Retail & e-commerce;


What we did

George Smith are manufacturers of high quality furniture mostly made to order and seen in the top hotels and private residences the world over. They have a highly customised website allowing users to build their own products on the site, this functionality is particularly popular with interior designers and specifiers who order products on behalf of their clients.

Over time the ordering options on their website had been added to and a review of their UX highlighted the fact that it was becoming cumbersome.

Following a full review of the clients site from a UX perspective, taking into account all their different customer personas the Allies Group set about creating downloadable product specification sheets so prospective customers could compare products and share product details with colleagues off line.

Since then we have gone on to make numerous interventions to the client’s site to ensure it performs at its best all the time.

As a global luxury brand with operating a B2B & B2C website with eCommerce, we are a challenging prospect and looked thoroughly for a company we could trust with this important task. Allies Group stepped up to the challenge where others would only consider a rebuild and they have been great to work with. The team have taken the time to understand our needs, guide us where required and have found solutions to a wide range of issues.

This was not an easy task (and is ongoing), but the friendly team are a pleasure to work with and they are now long term partners who we look forward to growing with.

Jim Athey
UK Managing Director

George Smith Pre-Loved


Allies Group has built a strong and successful relationship with British luxury furniture makers, George Smith of London. Working closely together for a number of years has given Allies Group the opportunity to fully understand the brand’s work, its ambitions and clientele.

George Smith creates luxury, bespoke upholstered furniture for prestigious projects across the world, its work dubbed the ‘antiques of tomorrow’ thanks to the high quality build standard and the love and care which goes into the making of each piece.

The brand’s global reach is growing rapidly with a number of high profile clients. Earlier this year, the great and good of Hollywood were spotted relaxing on George Smith furniture, after it was chosen by designers to fit-out the Vanity Fair Oscar party,

As part of this ongoing relationship, Allies Group consulted with and advised George Smith about the development of a Pre-Loved scheme as a way to breathe new life into treasures which were no longer needed and perhaps looking for a fresh start.

Under the Pre-Loved banner, pieces of furniture which have graced its exclusive Kings Road showroom, appeared in TV dramas or on photoshoot sets or have been created as sample designs or exclusive prototypes, can be sold worldwide, directly to the public.

A second phase of the project, a buy-back scheme, will launch later this year, allowing clients who may be looking for a change the opportunity to sell their used pieces back.

In the current climate, the demand for Pre-Loved furniture is bigger than ever, as consumers move away from cheap, throwaway fast furniture. Instead, more and more clients are looking for sustainable options which can last decades.

George Smith utilises superior materials and offers a 25-year frame guarantee, setting it apart from most manufacturers and making it the perfect choice for anyone looking to help the environment.

Inspired by the current circular economy trend, built around the concept of five Rs – reducing, reusing, refurbishing, repairing and recycling – the Pre-Loved and Buy-Back sections of the website are set to reap sustainable and financial rewards.

Clients can shop with a clearer conscience, knowing they are helping the environment by ensuring previously unwanted furniture is not thrown straight into landfill but can instead be used to generate additional income.


George Smith coordinated with Allies Group to bring the Pre-Loved section of their website to life. Together we specified the designs and user journeys, integrating the Pre-Loved section within the existing e-commerce functionality. This allowed specifiers and customers to quickly and securely purchase one-off bespoke products at a discounted price. The relationship between Allies Group and George Smith allowed for the Pre-Loved section to be seamlessly implemented to provide a beneficial solution for their business.


The result of the Allies Group’s design, development and implementation of George Smith’s Pre-Loved section will allow the brand to enhance its products old and new, while improving the firm’s sustainability and financial performance.

The Pre-Loved section provides another option for customers to explore George Smith’s personalised and luxurious indoor and outdoor furniture pieces, alongside its extensive catalogue of fabrics and leathers.


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