The online shop of the Dickinson’s Real Dealer Alys Dobbie.

The Client

Nanadobbie was founded in 1999 by Alys Dobbie and her Father. Over the years, it has grown from a market stall in Spitalfields Market, to shops in Cornwall, London and Brighton, before moving the business entirely online at the beginning of 2015.

As well as having a first class honours in Furniture restoration, Brighton-based Alys Dobbie has featured in numerous high-end publications and won prestigious awards such as Antiques Young Guns ‘Judges Choice’ and ‘Mid Century Shop of the Year’.

Alys’ continued success and notoriety ended up landed her an on-screen role as a dealer on Dickinson’s Real Deal, as well as being the South East UK Agent for The Antiques Diva. This is something we were keen to capitalise on throughout the site.




The Brief

Alys’ burgeoning media career was taking up more of her time, meaning she had to re-evaluate her business and took the decision to move the whole operation online.

As well as requiring an eCommerce website design, she also needed an internal management system, fully API integrated, that would take care of complex antiques shipping processes and manage inventory whilst being extremely user friendly. Visually, she wanted us to deliver a simple, clean and easy to use website that was also mobile friendly to showcase and sell her antique furniture online.

See live site

Website Design

The ‘shop’ was image rich, featuring a vast range of antique products. We decided to put the products front and centre, paring back on additional design elements to avoid any unnecessary distractions.

We also focused a lot of attention on Alys’ impressive resumé of press coverage, awards and collaborations. This enabled us to represent the extent of her expertise and experience across the site, which we built in Magento.

Website Development

As the shop front for both products and services offered by Nanadobbie, the user-friendly Magento Content Management System (CMS) was absolutely key in ensuring the website could be easily maintained and updated by Alys and her team. Whilst Alys’ preference was for us to develop in WordPress due to familiarisation, we made the argument that Magento offered more functionality that would help her significantly in the long-term as her online sales grew.

We integrated an international shipping plugin, which automatically calculated delivery costs and managed the dispatch process directly with a world leading courier service.

Ecommerce sales were automatically run through sage accounting software via a previous Sage integration. This automated the whole process whilst removing the possibility of re-capturing errors.


The site was developed to be SEO ready. We now manage this on a rolling contract, increasing web sales by over 400% in less than six months from launch, when compared with the same quarter in the previous year.