Specialist Crafts Success Story.
Specialist Crafts: site migration, redesign and Hyvä upgrade.
Specialist Crafts is a UK-based supplier of art, textiles and design & technology resources. They provide supplies to schools, students and artists around the world. With over 28,000 products (including their own exclusive ranges) they provide a wide selection of high-quality materials at great prices.
This 2025 project involved Envisage Digital redesigning Specialist Crafts’ website across four store views (UK, AE, IE, and World). The UK site was migrated from www.dryadeducation.co.uk to www.specialistcrafts.co.uk, with full redirects implemented to preserve SEO.
A new Hyvä store theme was applied across all store views, and the Specialist Crafts UK store received a full rebrand (pink/black theme replacing blue/white .
Envisage recently guided us through a successful upgrade of our Adobe Commerce stores to a Hyvä theme, coinciding with our rebrand from Dryad Education to Specialist Crafts. Their team demonstrated fantastic expertise and care throughout the process. Despite our tight deadlines, they went above and beyond to ensure that all our requirements were met. The immediate results have been very positive: bounce rates have decreased, we're now meeting Google’s Core Web Vitals, and our customers are enjoying a smoother, faster, and more engaging experience on our site. We couldn't have asked for a better partner at this critical stage of our growth, and we look forward to collaborating on future development plans"
Josh Topley, Senior Marketing Manager, Specialist Crafts
Services Rendered:
Project Overview:
Specialist Crafts, a leading supplier of art and education materials, needed a full platform upgrade and rebrand across four international store views: UK, AE, IE and World (.com). The project included a complete migration, a refreshed user experience and a modern design overhaul, all delivered within a tight timeframe of 20 weeks. The new site went live in July 2025.
The UK store view needed a major change: moving from www.dryadeducation.co.uk to www.specialistcrafts.co.uk. This required a full-site redirect to preserve SEO value and maintain a seamless experience for returning customers.
Alongside the migration, the brand sought to roll out a new Hyvä theme for all four store views, with the UK site undergoing a complete rebrand from its old blue/white aesthetic to a striking new modern and eye-catching pink and black theme.
All of this had to completed within just 20 weeks – a time challenge for everyone involved!
Our team managed the end-to-end process, ensuring each store view was rebuilt on Magento 2 with the Hyvä theme for a faster, more engaging shopping experience. The UK store rebrand was handled with great attention to detail, ensuring the new look resonated with the brand’s creative audience, while staying functional, accessible and easy to navigate.
Our dedicated in-house UX designer created Figma mockups for the new pink and black design, which was passed to the client for feedback.
A comprehensive redirect strategy was implemented for the UK domain change, protecting organic rankings and traffic. Each store view received improved performance and mobile-first layouts and friendliness, ensuring customers across all regions enjoyed a consistent, high-quality experience.
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The Results:
- Successfully launched 4 store views: UK, AE, IE, and World (.com)
- Full UK domain change with SEO-focussed redirects
- Modern Hyvä theme rolled out across all store views
- Complete rebrand for the UK Specialist Crafts store view
- All delivered in 20 weeks from project start to go-live
The Specialist Crafts team celebrated the go-live with champagne and cake!
Our range of support Magento services allow for smooth ongoing maintenance for Specialist Crafts
Success statistics
- 6% increase in revenue (Nov & Dec 24 vs 25)
- Users up 8% year on year (2024 – 2025)