st 2016

Pages per session have increased 8% month on month
Average session duration has increased 15% month on month
Bounce rate has reduced by 11% month on month

Year On Year - August 1st to 31st 2016 VS August 1st to 31st 2015

Pages per session have increased 21% year on year
Average session duration has increased 57% year on year
Bounce rate has reduced by 7% year on year 

What Our Clients Say

At Hemingway, we have always strived to deliver a high level of product, whilst offering great customer service and value for money. From the first presentation of Pixelbuilders pitch, to the final build they have totally understood what we were trying to convey in design, look and functionality….and most importantly, as a Yorkshireman, value for money!

Throughout the build Pixelbuilders have delivered not only a great product but, their care and attention to detail has been nothing short of excellent….nothing was too much trouble! Consequently, they justified our faith in them with this most recent important development of our business and we are delighted that our gut instinct to award Pixelbuilders the contract has paid off!

Finally, we look forward to working with Pixelbuilders in the future to help us develop our digital marketing to hopefully increase our online presence and I would have no hesitation in recommending them to any of my friends, family or business contacts.
Toby Luper
Master Tailor, Hemingway Tailors