• B2B & B2C for Global Elite Cycling Brands

    Innovative B2B and B2C integrated ecommerce solutions for Saddleback, the number one distributor of performance road and MTB cycling products to the UK industry.

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28% increase in visitor numbers

6% Conversion Rate

5% Increase in Session Duration


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.


Saddleback required an integrated B2B solution to allow dealers engage with the brand and purchase 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 items.


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

How PureNet Helped

The Project

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.

A dramatic increase in web orders

The Results

“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.

  • Saddleback has seen a dramatic increase in web orders
  • Conversion rates across all three sites rose to 6%
  • The organisation has seen an increase of 28% in visitor numbers

Leading the Race

The Statistics


Increased Session Duration

Saddleback customers are now spending longer engaging with the site.


Increased Visitors

The new solution has enabled Saddleback to further secure its competitive advantage.


Average Conversion Rate

Conversion rates have increased to an average of 6% across all sites.


Happy Client

Saddleback are delighted with both the flexibility and power of the new solution.

Lead your industry with innovative ecommerce