A leading supplier of chromatography and mass spectrometry consumables, training, and technical support, serving laboratories across the UK and Ireland.
Frontline Safety – Ecommerce case study
Founded in 2003, Frontline Safety UK is a key player in the safety equipment and solutions industry, dedicated to protecting workers across various high-risk industries through high-quality products, comprehensive training, and expert consultancy services.
The Challenge
SixBySix have been key, long-term partners with Frontline Safety, having provided ongoing consultancy and development over more than a decade. This involved initially implementing an ecommerce store on Magento 1, with multiple custom requirements and integrations critical to business operations, then migrating the site to Magento 2 / Adobe Commerce, and continuing to play an integral role in driving growth ever since.
As the business caters to B2B primarily, our development team has worked with the Frontline Safety team to ensure the buying experience for customers is similar to a B2C website, with an intuitive user journey, online payment methods and helpdesk features on desktop and importantly on mobile.
Our Approach
Our work with Frontline Safety has developed across distinct phases, each building on the last. The relationship started on Magento 1 before we migrated the business to Magento 2 / Adobe Commerce, which formed the foundation for everything that followed. From there the focus moved to growth, covering search, SEO and the content experience. More recently we have led a significant modernisation of the frontend and payment infrastructure to keep the platform moving forward.
We commenced each phase with an in-depth discovery with Frontline Safety’s ecommerce team to understand their pain points and priorities before work began. For the Adobe Commerce migration, that process gathered the following requirements:
- Improve search to enable quick discovery of products and adding to cart
- B2B features to allow customers to place purchase orders and request cart quote
- Custom catalogue pricing by customer
- Advanced search with auto-suggest and dynamic filters
- Product configurators for products like Multi-gas detectors
The Outcome.
Through the responsive, user-friendly platform and the enhancements implemented by our team, we have seen Frontline’s ecommerce conversion rate increase by 49.27% and their overall online revenue increase by 65.4% compared to the previous year.
Our long-term partnership with Frontline Safety has transformed their ecommerce experience, making it more intuitive, responsive and efficient for their B2B customers. The continuous collaboration across strategy, development, performance and integrations has not only enhanced the user experience but driven significant and sustained growth across the business.
Key projects
Hyvä Frontend Theme & Hyvä Checkout
To modernise the frontend architecture and improve site performance, we led the implementation of the Hyvä theme and Hyvä Checkout across Frontline Safety’s primary storefront. Frontline Safety operates a multi-store Magento installation, which meant the new Hyvä storefront had to coexist alongside another store still running on the legacy Luma theme – requiring careful architectural planning to ensure stability across the board.
We began with a thorough discovery phase, reviewing compatibility across third-party extensions and custom modules before any build work began. Several components required refactoring to align with Hyvä’s lightweight architecture and layout structure, and the checkout was rebuilt using Hyvä Checkout to deliver a faster, more streamlined purchase experience. The result was a dual-theme setup where the Hyvä storefront operates independently without impacting other storefronts, shared backend logic continues to function correctly, and the existing Luma-based website remains fully stable. The implementation delivered significant improvements in site performance, usability and Core Web Vitals.
Mollie Payment Integration
We modernised Frontline Safety’s payment infrastructure by replacing their legacy payment methods with the Mollie payment gateway, introducing a more flexible and secure payment stack better suited to their growing customer base. As well as supporting traditional payment methods, the integration enabled wallet-based options including Apple Pay and Google Pay – bringing the checkout experience in line with the B2C standard that Frontline Safety’s B2B customers increasingly expect.
Advanced Search Implementation
To help customers find products faster and get to checkout with less friction, we implemented advanced search with auto-show results and fuzzy search with synonym matching. We also added dynamic filters and faceted search options, allowing users to refine their search results based on product attributes and relevant CMS pages.
Custom Extension Development
We developed several custom extensions to enhance Adobe Commerce functionality, including features for RMA (Return Merchandise Authorisation) and quote building. The RMA feature allows customers to request returns directly from their account dashboard, providing clear instructions and options. The result was a cleaner, more self-sufficient returns process that reduced manual handling for the Frontline Safety team and gave customers clear visibility throughout.
Redesign and Migration of Blog
Our frontend and backend development team worked together to redesign and migrate Frontline Safety’s blog from WordPress to Magento, focusing on maintaining SEO value and enhancing user engagement. We preserved SEO settings and URL structures with 301 redirects to maintain search engine rankings. Content migration was carefully managed using a combination of automated tools and manual reviews, ensuring accuracy in transferring images and metadata. The new blog design was custom-built to align with their brand and works across all devices, with no loss of rankings during the transition.
Brand Page Designs
We designed custom templates to give brand pages a clean, brochure-like appearance, featuring a grid layout for brand logos and dedicated sections for brand information and featured products. Each brand received a dedicated listing page optimised for performance and SEO, making it easier for customers to find and explore brand offerings.
SEO Friendly Catalogue and Category Restructuring
To optimise the catalogue and improve navigation, we conducted workshops with Frontline Safety to understand their product range and customer needs. We reviewed existing categories and identified areas needing cleanup or restructuring. This restructuring made URLs more SEO-friendly and improved site crawling for search engine bots.
GA4 Issues and Data Tracking
We resolved issues with Google Analytics 4 (GA4) that were causing inaccurate tracking of categories and purchase data. By ensuring reliable data analytics, we provided Frontline Safety with the insights necessary to refine their marketing and sales strategies effectively.
