Tryzens enhances Liberty London’s digital presence with website design overhaul


About Liberty London


Born in 1875 from the adventurous and disruptive spirit of Arthur Lasenby Liberty, the brand has remained true to its heritage and become famed for its print, fabrics, and design. The iconic Regent Street store brings together the world’s leading premium and luxury brands and houses them alongside its own Liberty London collection.

As an iconic British retail brand with globally-renowned heritage, Liberty London is synonymous with the city that’s home to its flagship store and driven by a sense of discovery.

To match the experience and ethos of its famed West End department store, Liberty London understands that its online presence must emphasize customer service excellence and a rich array of choice. To fulfil greater potential, the brand embarked on an expansion of its digital commerce capabilities.


  • NBusiness analysis
  • NCustom UX & UI design
  • NWebsite development & implementation
  • NConversion rate optimization
  • NTechnical SEO
  • NOn-site delivery, support, & training

Commerce Platform


120%increase in revenue

142%increase in mobile transactions

37%increase in conversion rate

Salesforce Commerce Cloud


The brief

In a move to embrace its significant global recognition, Liberty London upgraded its investment in ecommerce, leading to the implementation of Salesforce Commerce Cloud.

Tryzens has been supporting the digital growth strategy of Liberty London since partnering in 2016, focusing on continuous optimization, experimentation, and incremental growth.

Tryzens works with Liberty London to enhance their ecommerce capabilities, improve and evolve the customer experience to keep pace with customer expectations, and expand their reach in both domestic and international markets.

As Liberty London continues to navigate the dynamic landscape of ecommerce, Tryzens is committed to identifying areas of optimization through the evolution of the brand’s digital architecture.

The solution

Since the beginning of our partnership, Liberty London has gone through multiple iterations and optimisation efforts to maintain their position as a digital commerce leader and innovator.

Major milestones include the redesign and replatform to Salesforce Commerce Cloud’s mobile-first version, Storefront Reference Architecture (SFRA), enabling them to streamline their internal processes and take advantage of the latest features to deliver deeper personalized experiences.

Through the delivery of an omnichannel approach, Liberty London customers gain access to a suite of services and events. They’re able to book one-on-one style appointments, discover beauty events, and book unique store experiences.

The creation of Liberty London’s blog, Inspiration, is a hub of insight that engages customers with rich content ranging from fashion and beauty to crafts and culture.

These value-added services and content are a crucial development for the brand, because while its products remain at its core, Liberty London is an experience brand, providing unique services and events in collaboration with their network of luxury brands and services.

Key integrations

“Tryzens brought in a not just a fresh set of eyes, but a commitment and enthusiasm to help introduce some immediate benefits, a good foundation for the next stages in developing a robust roadmap geared towards meeting Liberty London’s objective to drive sales online over the next few years. The initial focus with a stable and efficient platform has been to deliver a smooth customer experience, leading to an increased repeat business and uptick in sales.”

Martin Draper

CTO, Liberty London

“We have been working with Tryzens for years, so it was only natural that we wanted our trusted partner by our side as we embarked on an ambitious digital transformation project. We started with ambitions to go live by a pinpointed date, and Tryzens certainly delivered on their promise.

“The new look and feel represents a new chapter for Liberty and the new technology allows our team to streamline processes so that they can focus on the customer and working towards innovation.”

Martin Draper

CTO, Liberty London

Site features

The results

Increased conversion and user engagement

One of the most important benefits of Tryzens’ work has been to enable Liberty London’s website to support planned growth, ensuring it is flexible enough to enable the retailer to quickly adapt to changing demand and simplify enhancements based on measured variables and KPIs.


increase in revenue


increase in mobile transactions


increase in conversion rate