Imaginaire & Parkside Architectural Tiles

Setting a new standard for B2B ecommerce in commercial tiles

We’re delighted to share that our work with Parkside Architectural Tiles has been shortlisted for Best B2B Ecommerce Website of the Year at the Digital Excellence Awards.

The nomination recognises a project that set out to improve how commercial tiles are discovered, researched and specified online. Working closely with the Parkside team, we designed and developed a new ecommerce platform that better reflects the needs of architects, designers and contractors who rely on quick access to product information and samples when planning projects.

For our team at Imaginaire, being named a finalist is a proud moment. It recognises the strategic thinking, design expertise and collaboration that went into delivering a digital experience that works harder for both the brand and its professional audience.

Who is Imaginaire?

Imaginaire is an ecommerce design and marketing agency specialising in high-performing ecommerce experiences. We work with ambitious brands to design, build and optimise websites that not only look exceptional but also deliver measurable commercial results.

Our work often focuses on complex ecommerce challenges where user experience, brand positioning and technical functionality must work together seamlessly. By combining user research, thoughtful design and robust development, we create platforms that help businesses convert more effectively while delivering genuine value to their customers through strategic digital marketing solutions.

The Challenge: Transforming the Parkside digital experience

Parkside Architectural Tiles, part of the Topps Tiles Group, is a leading supplier of commercial tiles used across a wide range of architectural and interior design projects. Their customers include architects, designers, specifiers and contractors who are often working to tight deadlines and managing multiple projects at once.

When Parkside partnered with us, they were already attracting significant traffic to their website. However, the digital experience wasn’t always supporting users as effectively as it could. Professionals visiting the site needed a faster and more intuitive way to explore collections, review technical information and request samples without unnecessary friction. Rather than simply refreshing the visual design, the goal was to rethink how the platform could support the entire specification journey. The result is a website that balances Parkside’s premium, design-led brand with the practical needs of its professional audience.

Designing a platform that works for professionals

From the outset, our focus was on creating a platform that feels both inspiring and highly practical to use. Architects and designers often begin their research online, but they also need quick access to reliable technical information before making decisions.

Built on Shopify and tailored for B2B ecommerce, the website introduces a cleaner structure and a more intuitive browsing experience. Users can now move through product ranges more efficiently, explore collections visually and quickly access the information they need to specify materials with confidence.

Some of the key improvements introduced as part of the project include:

• Clearer navigation and improved product categorisation to help users discover collections more easily
• Advanced filtering that allows professionals to quickly narrow down product options
• More accessible technical information integrated directly into product pages
• Simplified sample ordering so users can request materials quickly while browsing
• Together, these improvements remove unnecessary barriers and create a smoother experience from discovery through to action.

You can read more about the project in our full case study.

Delivering measurable results

Since launching, the new website has delivered strong early results for the Parkside team.

In the 15 weeks following launch, orders increased from 250 to 350 compared with the previous 15-week period. Engagement has also improved significantly, with visitors spending longer exploring the site and interacting with more content during each session. Most notably, meaningful engagement events including: purchases, enquiries and calls increased from 336 to 2,007.

These results demonstrate that the improved user experience is helping visitors move through the journey more confidently and take action.

Building a strong partnership

A project of this scale is always the result of close collaboration. Throughout the process, Imaginaire and Parkside worked closely together to refine ideas, test improvements, and ensure the final platform delivered genuine value for users.

Katie Hill, Brand Manager at Parkside Architectural Tiles, commented on the experience:

“It’s been fantastic collaborating with the Imaginaire team on Parkside Architectural Tiles’ new website. Seb and the team have been incredibly proactive and approachable throughout the entire journey, always taking our initial ideas and accelerating them into brilliant concepts and final design ideas with the user experience always at the forefront of mind.”

Looking ahead to the Awards

Being shortlisted for Best B2B Ecommerce Website of the Year is a fantastic recognition of the work that both teams have put into the project. It highlights how thoughtful digital design, when combined with a deep understanding of user needs, can transform the way professionals interact with a brand online.

For the Imaginaire team, the nomination reflects our commitment to creating digital platforms that deliver both exceptional user experiences and meaningful commercial impact.

We’re incredibly proud of the work and look forward to celebrating alongside the other finalists at the awards ceremony in London.

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