The Savile Row tailors of the cover sector, Specialised Covers, has been offering custom-fit, made-to-measure covers for over 40 years. What started as a passion project for the Long family has grown into a company known for its quality and attention to detail. Here, Katie Fishwick, Managing Director and daughter of the founders, shares how the business has recently steered into the digital age, transforming operations and customer experiences.
From Craft to Digital: Building on 40 Years of Expertise
Back in the early days, Specialised Covers earned its reputation on the quality of its materials and craftsmanship. Today, the company is still committed to these values, but it’s taking things up a notch by integrating digital tools that streamline production and enhance its customers’ buying journey.
While its legacy products were for vehicles, Katie is clear that the company has far more to offer. From motorbikes to tanks, and garden furniture to caravans, the brand is positioning itself as the go-to for bespoke covers across a variety of categories.
Katie recalls: “For years, our focus was on creating durable, beautifully crafted covers. But as our customer base grew, so did our need for more efficient processes. Digital Enterprise came along at just the right time, helping us upgrade and adapt.”
How a £33,000 High Impact Grant Funded a Full Website Transformation
With the support of a High Impact grant worth £33,000, the digital overhaul – which involved a full migration of the business’ website from a Magento 2 backend to a WordPress platform – has enabled the company to reach customers more effectively and improve operations.
As Katie explains: “Our website has always been an essential part of our business, but we’ve outgrown it. It’s time we had a platform that tells our story better and lets people see just how adaptable our products are, as well as better integrating with our systems in a more practical and sustainable way that helps futureproof the business.”
The website and its database serve as the backbone of the entire business. With the need for complete oversight of functions such as its enterprise resource planning (ERP) system and sales store, continuing with the old Magento 2 backend wasn’t feasible, so this change was essential.
The full redesign, breakdown and migration has enabled Specialised Covers to develop these key areas to streamline operations, as well as enhancing the user experience and reducing long-term costs.
The Cover Configurator: Automating Sales and Improving Customer Experience
One standout feature is an upgrade to the Cover Configurator, a tool that Katie is especially excited about. Now integrated with the new platform and existing database, it is better equipped to create a more visual and interactive experience for customers, whilst simultaneously benefitting the team by automating the sales process and improving the overall efficiency of the ordering system.
Katie says: “It’s unlikely that someone will have a model of their 1950s Ferrari, but now we can digitally create that model, and customers can choose materials, and even see how their cover will look before placing an order. It’s interactive, fun, and really simplifies the process.
“We’ve always prided ourselves on great service. Now, with our new website features, customers can customise their orders with greater precision and ease, while our team benefits from automation that cuts down manual tasks.”
A Second Grant Investment: Digital Measuring Technology
This tool also complements previous improvements made through Digital Enterprise support. In 2021, Specialised Covers received an £11,000 grant to purchase a new ProLiner – a portable digital tracker solution for high-end measuring, reverse engineering and quality control.
With a combined investment of over £100,000 into new digital systems, the company has been able to modernise its operations significantly.
Katie mentions that the team faced a few challenges initially, particularly around integrating the new tools with their existing systems. However, with guidance from their Digital Enterprise advisor, Jack Pitfield, they were able to navigate the technical hurdles and implement solutions that suited their needs.
“There were a few bumps along the way,” Katie reflects. “But having someone with expertise on hand was invaluable. They helped us make informed decisions and get everything running smoothly.”
She adds: “We could have tried to figure things out on our own, but it would have taken longer and cost more in the end. Having access to funding and advice through Digital Enterprise has been incredibly beneficial. It’s opened up opportunities we might not have pursued otherwise.”
The Results: New Markets, New Jobs, and a Platform for European Growth
Through these improvements, the business has reached new audiences while nurturing its existing customer relationships. The new website is more than just a tech upgrade – it’s a fundamental part of Specialised Covers’ plan to expand its reach across Europe.
With big plans for Specialised Covers, Katie sees the website as an essential part of their journey and is confident that with this investment the company will continue to grow, both at home and abroad. This confidence is already being demonstrated with the creation of two new full-time roles.
With Digital Enterprise’s support, Specialised Covers is ready to take on new markets and reach customers who may not have considered bespoke covers before.
Katie adds: “We want people to think of Specialised Covers as the bespoke cover provider. The new website is just the start, but it’s a big step toward that goal. We’re excited to see where it takes us.”
As the company moves forward, Katie remains committed to the values that her parents instilled when they started the business.
“At the end of the day, it’s about delivering a product that people can rely on,” she says. “Technology is a big part of that now, but we’re still focused on quality and service. It’s just that we have more tools to help us do it.”
The launch of this redesigned website marks a new chapter for Specialised Covers. With a renewed focus on the user experience, the brand is poised for success in a wider market, offering custom covers that meet a world of unique needs.
Katie reflects: “It’s exciting to see how far we’ve come. Looking back, I know we’ve made the right choices, and I can’t wait to see what’s next for us.”
With the help of Digital Enterprise, we expect to:
- Expand and reach new markets, both in the UK and Europe, establishing ourselves as the go-to cover manufacturer in the sector.
- Drive our turnover in the next year, allowing us to pursue ambitious growth plans and create new jobs.
- Become more efficient and effective as a business, improving the experience of our customers and driving sales.
Specialised Covers was named as one of DE3’s Top 30 businesses, read more case studies in our online brochure to find out how we’ve supported other West Yorkshire businesses and the impact the digital investments have had: DE3 Digital Enterprise Top Thirty.
