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About TFG London
Four of the UK's most trusted womenswear brands - served by one shared ambition
TFG London is home to Phase Eight, Whistles, Hobbs and Inside Story - four distinct premium British womenswear brands, each with its own loyal customer and its own way of expressing quality, style and confidence. They share a Salesforce Commerce Cloud platform. But their customers don't think about that. Phase Eight's customer expects one experience. Hobbs' customer expects another. Each journey should feel like it belongs entirely to that brand - and each should keep getting better over time. That's what The Commerce Team Global exists to deliver. Not a project. Not a launch. A sustained, embedded partnership that moves all four brands forward, simultaneously, every single week
The Challenge
Four brands. One platform. Infinite expectations.
Running four premium brands on shared infrastructure is both a commercial advantage and a constant balancing act. Every improvement has to serve the right brands in the right way. Every issue has to be resolved before it reaches the customer. And the pace of change in fashion ecommerce means standing still is never an option. TFG London's customers shop across Phase Eight, Whistles, Hobbs and Inside Story - and they hold each brand to a high standard. They expect to find what they're looking for quickly. They expect to pay without friction. They expect the experience to feel current, considered and worthy of the brand they've chosen to shop with. Delivering against those expectations for four brands, simultaneously, week after week, requires more than a capable development team. It requires a partner who is genuinely invested in the outcome.
Why continuous delivery is the only model that works
Fashion doesn't stand still. Customer expectations shift, technologies evolve, competitors raise the bar. A multi-brand platform that launches once and iterates slowly will always be catching up. The Commerce Team Global's model is built around the opposite -constant, structured improvement that compounds over time. Every week, every brand gets a little better. That's not a development methodology.
It's a commercial strategy.
What Changed for the customer
Better at every touchpoint
Every improvement in the programme was designed with one question in mind: does this make the experience better for the customer? The answer shows up in six ways that customers feel every time they visit.
Finding what they want, faster
Search is the starting point for most shopping journeys. A new intelligent search experience - including live autocomplete that anticipates what the customer is looking for before they've finished typing - means customers reach the right products more quickly, across all four brands. Fewer dead ends. More discovery. Better conversion.
Products that look as good online as in-store
In premium fashion, imagery is everything. A new image hosting platform was rolled out across Phase Eight, Hobbs and Whistles - delivering faster loading, higher-quality product photography that does justice to the craftsmanship and detail in each piece. Customers see what they're buying, clearly and beautifully.
A checkout that never gets in the way
Checkout is where hesitation lives. Addressing address validation, payment reliability and buy-now-pay-later visibility means the path from decision to purchase is as smooth and confidence-inspiring as possible. Flexible payment options are surfaced clearly - including Klarna on Phase Eight - so customers can choose what works for them without hunting for it.
The confidence to buy without second-guessing
Price Match gives customers something genuinely valuable - the reassurance that they're getting a fair price, without having to leave the site to check. Launched across multiple brands, it removes one of the most common reasons for cart abandonment and replaces it with purchase confidence.
An experience built for how people actually shop
The majority of fashion shopping happens on a phone. Improvements to mobile navigation, header design and responsive behaviour mean customers on every device encounter an experience that feels native to the brand - not a desktop experience that's been squeezed onto a small screen. Each brand feels right wherever it's browsed.
A relationship that extends beyond the purchase
New email templates for Hobbs and Whistles mean that the brand relationship doesn't end at the checkout confirmation. Post-purchase communications - the moments when customers decide whether to return, now feel as carefully considered as the shopping experience itself. That consistency of quality is what builds loyalty over time.
The Partnership
Not a supplier. An extension of the team
The difference between a development supplier and a genuine partner shows up in the moments that matter most - when something goes wrong, when a strategic opportunity needs moving on quickly, and when the platform needs to keep improving while the business keeps trading. The Commerce Team Global operates as an embedded part of TFG London's technology function. That means platform issues are identified and resolved before customers feel them at scale. It means strategic improvements - like a new search platform or image hosting architecture - are planned and delivered with the depth of context that only comes from sustained involvement. And it means four brands can improve simultaneously, without anyone having to choose which one gets attention this month.
Speed when it counts
Issues on a live, trading platform cannot wait for the next sprint. The Commerce Team Global resolves platform problems at pace - protecting customers from disruption and protecting the business from the commercial cost of an issue that lingers. That responsiveness is only possible because the team already knows the platform deeply.
Four brands, one joined-up view
Improvements like a new search experience or a new image platform are designed to work across all four brands simultaneously - consistent in quality, appropriate to each brand's identity. That kind of coordinated delivery requires genuine platform expertise and an understanding of what makes each brand distinct.
Always thinking ahead
The best partners don't just respond to what's asked - they anticipate what's coming. From platform health to new commercial features to emerging customer expectations, The Commerce Team Global brings a forward-looking perspective that keeps TFG London ahead of the curve rather than catching up to it.
Each brand kept distinctly itself
Shared infrastructure never means a shared identity. Phase Eight feels like Phase Eight. Hobbs feels like Hobbs. Every improvement respects the individualcharacter of each brand — because a customer who loves Whistles is not the same as a customer who loves Inside Story, and the experience should reflect that.
The Results
A platform that earns loyalty every day
The result of continuous delivery isn't measured in releases - it's measured in theexperience customers have every time they visit. A platform that finds them better products, serves them more beautifully, pays them back with confidence and makes every transaction feel effortless is a platform that earns their return.
- Product discoverability - smarter search and live autocomplete means customers find what they want faster across all four brands
- Purchase confidence - Price Match, payment reliability and flexible finance options remove the friction that turns interest into abandonment
- Visual quality - faster, richer product imagery across Phase Eight, Hobbs and Whistles means every product is shown at its best
- Brand loyalty - post-purchase communications and a consistently excellent experience build the kind of relationship that brings customers back
The Commerce Team Global have become a genuine extension of our team. Their depth of knowledge across our platforms and brands means they can move fast where it matters - and their consistent delivery gives us the confidence to keep raising our ambitions.
TFG London - Technology Leadership
Is This You?
Does your platform have a partner committed to the long term?
The brands that consistently outperform aren't the ones that launch the biggest projects. They're the ones whose platforms keep getting better - quietly, consistently, in ways customers feel even if they couldn't articulate why. If any of this resonates, we should talk.
- You're managing multiple brands and struggling to give each one the attention it deserves
- Your platform feels like it's maintaining rather than improving - reactive rather than progressive
- Platform issues reach customers before your team catches them
- You have a development partner who delivers what's asked but doesn't feel invested in the outcome
- Strategic improvements keep being deferred because the day-to-day is consuming all available resource
- You want a partner who treats your platform with the same commercial seriousness you do
