Skip to main content
tradeit next generation ecommerce platform

Morphy Richards

International ecommerce case study

Morphy Richards
Household brand, Morphy Richards, selects the tradeit ecommerce platform for UK and German refresh. Founded in 1936, trusted manufacturers of domestic appliances for over 75 years, Morphy Richards forms part of the Glen Dimplex Group. The brand is synonymous with a diverse range of small domestic appliances and their products can be found in retailers throughout the United Kingdom, as well as internationally; plus Morphy Richards also sell their products directly to consumers online.
"Red Technology were great. They understood what we needed and fulfilled those needs. The people are the single best thing about my experience. Always happy to help and advise when needed."
Online Manager, Morphy richards

Project Highlights

Showcase large and diverse product range including spares, accessories and instruction booklets for current and legacy models.

Online registrations and warranty support.

AS/400 ERP and emarsys email integration.

Integrated blog for tips, competitions, reviews and recipes.

Social media integration with Facebook and Twitter.

Feeds for affiliates.

International sites for the UK and Germany.

Project Overview

Morphy Richards selected leading ecommerce solutions provider Red Technology as their ecommerce partner because tradeit offered the flexibility they needed to drive their direct to consumer sales. Working collaboratively with Morphy Richards, Red's ecommerce consultants have shaped the requirements for a new B2C ecommerce solution, selling the brands' diverse catalogue of products, spares and accessories, whilst still offering consumers the ability to engage with the brand.

B2C ecommerce with faceted search & social widgets

Morphy Richards needed tradeit to manage three different types of products within the system. Not only products that were sold on the site, but also spares and accessories, which needed to be found by related product or spares name or part number and obsolete products, so that visitors to the website could search through the back catalogue of instruction booklets held by the brand. tradeit provided the flexibility to handle these various types effectively through the website via multiple templates. Faceted navigation dramatically improved the customer experience on-site, especially when navigating the spares catalogue. The new ecommerce solution also leverages Morphy Richards' social activity by integrating social widgets for Facebook and Twitter as well as feeds for the company's blog into various storefront templates.

Integrated ecommerce platform

The new ecommerce platform forms the solid foundation for online growth at Morphy Richards and has been fully integrated with a number of their supporting business systems including ERP integration with AS/400, email marketing via emarsys and manageable feeds for affiliates.

See more at

Learn more about our work for Morphy Richards

News & Insights


Morphy Richards launch German channel using tradeit

Leading electrical appliance manufacturer, Morphy Richards, have expanded their ecommerce into Germany... read more