A new white goods retailer entering a market dominated by household names.
Client
Homefeeling
Sector
Home Electricals
Platform
Magento 2
Project Time
3 Months
A New Brand in a Market That Runs on Trust
Buying a washing machine, a cooker, or a microwave isn’t an impulse purchase. Customers are spending hundreds of pounds on appliances they’ll rely on every day for years. They want to buy from brands and retailers they trust: names they recognise, sites that feel established, and experiences that reassure them their money is well spent.
That’s the challenge when you’re launching a brand new white goods retailer. Homefeeling had the product range, the supply chain, and the ambition. Their brand agency had created the visual identity. What they didn’t have was a website. Or a reputation. They needed an ecommerce platform that could do the job of building trust from the very first visit, convincing customers to buy high-value appliances from a name they’d never seen before.
They came to Actuate with the designs ready and a clear brief: build a Magento 2 store that instils confidence, showcases the product range properly, and launches fast.
Trust Has to Be Designed In
When an established retailer like Currys or John Lewis sells a washing machine, the brand does half the work. Customers already trust them. For Homefeeling, the website itself had to earn that trust: through design, through information, and through every detail of the shopping experience.
We took the brand agency’s designs and built them into a Magento 2 store that was engineered for credibility as much as conversion. Every UX decision was filtered through a single question: Does this make a first-time visitor feel confident enough to spend £500 with a brand they’ve never heard of?
A UX Built for High-Value Decisions
The user experience was designed to support considered purchases, not rush them. Clean layouts, logical product categorisation, and a browsing experience that lets customers compare options without feeling overwhelmed. The checkout was streamlined for simplicity and speed, but the journey leading up to it was built to give customers space to research, compare, and feel certain before committing. For a new brand selling products in the £200–£800+ range, that balance between information and simplicity is critical.
Warranty Information Front and Centre
For white goods, warranty isn’t an afterthought: it’s a deciding factor. We built warranty features prominently into the product pages, making coverage, terms, and reassurance immediately visible rather than buried in small print. When a customer is weighing up whether to trust a new brand with a major appliance purchase, a clear warranty commitment can be the difference between adding to cart and clicking away.
Engineering Credibility from Scratch
Homefeeling had the product range, the supply chain, and the brand identity. But no website and no reputation. In a market where customers spend hundreds of pounds on appliances they’ll rely on for years, trust isn’t optional. We took the brand agency’s designs and built them into a Magento 2 store engineered for credibility as much as conversion, filtering every UX decision through a single question: does this make a first-time visitor feel confident enough to spend £500 with a brand they’ve never heard of?
Warranty information was built prominently into product pages, making coverage, terms, and reassurance immediately visible rather than buried in small print. Technical specifications were comprehensive and clearly formatted, covering energy ratings, dimensions, capacity, and programme options so customers could compare without leaving the site. The browsing experience was designed for considered purchases: clean layouts, logical product categorisation, and space for customers to research and compare before committing.
The build was completed in three months, from brand agency designs to a fully functional store ready to take orders. Homefeeling launched with a platform that looked and felt like an established retailer from day one, with the trust-building features needed to compete against Currys, John Lewis, and the other household names that dominate the white goods market.
Designed to Reassure, Built to Sell
The difference between a site that looks professional and a site that actually converts high-value purchases comes down to the details. For Homefeeling, those details were everything.
Detailed Technical Specifications
Appliance shoppers compare specs. Energy ratings, dimensions, capacity, noise levels, programme options, this is the information that drives purchasing decisions, particularly for customers who can’t see the product in person. We ensured technical specifications were comprehensive, clearly formatted, and easy to scan, giving customers the data they need to buy with confidence and reducing the temptation to leave the site and compare elsewhere.
What did this mean for Homefeeling?
Homefeeling went from a brand identity on paper to a live, fully functional ecommerce store in three months. In a sector where customer trust is everything, the new Magento 2 platform was designed to earn that trust from the first visit, giving a new entrant the credibility to compete with established high-street names.
1
A Credible Online Presence from Day One
No legacy, no reputation, no head start, just a well-built platform that communicated quality, reliability, and professionalism from the moment a customer landed on the site.
2
Trust-Building Features Where They Matter Most
Warranty information, detailed technical specifications, and a considered UX gave first-time visitors the confidence to make high-value purchases from a brand they’d never bought from before.
3
A Scalable Foundation for Growth
Magento 2 gave Homefeeling a platform that could grow with the business, capable of handling expanding product ranges, increasing traffic, and evolving commercial requirements without needing to start again.
