Syrox Emedia

Trilogy Stores

Specialising in denim, Trilogy know how important it is to find the right jean for their clients.

Located off of the Kings Road one of London’s most fashionable streets, with a distinguished background in women’s retail, Trilogy had built an extensive loyal London customer based. Since it’s inception in September 2006 Trilogy has been hailed as the greatest denim boutique in the UK by most major fashion publications. Famous beyond doubt for its unrivalled personal service, with the most friendly trained advisors, who possess exceptional knowledge and expertise in the products they sell.


As well as opening a number of new shops, part of their expansion was to bring their unrivalled service proposition to a wider audience with an e-commerce website. With Selfridges, and now entering this premium brand marketplace, competition was particular strong especially online.

Trilogy required a premium site reflecting their brands whilst going head to head with some of the most popular and costly to develop e-commerce websites, a difficult task considering their budget was less than 5% than their rivals. Having gained such a reputation Trilogy had also become an exclusive UK trial store for some of the hottest must have denims, with products and styles being completely exclusive to Trilogy, something they wanted to promote to their online clientele.

As well as promoting their ‘The denim experts’ ethos they also wanted to showcase the season’s key looks, new brands and hot products and all important celebrity influences.

Syrox solution

Trilogy approached Syrox with their proposition, having seen our 2007 CocoRibbon website featured in the top 5 online stores in Time Out magazine and also in Cool Brand as a 2007 nominee. Drawing on the functionality and usability of their costly rivals, Syrox worked with Trilogy deciding what areas and functions help conversions whilst still being economical to update.

Shoppers can browse products either by type or by brands for both denim and non-denim garments, with the added ability of further filtering. Other functionality includes changeable product flags, linking product colour options, recommended items, flexible size and style guides and interactive zoom.

To continue their unrivalled service online, each page including product pages has the ‘blue phone’, linking to the Denim Experts contact form where potential customers can fill out key information or the dedicated hotline for advice.

The site also supports designer bios that inform the customer regarding the brand as well as provide great SEO for displaying content and keywords. Shop the trend, linking directly to products, for this seasons key looks, a three level press section for ‘product’, ‘celebrity’ and ‘company’ articles again great for SEO and blog. Other sale generating techniques have been used including bimonthly emailers, Google Base, affiliate marketing and Pay per click.


Choosing Syrox was an easy decision they grasped the brand and the concept for TrilogyStores instantly and demonstrated a drive and determination to make this happen. From business management, through creative and into web build they have an attitude and approach that is second to none.

They are a great team to work with, straightforward passionate and use a style and language that we were able to understand. They always put the customer first and have an attitude that nothing is too much trouble

They don’t try and sell you the world up front but focus on what is right for your customers. Where improvements have been needed they have been actioned on time and to a high standard, a standard they have throughout the whole company.

Thanks to Syrox we are a multi channel retailer and have a site that we are truly proud of. It is now driving significant incremental revenue and a very healthy profit stream

James Leslie


Just by comparing with one of its more costly rivals, you can see the difference in terms of usability and ease of purchase, for a site costing a fraction of the price it easily stands up against its competition. Through the use of relevant, regularly updated content and a branded blogging site, has achieved high organic search engine ranking on many key terms and brands names, resulting in high direct traffic.

Not only do they have very healthy online sales, but have also become the denim fashion aficionado for the press. In 2010 the site and shop were named as one of Vogue’s best British boutiques, they constantly appear in both the fashion and Sunday glossies and have recently featured in a double page exclusive in Grazia magazine.

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