How parallel moved Surrey Cricket Club from a platform holding them back to one driving them forward.
Surrey Cricket Club were running their retail operation on a platform that was actively holding them back. Inflexible merchandising, limited development potential, and a system that could not keep pace with the ambitions of one of the UK's most recognised cricket clubs. They needed a partner who could move fast and get it right.
The detail
Two things made this project more complex than it looks on paper.
The first was the product data. Years of different product owners had left the Jonas Sports catalogue in poor shape. Inconsistent structures, unclear naming, and logic that only made sense if you had been there from the start. We unpicked it, restructured everything, and brought it into Shopify cleanly, in a way the Surrey team can actually manage going forward.
The second was print on demand. Surrey's POD providers do not have a native Shopify integration, so we built a custom export process that routes orders to those providers on demand. No manual intervention required.
The result
Orders are up over 300%, with conversion climbing from 1.2% to 4.3% in the first months post-launch, alongside strong customer feedback.
But the result we are proudest of is simpler than any metric: the Surrey team are in there every day, adding products, making improvements, working towards their goals, without the platform getting in the way. That is what a good migration looks like.
The move is a migration. The club is part of how we work in London.
