English Braids

Exchequer - ERP Integration


English Braids, a privately-owned UK-based manufacturer of ropes, cords and braids appointed Magium to implement a B2B website to provide the business with a solid platform for growth. The new website’s aim was to showcase and provide details on English Braids’ wide range of products.

Additionally, the site was developed to improve effectiveness of online marketing capabilities. Magium recommended Magento 2 for the build to lay solid and future-proofed foundations for the company’s online growth.

Client: English Braids

WebSite: www.englishbraids.com

Comprehensive & on-brand

One of the main aims of the Magento 2 website was to portray the features and quality of English Braids’ products. The plethora of uses for the industrial ropes needed to be both standardised enough to create a seamless user experience and content-rich to explain their purpose, including product selectors and downloadable brochures. The website design needed to reflect the brand’s core values and present English Braids’ capabilities and products to their full effect. The design blended the heritage of the brand and yet was slick and modern to appeal to their core customers.

Our Solution

Through an initial Discovery Phase the Magium team worked closely with English Braids to understand their business objectives and future goals to be able to deliver a solution tailored to their needs. The new Magento 2 website needed to be easy to navigate for the varied customer audience, while keeping the web design and user experience aligned with the brand guidelines.

The website was launched in time to support English Braids’ marketing activities around METS Trade, the world’s largest trade exhibition of marine equipment, materials and systems, where English Braids exhibit in the superyacht section.

Magium’s project team devised a strategy to deliver a website that met English Braids’ needs. Our certified Magento developers built a Magento 2 solution and tailored the functionality to provide English Braids’ diverse audiences with relevant and easily accessible information.

The platform used to build English Braids’ website needed to become a catalogue showcase for products with a view to integrate it into English Braids’ Exchequer ERP system and provide scope for business expansion and potentially making the website transactional in the future. Magento 2 is a powerful product able to provide rich features right from day one but also giving the ability to enhance the platform through the use of extensions or custom development.


The English Braids website was delivered as a phased project. Phase one included a brochure site designed to enable the business to market their versatility reaching audiences as diverse as those looking for string for blinds up to suppliers of superyachts who need rope to moor the yachts. To translate the strength, design and reliability of the variety of products English Braids manufacture, the homepage banner included an auto-play video showcasing the uses for the ropes.

Custom product attributes were added to the product pages and used in layered website navigation to provide product filtering on the product listing and search results pages. Magium’s developers used Magento’s simple and configurable product functionality to showcase the different rope diameters, lengths and colours. The technical product information is offset with branded product videos, showcasing the use and quality of the products. English Braids’ customers are able to download a brochure for each of the products and find a dealer based on their location on an interactive Google map.

Having built the website on Magento 2 platform provided English Braids with the scope for expansion. After the catalogue showcase of English Braids products has been implemented, phase two will enable the website to become transactional in line with the company’s online business growth plan. Magium developers will create a secure integration with Exchequer to ensure smooth user experience and back-end workflow for English Braids.

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