Reigniting a Retail Icon:
How Comet’s Digital Replatforming Drove 446% Sales Growth

Sector

Retail

Our role

Migration & Replatforming,
Design,
SEO,

Comet

One of the most recognisable names in the UK’s consumer electronics space, Comet was established in 1933 and was a feature of most retail parks by the time of its closure in 2012.The brand was resurrected in 2020 by its new parent company Misco Technologies, a UK electronics retailer operating in the public sector space.

Challenge

Comet was looking to replatform due to limitations in its current e-commerce systems and needed support from a Shopify Plus partner who has experience in direct to consumer brands.

The solution needed to be able to scale with relative ease and accommodate the different types of products from multiple suppliers, each with their own challenges for onsite display, delivery and data feed integration.

They needed to migrate the extensive amounts of customers, order and product information to Shopify.

And finally leverage the current email database to drive increases in LTV and AOV. Velstar can support as a Klaviyo Gold partner.

Solution

We overhauled Comet’s outdated ecommerce platform, ensuring a seamless, high-converting experience. Using our in-house migration tools, we transitioned all customer data and order history while integrating 20+ suppliers through our proprietary middleware, TRANZIT. This platform streamlines stock, orders, delivery, and product data while a custom pricing engine dynamically selects the most cost-effective supplier for each order—ensuring optimal pricing and efficiency.

The UX-driven design focuses on trust, intuitive navigation, and a frictionless buying journey. Smart product filters, clean layouts, and deep-dive product pages provide an effortless shopping experience.

For growth marketing, SEO was a core part of the initial build and launch, optimizing content, metadata, and schema for visibility and conversions.
Beyond frontend improvements, TRANZIT cuts costs and boosts margins by optimising supplier selection and logistics. The result? A sleek, high-performance ecommerce site that enhances customer experience, drives sales, and reduces operational overhead