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The Cotton Patch: Delivering speed and scale for a specialist craft retailer

Replatformed from SellerDeck | Partner: teclan

Retailer overview

The Cotton Patch is one of the UK’s leading patchwork and quilting retailers, supplying fabric, tools, and accessories to a loyal customer base of crafters and creators. Trading from their Birmingham base since 1987 and online for over a decade, the business is known for its large product range, seasonal launches, and deep knowledge of the crafting community.

The challenge

Like many long-established retailers, The Cotton Patch had outgrown its previous ecommerce platform. Technical limitations, rising costs, and a lack of modern support were impacting customer experience and stalling innovation. The team needed a faster, more flexible platform that could handle thousands of SKUs, and integrate smoothly with their accounting and stock systems.

Why Aero

teclan recommended Aero for its speed, scalability, and ability to manage large, complex product catalogues. The client’s previous platform generated fast, flat-file HTML, so page speed was a non-negotiable — and Aero’s lean core delivered the performance needed, without sacrificing flexibility or ease of use.

The build

teclan created a new site design optimised for browsing, discoverability, and seasonal launches. A major focus was on building an intuitive category and filtering system, along with custom theme modifications to manage sub-category displays in a way that felt familiar to The Cotton Patch team. The site was also integrated with Sage50 and a bespoke stock management database, supporting their unique business operations.
Cotton Patch homepageOvercoming challenges

Migrating from a static, tree-based catalogue to a more dynamic structure posed a common challenge. Aero’s flexible taxonomy system — including categories, combinations, and collections — made it possible to modernise product organisation without compromising on usability or internal workflows.

Cotton Page shopResults

Since launch, The Cotton Patch has seen improvements in both average order value and conversion rate — supported by faster site performance and an improved customer journey. The retailer now has a solid ecommerce foundation that reflects its reputation and allows it to scale with confidence.

“teclan helped us transition away from an outdated platform, and Aero gave us the tools to create a faster, smarter online store. We’re already seeing stronger performance, and the system gives us more control over how we manage and merchandise our range.”

— The Cotton Patch Team

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