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Case Study

Peaky Blinders Centralised Webshop

Streamlined Merchandise Management for an International TV Phenomenon

Peaky Blinders, an internationally popular TV show produced by Caryn Mandabach Productions, sought to expand their digital presence by launching a comprehensive webshop. With a wide range of merchandise including books, clothing, drinks, games, gifts, and music, they needed a solution that would allow them to sell these products without the complexities of managing stock and fulfilling orders directly.


  • Create a centralised webshop for all Peaky Blinders merchandise.
  • Integrate with existing retailers to avoid stock and order fulfillment responsibilities.
  • Ensure the platform was user-friendly for both customers and the client’s team.

Client Overview

Caryn Mandabach Productions, the production company behind Peaky Blinders, has built a global fanbase for the TV show. Their existing website offered information and engagement for fans, but lacked a centralised platform for merchandise sales. With merchandise available through various retailers, the client required a unified webshop that could manage diverse product offerings without the logistical burdens of stock management.


To meet these goals, we implemented the following approach:

WooCommerce Integration: We set up a WooCommerce store to handle the diverse range of merchandise.

Custom Redirect Functionality: Customized the store so that purchase links directed users to established retailers for transactions.

Backend Usability: Designed the backend to mimic a traditional e-commerce store, allowing the client to easily manage products and categories without processing transactions on the site.


WooCommerce: For building the e-commerce platform.

Custom Redirect Plugins: To enable product purchase redirections to various retailers.

UI/UX Design Tools: For ensuring a seamless and intuitive user experience.

Content Management System (CMS): For easy product and category management by the client.


Centralised Hub, Effortless Management, Enhanced Launches.

The new webshop provided Peaky Blinders with a streamlined, efficient solution for managing their merchandise. Key results included:

  • Centralized Merchandise Hub: A single, user-friendly platform showcasing all Peaky Blinders merchandise.
  • Effortless Inventory Management: No need for the client to handle stock or fulfill orders, as transactions were directed to existing retailers.
  • Enhanced Product Launches: The webshop became a prominent launchpad for new merchandise, including the much-anticipated Peaky Blinders Mastermind game.

What does this mean for you?

For businesses with diverse merchandise and existing retail partnerships, a custom WooCommerce integration can provide a centralised online presence without the logistical challenges of inventory and order management. This approach ensures ease of use for both the business and its customers, driving engagement and facilitating smooth product launches.


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