Gray Nicolls
Shopify Plus Design & Development
The Challenge
Gray Nicolls, one of cricket’s most prestigious equipment manufacturers with over 160 years of heritage, faced the challenge of modernizing their digital presence while honoring their legendary status in the sport. Their existing platform struggled to serve the diverse needs of professional cricketers, club players, and cricket enthusiasts worldwide.
The brand needed to showcase their extensive range of cricket equipment while educating customers about the technical specifications that make their products the choice of international cricket stars. With complex product variations and the need to serve both professional and amateur markets, their platform required sophisticated functionality.
Key challenges included complex product customization for cricket bats, managing extensive size and specification variations, poor mobile experience for on-the-go cricket enthusiasts, and difficulty communicating their heritage and professional endorsements effectively.
Our Solution
Cricket Heritage Design
Created a sophisticated design that celebrates 160+ years of cricket heritage while providing modern functionality. Integrated iconic cricket imagery and professional player endorsements throughout the experience.
Professional Equipment Configurator
Developed advanced bat customization tools with weight, handle, and grip options, plus equipment recommendation systems based on playing style and skill level.
Multi-Level Player Platform
Implemented intelligent user pathways serving professional cricketers, club players, and beginners with tailored product recommendations and technical specifications.
Championship Features
Pro Player Endorsements
Equipment Care Guides
Team Bulk Orders
Heritage Timeline