Matter Of Form partnered with Parka to develop an editorially driven eCommerce infrastructure, set to sell and ready to scale.


Parka London was launched in 2013, with a goal to transform the much loved parka jacket into a modern classic. With online a major focus as the brand moved forwards they needed a robust platform that offered the flexibility to move from ‘shop’ to ‘publisher’.

Scope & Challenge

Our original scope was twofold: Firstly to help define the brand’s voice, by creating an online platform for expression. Second, to re-platform the business with a new technology infrastructure that would allow them to scale quickly.


Our proposition to Parka was centred around McKinsey’s ‘MECE’ model; how could we help a small business lower costs and increase revenue through design and technology, whilst demonstrating ROI?

Before designing or scoping, we began by quantifying the time savings of our platform choice, delineating the savings in terms of staff costs.

MOF also focused on elevating the brand, refining the top-level creative direction, tone of voice and colour palette, as well as finessing finer details such as bespoke iconography and signature detailing.

Lastly, we helped the business translate their content strategy into a beautiful editorial platform.

Matter Of Form - Parka


The new Magento 2 website has seen the business through significant growth. Matter Of Form’s cloud hosting infrastructure has allowed the site to effortlessly absorb traffic spikes during key PR moments, and the company has (proportionately) reduced overall operating costs.

Since the site went live, Parka has seen online revenue growth of 689.46%, an increase in transactions of 338% and a 79.8% increase in average order value. The site has been recognised in the design community for its beautiful design (AWWWard winner) and shortlisted for an eCommerce Award for “Best Re-Design”.

* percentages based on November 2016 – April 2017 compared to the same period the previous year