EP356: The Secret To A Heritage Brand’s Digital Rebirth: How John Smedley Used Technology To Modernise Without Losing Its Soul

<p><strong>Replacing An Entire Tech Stack - John Smedley’s Migration Journey From Magento to Centra.</strong></p><p>Most brands are afraid to overhaul their legacy systems for fear of losing their identity but John Smedley’s story proves that a strategic replatform can elevate a storied heritage brand without diluting its uniqueness. </p><p>Our guest, Jamie Austen, is the Head of Ecommerce Operations at John Smedley, who has been the driving force for transforming a 240-year-old British heritage icon into a digitally agile, premium experience without sacrificing its timeless appeal.</p><p>Jamie explains how they navigated the complex journey from Magento to a headless, customer-centric architecture on Centra, building a stronger foundation that drives commercial results and sharpens brand storytelling.</p><p><u><strong>Chapters:</strong></u></p><p>[00:30] — Intro: John Smedley’s move from Magento to Centra</p><p>[05:30] — Managing a lean team through a large replatforming project.</p><p>[09:00] — Building the business case for modernising the tech stack.</p><p>[12:00] — Working with LimeSharp and phasing the build.</p><p>[15:15] — Rebuilding the wider tech stack around Centra.</p><p>[25:10] — Choosing Dato CMS and improving content management.</p><p>[29:00] — Impact on the internal team after launch.</p><p>[32:30] — Centra wholesale/B2B plans and adoption considerations.</p><p>[38:30] — Challenges and lessons from the replatform.</p><p>[42:45] — Future priorities: loyalty, in-store connection and digital gift cards.</p><p><strong>What drives a heritage brand like John Smedley to completely rethink its tech stack? </strong></p><p>Jamie explains how market change, technical debt and the need for agility pushed them to embrace innovation while safeguarding their rich history. </p><p>You&#39;ll discover the key decision points:</p><ul><li>Shifting to a flexible, headless setup with Centra</li><li>Replacing legacy platforms with tools like Voyado Elevate and Engage</li><li>Creating a seamless, multi-channel customer experience that balances tradition with modernity.</li></ul><p><br></p><p>We discuss the internal dynamics of managing a lean team through a complex transition, the importance of ruthless prioritisation during launch and how a strong partner, both technically and culturally, is essential. </p><p>Tune in for insights into:</p><ul><li>Overcoming internal resistance</li><li>Centralising the customer experience</li><li>Building a future-proof stack that supports personal relationships, wholesale channels and international complexity.</li></ul><p><br></p><p>If you’re contemplating a replatform or curious how strategic tech choices can preserve brand equity while unlocking new opportunities, this conversation offers proven lessons, practical frameworks, and inspiration to move confidently into the future.</p>