Interactive e-commerce product customisation on a global sales platform

Website Design + Ecommerce Development + Website Development

Hrx 1

Sales on the UK HRX website for Jan-Feb 2022


Increase from the £60k generated in Jan-Feb 2021

Italian-based HRX is one of the world’s fastest growing premium motorsports racewear manufacturers. A key feature of their online market proposition is full product customisation at the point of purchase.


The Challenge

To devise and develop a UK, European and US e-commerce website for HRX, with built-in design configurator, to meet ever-growing demand for its range of customisable racewear.


Our response

Following the successful rollout of a UK, then US version of the website, followed by Italian, French and German iterations, we were subsequently commissioned to develop a series of key enhancements designed to improve the experience for both HRX and its customers.

Bespoke design, sizing and styling are a key part of the HRX e-commerce proposition, so our initial development included a built-in design configurator which enables customers to create and specify racewear to their individual style and measurement requirements.

With so many potential design configurations coming in from a global e-marketplace, we were subsequently commissioned to develop a series of significant enhancements to the core Shopify functionality, including:

  • A centralised order management app that enabled HRX to oversee the progress of every single order and design configuration across its UK, European and US platforms.
  • A product approval stage that enabled customers to approve, reject, amend or add special notes to their order.
  • A team portal where drivers can pick pre-FIA compliant-configured race suits and add/resize sponsor logos.

We were delighted that our work on this innovative website and associated web app saw us short-listed for the 2022 Drum Roses Awards.

“HRX is a great example where we have created a powerful and successful global web presence for a brand that, in turn, has led to a further series of enhancements. This was a project where we deployed our in-house development expertise to make a complex process look seamless, effortless and simple for both the client and the customer.”

Andrew Womersley, Head of Development.

Configurator V3