Graham & Brown

A Headless Solution that Deserves a Crown


Graham & Brown is a British interiors lifestyle brand founded in 1946 by two boyhood friends, Harold Graham and Henry Brown.

From humble beginnings the business grew quickly, to become one of the leading wallpaper manufacturers in the UK with customers and divisions across the globe. Graham & Brown were online from the late 90s, but really began to develop its online DTC presence and widen its interiors product offer from paint, custom products and soft furnishings in the last decade – utilising the reputation of its brand. 

Today, Graham & Brown operates a state-of-the-art digital factory run on renewable and are world renowned for their strong brands and high-quality products. The company operates divisions in the UK, US, Europe and China and sells its products in over 70 countries worldwide with a team of over 300 employees.



  • Moving from a SAAS solution to Headless, from SFCC to BigCommerce
  • Enable a more agile headless to be manageable from cross functional teams within the business
  • Provide a cost-effective implementation, as well as reducing overall total cost of ownership


  • Limitations with third party integrations
  • Creating custom codes where there were gaps



The Commerce Team Global were able to leverage their expertise with multiple commerce solutions to migrate Graham & Brown from Salesforce Commerce Cloud (SFCC) to BigCommerce with speed and agility and also implement:

  • NextJs - Storefront experience
  • Vercel - Hosting Solution
  • Contentstack - content management using APIs on Nextjs
  • Klevu - Search and Merch as well as feed solution provider
  • Deliver bespoke customisation for specific product ranges
  • Taxjar - Taxation solution
  • Bloomreach - email marketing
  • Merchstack - categorisation and handling of localised category paths.
  • Global-e - Worldwide Cross Border solution to support international sales
  • Migrate all existing customer information

Overall, the solution was designed to provide a truly headless solution, enabling modular management that created more flexibility and agility for the business team.


  • 22% increased conversion rate
  • 7% higher AOV
  • 27% increased page views per session
  • Website performance is 95% faster than previous SFCC site
  • Business operations are far more efficient

Kalpesh Patel, The Commerce Team Global:

"It has been a great learning curve for the team supporting this implementation and we are delighted to have been the partner of choice on this complex headless solution. We enjoy a challenge and have delivered against all the objectives set in the brief. The impact particularly with site performance is incredible and we are so pleased for Graham & Brown’s successful outputs."

We were delighted to partner with The Commerce Team Global... Our complex build spanned two domains, including multiple languages / currencies and custom-configuration, make-to-order product types.

The Commerce Team Global were able to manage these challenges and deliver...

We are thrilled with the outcome and confident that we now possess the fast, agile, and adaptable platform needed to achieve our ambitious growth targets


Mike Berry - Head of E-Commerce, Graham & Brown


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