Project Description

White Runway

White Runway offers the largest and most on-trend selection of Ready-to-Wear and Custom Made gowns to suit any woman. Specialising in Bridesmaid gowns , Black-Tie, and Formal dresses. White Runway has become Australia’s number #1 Formal and Bridal Fashion destination and is a cult favourite among both Australian celebrities and the media.

Initially, we took over the maintenance of the White Runway site in 2014 to rectify a raft of problems stemming from the original development. It was apparent that the best way to resolve most of these issues was to start from scratch and to completely rebuild using Magento Enterprise.

Overall, the results speak for themselves with the business experiencing significant growth with the new online platform.

  1. Customised Magento plug-ins
  2. Fixed all legacy security issues
  3. Overhauled the website design
  4. Devised new E commerce strategy by utilising best practices in SEO, hosting and bounce rate analysis
  5. Conducted remote usability testing
  1. Improved loading time from 5 secs to 1.5 secs
  2. Over 150% sales growth over 2 financial years
  3. OWASP Top Ten compliant
  4. W3C valid
  5. Optimised assets and resources
  6. Minified source codes
  7. SSL friendly
  8. Multi-platform
  9. Multi-browser
  10. Mobile responsive
  11. SEO optimisied
  1. eCommerce
  2. Magento development
  3. Custom-made extensions

Highly responsive and nothing is impossible with the Playtime team. They’ve been available when we need them and are a pleasure to work with

REBECCA LAU MARSH , Founder and General Manager of White Runway

More Projects

Ecommerce Website Design and Development

We specialise in building and developing high quality Ecommerce websites that are tailored to your business and industry.

Your new Ecommerce store will features the is very latest in modern design and packed with marketing features to increase website traffic, improve conversions and generate ROI.

By understanding the online customer journey combined with years of experience in what does and doesn’t work online, we deliver you an Ecommerce experience designed around results.


Complete the form to discover how easily we can start generating your business sales or leads today.

We will respond to your inquiry within 12 hours.