The Challenge.

Sanderson Design Group, a heritage brand with over 160 years of design history, needed a suite of modern digital experiences that could serve two very different audiences: luxury consumers and trade professionals. I led the design across three ecommerce platforms: a centralised B2B Trade Hub and two B2C sites for the Sanderson and Harlequin brands. The aim was to deliver a high-end experience that felt cohesive across all touchpoints while giving each brand its own distinct visual identity.

The original platforms were fragmented, with outdated UX patterns and limited flexibility for internal teams. Trade users needed a more efficient way to order samples and manage complex projects while consumer audiences expected an intuitive and visually rich shopping experience. All of this had to be delivered through a single scalable component system, ensuring consistency, ease of development and long-term maintainability.