What started as a functional solution years ago had become a bottleneck for growth, and Jonsson realized that their existing platform was limiting their ability to serve the needs of corporates, SMEs, and individual customers.

Their existing setup simply couldn’t scale to meet those aspirations, nor could it deliver the world-class experience that would differentiate them in an increasingly competitive market.

Working closely with the Jonsson team, we identified three core objectives that would drive every decision throughout the project:

• Branding with purpose: Create an immersive digital experience that showcases not only products but also radiates the Jonsson Workwear brand’s values and stories. This meant building a platform that could communicate their commitment to quality, durability, and positive impact while maintaining the warmth and authenticity that defines their South African heritage.
• Commerce that converts: Develop excellent, easy-to-use e-commerce functionality that works seamlessly for everyone, from individual tradespeople making their first purchase to large corporations managing complex workwear programs. The goal was to reach a wider audience while making the buying process intuitive and efficient.
• Service excellence: Implement digital hospitality that supports customers in a personal manner, creating experiences worth sharing. This pillar was crucial for Jonsson’s vision of combining South African hospitality with global standards, ensuring every interaction felt genuinely helpful rather than transactional.

We began with a fundamental question: How do you translate the warmth of South African hospitality into a digital experience? 

The answer lay in building a platform that provides inspiration and guidance at every touchpoint, with support systems that make customers feel genuinely cared for.

The new e-commerce experience integrates seamlessly with Jonsson’s offline shopping capabilities, creating a unified brand experience regardless of how customers choose to engage. Whether someone walks into a physical store or browses online, they encounter the same level of service, brand values, and commitment to helping them find exactly what they need.

We implemented a future-proof, scalable architecture designed specifically to support Jonsson’s international growth ambitions. This wasn’t just about handling more traffic. It was about creating a foundation that could adapt to different markets, currencies, languages, and local business practices as Jonsson expands globally.

One of the most complex challenges we tackled was creating tools that make it easy for businesses to manage their teams’ workwear. The solution needed to work for a small local business ordering uniforms for five employees and a multinational corporation managing thousands.

We developed integrated systems that allow businesses to set up and track workwear for both groups and individuals, all within the broader e-commerce experience. The platform offers proactive support, helping businesses make informed decisions about their workwear programs.

Customization became a key differentiator. We built garment customization options that allow businesses to tailor their workwear orders, ensuring their brand identity shines through while maintaining the quality and durability standards that Jonsson is known for. These features are accessible to all businesses, regardless of size.

Perhaps the most powerful aspect of the new platform is how it weaves storytelling throughout the entire customer journey. From the homepage to product detail pages, from the about section to checkout confirmation, every touchpoint radiates Jonsson’s brand values around respect and positive change.

This isn’t superficial brand messaging. It’s integrated storytelling that helps customers understand not just what they’re buying, but why it matters. The platform showcases Jonsson’s positive impact, their commitment to quality, and their role in supporting workers across industries and continents.

The transformation of Jonsson Workwear’s digital presence represents more than a commerce platform upgrade; it’s a strategic repositioning that aligns their digital capabilities with their global ambitions. 

The new e-commerce experience successfully balances local authenticity with international standards, laying a foundation for sustainable growth and reminding us that the best digital experiences are fundamentally about making a positive impact for customers, businesses, and the communities they serve.

By combining world-class technical capabilities with South African hospitality and genuine service excellence, we created something that honors the past while embracing the future. 

For this, we’re proud to share that our work with Jonsson was recognized at the 2025 Dutch Interactive Awards as part of their B2B shortlist.