The tailored suit of cycling apparel

Velobici is a high-end cycling apparel company that designs and manufactures all of their products in Leicestershire, England—proudly using only the most innovative fabrics available. To take their brand to the next level, they needed an equally innovative ecommerce platform.

The Challenge

Taking Velobici to the next level

Every product made in Velobici’s factory is the best quality when it comes to cycling roadwear — equivalent to buying a tailored suit.

“The designs are retro, but classic. They appeal to people who want to stand out while cycling without sacrificing performance,” says Founder and Director, Christoper Puttnam. “Most of our competitors do their manufacturing in Asia, but we are proudly England-made.”

Close up of hands using a sewing maching

As Velobici expanded, Puttnam and his team found that their existing ecommerce platform wasn’t working for them anymore.

“We had been using WooCommerce and Wordpress, and it was a pain to use,” says Website Content Manager, Alex Law. “The UI wasn’t very clear, stock management was a hassle, and the site became a mess of plugins and add-ons built on top of each other.”

Looking to the future, Velobici needed a platform that was easier to use and empowered them to sell their modern, high-performance products without the headaches. That’s when they found Swell.

The Solution

Replatforming for the last time

Swell’s flexible APIs, out-of-the-box features and intuitive dashboard made it easier for Velobici’s team to launch a new website.

Without the hassle of hacking external systems together, they could add new products, manage old ones and rebrand their website with ease.

“With Swell, the UI is nice and clean. And the new user interface that came out a couple of weeks ago has improved on Swell even more. That’s been a big bonus,” says Alex.

Velobici also took advantage of Swell’s flexibility to completely customize their checkout experience, reinforcing their brand image and messaging along every step of the customer’s purchasing journey.

What made Swell "the one"

  • Out-of-the-box product bundling
  • Ease of setting up new products
  • Powerful dashboard with clean user interface
  • Customized checkout
  • Neat stock management
  • Integrations like MailChimp, Klaviyo and Klarna

The Results

Growing a DTC Brand

Moving to Swell has helped Velobici to scale their business and feel confident about the future.

Setting up new products, managing inventory and launching new collections was previously a painful task for the Velobici team. But Swell’s powerful admin features and built-in apps, including popular integrations like Mailchimp, have better streamlined their operations.

Product bundling has been an especially important feature. Since cycling products are often sold as full kits, it was important for the Velobici team to be able to quickly set pricing for product bundles that made sense for their customers.

User interface of the customer cart

“Bundle sales now make up 75 percent of our revenue,” says Puttnam.

But it’s more than just increased revenue.

Without the frustrations of working with an outdated platform, Velobici can focus on bigger, important goals—like expanding their business to a global customer base, producing exciting and exceptional new designs, and becoming a carbon neutral operation by 2025.

When we made the decision to rebrand our website, we had a tight budget. For what Swell was offering compared to what Shopify was offering, Shopify was more expensive.
Christopher Puttnam, Founder and Director

A fully customizable DTC experience

Sell to retail and wholesale customers from a single storefront, or create one for each. Swell’s account-based pricing and flexible data models support selling your way.