Case Studies

The Client

Saddleback is the definitive name in high end performance bicycles, cycling accessories and clothing. Saddleback is a passionate brand exuding enthusiasm for their products. The company hold sole distribution rights for the Felt Bicycles brand which includes road, mountain, track, BMX, cyclo-cross and cruiser bikes. Additionally, Saddleback is a wholesaler of bicycles, accessories and nutritional products for leading industry names. With a network of stockists across the UK Saddleback is a byword for performance cycling.

The Challenge

Saddleback wanted to replace their existing brochureware site, deliver a class-leading multi-site content management system (CMS), and secure login B2B eCommerce portal to allow dealers to buy and manage their account online.

As well as providing a solution for Saddleback’s business customers, the company’s brief included the requirement to provide a B2C eCommerce environment for the general public to purchase selected nutritional items and to help customers engage with Saddleback’s network of dealers.

What We Did

Saddleback’s online offering is a key aspect of their strategy going forward, encompassing a B2B portal with customer-specific pricing; a distinctive B2C offering, and additional brand-specific lifestyle sites, all offering the ability to connect directly to their customers and help drive sales. PureNet’s eCommerce platform has provided Saddleback with a flexible, powerful and scalable solution which offers an immersive online experience.

The solution delivers a number of benefits to the business, including integration to the company’s data and complex back office systems, including the company’s Enterprise Resource Planning (ERP) system.

Saddleback’s solution incorporates full integration to SAP providing an efficient workflow that complements the company’s existing business processes.

In addition to the main B2B and B2C websites, Saddleback has launched further “lifestyle” sites, starting with the multi-currency enabled Castelli Cafe, featuring functionality to enhance and augment the main Saddleback website and brand name.


The Results

  • Saddleback has seen a dramatic increase in web orders
  • Conversion rates across all three sites rose to 6%
  • Turnover from the website now in the hundreds of thousands
  • The organisation has seen an increase of 28% in visitor numbers


“We wanted to achieve something different with the design of the Saddleback sites that reflects our unique proposition in the marketplace. From initial meetings, to development of ideas for the look and feel of the new site through to launch, the team at PureNet were, and continue to be supportive, creative, professional and forthcoming with suggestions of how we can develop our site further.”

John Wager, IT Manager, Saddleback

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