• Gold Standard Ecommerce for Team GB Loved Brand

    A focus on innovative design and ecommerce performance for elite sportswear brand and Cancer Research UK Boat Races Official Sponsor, Crewroom.

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16+ Years of Trading

40 Countries

1.8m Annual Page Views


The Challenge

Crewroom provides high quality, functional and stylish sports kit for athletes at grass roots right through to national level. Customers include the Great Britain Olympic Rowing Team, Oxford University Boat Club Boat Race Team and the Leander Club.

User Experience

The majority of Crewroom’s sales are generated online. The challenge was to design an easy to navigate website that would accommodate the company’s custom selling process.


Crewroom offers a range of fully bespoke garments which can be customised to suit your team's requirements. The website had to allow the customisation of the garments and kit mixes for individual teams.


Crewroom sell to universities clubs and sports clubs and also individuals. The new solution had to accommodate both user journeys and purchasing types.

How PureNet Helped

The Project

PureNet built a fully integrated, easy to navigate and stylishly designed solution that allows Crewroom to merchandise its range of products online. The solution gives Crewroom full WYSIWYG editing of their website, the ability to manage promotions and campaigns, and specify related products.

The solution has an online shopping facility for Crewroom’s existing customers called the Teamroom function. This acts as virtual assistant to club kit officers and allows team members to purchase and pay for club kits online during designated order windows. At the end of each window all orders received during that period are collated and placed with the factory.

As part of the project, PureNet implemented a Personalised Search and Merchandising Solution, PureClarity, that allows Crewroom to personalise on-site content based on customers’ previous behaviours.

Successful for Crewroom

The Results

The site allows Crewroom to more effectively manage their unique selling process providing enhanced customer service and improved managed of orders. Crewroom has further invested in its ecommerce solution by undergoing a full website redesign in 2017.

The website has continued to grow and expand since launch with Average Order Value, Online Revenue and Number of Orders all increasing on a yearly basis.

Achieving Gold

The Statistics


Increased Revenue

Crewroom's revenue continues to grow Y.O.Y.


Increased Page Views

The new, engaging solution has led to a yearly increase in page views.


Increased Sessions

Crewroom's new ecommerce footprint has accelerated its growth.


Bounce Rate

The new and improved UX means less bounces and more sales.

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