Osprey London, has launched a new digital flagship, which comes as part of a wider brand relaunch in support of its planned international expansion into the US and Asia this year.

The premium leathergoods brand, which remains an independent, founding-family-owned label, has re-platformed from Magento to Centra and created a new “immersive and design-led” webstore.

The 45-year-old brand said its legacy e-commerce site “was ageing and offered limited, static functionality coupled with lengthy development timelines”.  

The transactional nature of the site had come under further scrutiny as the company undertook a brand relaunch designed to bring its premium brand positioning to life online – “laying the foundation for a recalibration towards a full price proposition and to support its planned international expansion”.

Growth outside the UK is a key goal for the business and one of the motivations behind Osprey London’s decision to migrate its web platform was to “successfully achieve the milestone of launching into the US — a goal that is now very much a reality and remains a top priority for 2025”. We’re told that “with the Centra platform in place, the brand can now serve international markets from a single site and centralised system, enabling efficient localisation of language, currency, content, and even model imagery, campaign shots, and videos tailored to specific regions”.

The company will also launch digital wholesale to drive growth in both the US and Asia through Centra’s dedicated B2B showroom, a modernised platform that transforms the wholesale buying process with features like individual pricing, global tax calculations, and streamlined shipping management, “offering a consumer-like shopping experience for wholesale partners”.

As for the details of why it chose this particular partner, head of marketing Lana Rush said Osprey initially considered re-platforming the brand to Shopify. But it went with Centra in the end as “being able to customise our content at every stage – whether it’s the checkout, the home page, create new campaigns, right down to the Product Detail Page (PDP) – everything was so flexible, and we realised [it] was by far the best option for us”.

It was important to avoid settling for a templated model or echoing what other brands have done, she added. “We are an independent, family-run business, and if our founders were going to invest in redesigning the website, it had to be 100% our own space — our brand world. After thoroughly analysing all our customer journeys and the various ways people shop, we realised that Centra would allow us to create something completely tailored to the Osprey London customer,” she explained.

It worked with e-commerce design agency Grebban to define the direction and oversee implementation of the new digital flagship.  The company said that “following an intensive discovery process designed to interrogate and align the business, brand and its future vision, Grebban created a new design concept and brand toolbox to celebrate Osprey London’s timeless and refined, but also playful and eccentric, personality using new typography, imagery style and colour palette”. 

It said the new online shopping experience “intuitively guides customers, improving conversion rates and minimising friction in the purchasing process. Additionally, the product experience bridges the gap between digital and physical through product detail pages (PDPs) that highlight key features and details, while interactive product modules encourage exploration and deliver a tactile, engaging experience”. 

And an original shopping concept, featuring a ‘shuffle mode’—a gamified feature that allows customers to explore and interact with products in an unexpected way – will be launched imminently.

The brand is also developing the ability to accept returns in-store and place orders within physical stores for home delivery. Plans are also under way to introduce a buy-online, collect-in-store service. 

Additionally, the new digital flagship enables nominated day delivery and allows shoppers to choose their preferred fulfilment partner.