Soho Lighting

Wanting to create an aspirational experience for their customers, we built Soho Lighting a Magento 2 store with a boutique feel.


  • Design & UX
  • Magento 2 Development
  • System Integration
  • Custom Module Development
  • Ongoing Support
hanging light bulbs

The Background

Born from exasperation at the lack of high quality but affordable lighting available in the UK, Soho Lighting’s passion is designing and sourcing beautiful lighting to create inspiring spaces at a sensible cost.

The Brief

To create a new eCommerce experience to inspire their customer base. Soho needed a scalable website to compete with high-end competitors, paired with offering a boutique shopping experience.


  • High end - aspirational aesthetic
  • Quick Buy
  • Abandoned Carts
  • Inventory Management Integration

The Approach

To use Magento 2 to create an aspirational eCommerce store with a boutique feel, striking a balance between a beautiful aesthetic and great functionality.

soho lighting banner
ipad mock up of magento site


The sites user journey was carefully planned and thought out, due to the style and nature of the layout. We had to be mindful when using large scale imagery and strategically placing CTA’s to encourage the user to flow seamlessly through the site and onto the checkout.

ux for ipad magento


Reflecting their high end product range was the main focus point of Soho’s design. To reflect their target market, we used a monochrome colour palette to accentuate the product images. To keep on the theme of elegancy we used a traditional serif typeface for the display type and then a clearer simple type for the body. Where possible on the site, we used large scale product imagery to aid the user, alongside aspirational images with the products in situ. The use of whitespace, helped to give visual balance and layout continuity throughout the site.

"For us, the most valuable part of The SoHo Lighting Company is our brand. Big Eye Deers were able to truly understand our needs and create a website that really represents everything we stand for. We are a high end brand in the lighting market and wanted to make sure we got that across straight away. The layout, colours and overall feel of our website does this perfectly."

Lee Stannett Director, The SoHo Lighting Company

Informed Purchasing

With a wide range of similar products on offer, it was important to provide users with clear methods of navigation. Carefully planned product attributes and groups allowed us to use the product data to provide clear navigation, user-friendly facets on category pages and advanced search functionality. All of these give the user the ability to quickly drill down to only the most relevant products for them.

magento store on ipad

Quick view functionality was added to all product grid areas such as categories and search results. Users are able to quickly compare more detailed product information without navigating to a new page.

Stripped back product pages allow the imagery to take center stage, backed up with comprehensive product descriptions. Related, cross-sell and upsell product areas were used to promote alternatives at key areas, providing customers with a fluid journey through the product catalog.

homepage screenshot magento store
homepage screenshot magento store magento category magento filters

Customer Retention

Abandoned cart emails were added to entice what would have been lost sales back to the site to complete a purchase. The emails are fully automated to send at specific intervals after a customer has left the store without completing a purchase.

Fully Integrated

To make order fulfillment straight forward we worked closely with Soho’s chosen fulfillment provider to great a seamless link between Magento and their system. All order data and product inventory is regularly transferred between the two systems.


Magento is the leading solution for eCommerce, and we’re specialists. Magento is easy-to-use, completely customisable and endlessly scalable.

Header Image


We offer custom web development services for any requirement. Manufacturing from scratch, we deliver a project entirely tailored to your needs.

Header Image

Working with brands nationally from our offices in Cardiff and Cornwall, our tenacious team of designers and developers deliver sophisticated results every time.

It looks like you're offline - You can visit any of the pages you previously have