EP356: The Secret To A Heritage Brand’s Digital Rebirth: How John Smedley Used Technology To Modernise Without Losing Its Soul

Replacing An Entire Tech Stack - John Smedley’s Migration Journey From Magento to Centra.Most brands are afraid to overhaul their legacy systems for fear of losing their identity but John Smedley’s story proves that a strategic replatform can elevate a storied heritage brand without diluting its uniqueness. Our guest, Jamie Austen, is the Head of Ecommerce Operations at John Smedley, who has been the driving force for transforming a 240-year-old British heritage icon into a digitally agile, premium experience without sacrificing its timeless appeal.Jamie explains how they navigated the complex journey from Magento to a headless, customer-centric architecture on Centra, building a stronger foundation that drives commercial results and sharpens brand storytelling.Chapters:[00:30] — Intro: John Smedley’s move from Magento to Centra[05:30] — Managing a lean team through a large replatforming project.[09:00] — Building the business case for modernising the tech stack.[12:00] — Working with LimeSharp and phasing the build.[15:15] — Rebuilding the wider tech stack around Centra.[25:10] — Choosing Dato CMS and improving content management.[29:00] — Impact on the internal team after launch.[32:30] — Centra wholesale/B2B plans and adoption considerations.[38:30] — Challenges and lessons from the replatform.[42:45] — Future priorities: loyalty, in-store connection and digital gift cards.What drives a heritage brand like John Smedley to completely rethink its tech stack? Jamie explains how market change, technical debt and the need for agility pushed them to embrace innovation while safeguarding their rich history. You'll discover the key decision points:Shifting to a flexible, headless setup with CentraReplacing legacy platforms with tools like Voyado Elevate and EngageCreating a seamless, multi-channel customer experience that balances tradition with modernity.We discuss the internal dynamics of managing a lean team through a complex transition, the importance of ruthless prioritisation during launch and how a strong partner, both technically and culturally, is essential. Tune in for insights into:Overcoming internal resistanceCentralising the customer experienceBuilding a future-proof stack that supports personal relationships, wholesale channels and international complexity.If you’re contemplating a replatform or curious how strategic tech choices can preserve brand equity while unlocking new opportunities, this conversation offers proven lessons, practical frameworks, and inspiration to move confidently into the future.