Who we build for.

WBD’s e-commerce experience started behind the counter. Always Riding — the D2C cycling boutique we founded in 2008 and sold in 2018 — was a five-language Magento store, and for a long stretch the UK home for brands like PAS Normal Studios, Café du Cycliste and ORNOT. Then three years as consultant e-commerce directors for Above Category in Sausalito.

Now the work sits on the other side of it: Pegoretti’s commission site in Verona, Regroup’s store and bespoke bike-fitting software in Tempe, the naming and copy for 7mesh’s Guardian series, the Sarto Raso launch, Gravaa. We know the season, the margins, the sizing arguments, and why nobody in this trade is well served by a stock theme. The work is here.

A hand-built guitar and a bespoke frame are sold in nearly identical ways. Wood choice instead of tube set. A finish list instead of a paint wall. A wait list either way, a maker’s name on the headstock, and a buyer who reads everything twice before committing several thousand pounds.

The faults rhyme too: a configurator that makes something hand-made feel like ordering a fridge, photography that can’t show the grain, “contact for price” standing in for confidence. Our published work is cycling — read it as evidence of the method rather than the market, because the method is the part that transfers.

Further up the spec sheet, same shape of sale. Channel counts, conversion, latency, what’s actually in the box, why the boutique piece costs four times the mass-market one. These pages have to satisfy a skim and a deep read at the same time, and treat an expert as an expert without shutting out the person buying their first serious bit of kit.

If the sale depends on someone understanding what went into the thing, the job is recognisable to us and the work travels. Where we’d say no is a business whose advantage is price or speed — that store should be quick, cheap and templated, and we’d be the wrong studio to build it.