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“Centra is a good fit because so fashion logic is native functionality. It allows us to think about D2C and wholesale within one ecosystem, rather than treating them as separate worlds.”
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ABOUT THIS EPISODE:
Replacing An Entire Tech Stack – John Smedley’s Migration Journey From Magento to Centra.
Most brands are afraid to overhaul their legacy systems for fear of losing their identity but John Smedley’s story proves that a strategic replatform can elevate a storied heritage brand without diluting its uniqueness.
Our guest, Jamie Austin, is the Head of Ecommerce Operations at John Smedley, who has been the driving force for transforming a 240-year-old British heritage icon into a digitally agile, premium experience without sacrificing its timeless appeal.
Jamie explains how they navigated the complex journey from Magento to a headless, customer-centric architecture on Centra, building a stronger foundation that drives commercial results and sharpens brand storytelling.
Key discussion threads:
- [00:30] — Intro: John Smedley’s move from Magento to Centra.
- [05:30] — Managing a lean team through a large replatforming project.
- [09:00] — Building the business case for modernising the tech stack.
- [12:00] — Working with LimeSharp and phasing the build.
- [15:15] — Rebuilding the wider tech stack around Centra.
- [25:10] — Choosing Dato CMS and improving content management.
- [29:00] — Impact on the internal team after launch.
- [32:30] — Centra wholesale/B2B plans and adoption considerations.
- [38:30] — Challenges and lessons from the replatform.
- [42:45] — Future priorities: loyalty, in-store connection and digital gift cards.
If you’re contemplating a replatform or curious how strategic tech choices can preserve brand equity while unlocking new opportunities, this conversation offers proven lessons, practical frameworks, and inspiration to move confidently into the future.
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