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Brand-name housewares supplier hopes to increase US, Amazon presence with Fluid appointment

The Rayware Group

Housewares supplier The Rayware Group has appointed ecommerce agency Fluid Commerce to develop the performance of its brands’ websites.

Based in Liverpool, The Rayware Group designs and develops kitchenware, glassware, tableware and cookware products, which it sells to businesses and directly to the public. Its portfolio of household-name brands includes Kilner, Mason Cash, Typhoon, Viners, Price & Kensington and Ravenhead.

Manchester’s Fluid Commerce will work with The Rayware Group’s team to support the functionality and performance of its four B2C websites, as well as developing the company’s main B2B website that sells to department stores, independent cook shops, garden centres and gift shops.

All five sites are built on the Adobe Commerce ecommerce platform.

Sean Kelly, digital marketing manager at The Rayware Group, said: “We selected Fluid Commerce as our ecommerce agency due to the extensive knowledge they have of Adobe Commerce and its advanced features and functionality.

“There’s lots of things we’re looking to do with our ecommerce sites, and we’re excited to work with a fellow North West company that will give us feedback and recommendations on how to improve our websites as well as supporting us with AI, integrating our online stores with Amazon and establishing a greater presence in the US.”

Adam Hindle, MD of Fluid Commerce: “The Rayware Group offers Fluid an exciting opportunity to work on an expansive range of B2C brands as well as the central B2B site. Our relationship will really showcase the skills of our team and the flexible capabilities of the Adobe Commerce platform, and we’re looking forward to a long and successful partnership.

“With many of The Rayware Group’s brands already well-known household brands, it’s going to be an exciting time ahead as we work to improve the user-experience and functionality of the sites and also support the company’s goal of making a bigger splash in the United States of America.”

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