The Project
Heirloom Linens, a well-loved retailer based in Victoria’s Broadmead Village Shopping Centre, came to us with a digital dilemma. Their online store—once a pioneer in its space—had grown clunky, outdated, and increasingly ineffective in driving sales. Without modern e-commerce features like secure payment processing and a responsive design, the site struggled to meet customer expectations, especially on mobile devices. As online sales declined by an average of 10% annually, the need for a comprehensive overhaul became urgent. Radar Hill partnered with Heirloom Linens to design and develop a fully modern, customer-friendly online shopping experience that would not only reflect the quality of their products and service but also help them compete against national and international retailer
Happy Clients
2nd generation owner Kristen Stannix (center) with previous owners Joan and Bob - Mom and Dad
Services Utilized
- Strategic Discovery & Planning: We worked closely with the team at Heirloom Linens to understand their audience—particularly less tech-savvy customers—and define a design strategy grounded in simplicity, familiarity, and elegance.
- Custom Web Design & Development: A light, tactile design was created, featuring subtle fabric patterns and punchy accent colours, striking the right balance between style and usability.
- Mobile-First Responsive Design: The new site was built to look and perform beautifully across all screen sizes, from smartphones to large desktop monitors.
- Simplified Product Navigation: With hundreds of options for size, pattern, and colour, we streamlined the selection process using intuitive, clickable buttons that keep the shopping experience smooth and frustration-free.
- Secure E-Commerce Integration: A custom shopping cart and updated payment security protocols ensured that transactions were not only seamless but safe.
- Enhanced CMS Functionality: The new content management system is linked to their in-store POS system. Inventory is updated in real time.
- Search Engine Optimization: Product schema and tailored metadata were implemented to improve search rankings and drive organic traffic.
- Ongoing Collaboration: Our work with Heirloom Linens continues year-round, with 6–10 site updates annually to implement new features and innovations.
Results
The new Heirloom Linens immediately got more sales. As the pandemic unfolded, the site realized record sales month over month as people moved online for their purchases. The website is a polished, intuitive, and highly functional e-commerce platform that reflects the brand’s values and aesthetic. Customers can now browse effortlessly, select from a massive range of products with ease, and enjoy a seamless checkout experience—all while feeling a deeper connection to a trusted local business. Online sales have stabilized, customer engagement has improved, and the team now has the tools they need to grow. With regular updates and ongoing collaboration, the site continues to evolve and gain customers.
“Our old website was inefficient, and not up to the standards required by a modern business. We knew things needed to change, and thankfully Radar Hill were able to step in and transform our web presence. The most important factor in our decision to go with Radar Hill was that we wanted to work with someone who understood our business, and really understood how the website building process worked. The real game changers for us has been the features that Radar Hill installed on our website. Our new website was easy to use, with a number of helpful features, meaning we were able to grow our online sales numbers hugely and position our business for future success. And because of our website, we were able to handle the increased online orders due to the Covid-19 pandemic. Working with Radar Hill has been a pleasure. Particularly, how easy they are to reach and how quickly they respond, as well as the concise and helpful way they communicate information. All of this makes it easier to make decisions, and to ensure our website is helping our customers. Radar Hill has been a terrific asset for our business, and we are delighted with the relationship we’ve developed with them. If I had to do it again, I would choose Radar Hill every time.”
Bob Ianson