Paul’s team, Comerix, delivered two Magento updates + a new platform for A&E Leisure’s ecommerce transformation, supporting a £5M turnover milestone while targeting £10M.
+ 5M turnover (first time)
+ £1M YoY growth
+ 30-person team (peak flex)
A&E Leisure, founded 15 years ago by Roger Firth in Cheshire, UK, began servicing/repairing caravans and motorhomes while operating a leisure store for camping gear. The company now employs 30 staff (flexing higher in summer peak) with e-commerce as its largest revenue driver—selling tents, awnings, and accessories throughout the UK plus some exports. Turnover recently surpassed £5M for the first time.
“The company’s been going for about fifteen years. We’ve got a team of about thirty strong… largest part… e-commerce side… pushed past the five million a year turnover for the first time.”
A&E’s early workshop/service focus created operational bottlenecks as e-commerce exploded, straining legacy systems during warehouse peaks and preventing seamless customer processing. Growth demanded backend logic for pre-orders, inventory integration, and scalable UX — but the existing setup couldn’t handle £1M YoY surges without team strain.
“We needed a warehouse system… bottleneck in the warehouse… new website… trajectory for growth.”
Roger chose Comerix around 5 years ago for its straightforward communication style, Trello board transparency, and Bogdan’s no-nonsense approach that perfectly matched his preference for direct business dealings.
The ad-hoc, on-demand availability proved far more flexible than rigid traditional agencies during A&E Leisure’s varying growth phases, while the team’s reliability built lasting trust as their go-to technical partner.
“Trello is a great tool… Bogdan… says it how it is… reliable, available anytime… trusted go-to.”
Paul’s team delivered two major Magento upgrades and is now building a completely new platform from scratch with an intuitive, conversion-focused user experience, advanced pre‑order logic, and full warehouse/CRM integration.
Adam’s initial designs were already close to Roger’s vision, and then they evolved further as Roger researched best‑in‑class sites and fed insights back into the process, ensuring every part of the page layout has a clear job. The new site is currently in progress, with the frontend completed and backend implementation underway, positioning A&E Leisure for the next stage of growth.
“Two major updates… new Magento platform from scratch… improve processing for pre-order… industry-leading website.”
The strengthened e‑commerce platform helped A&E Leisure reach £5 million in annual turnover for the first time, adding roughly £1 million in the last twelve months alone. The company has grown into a 30‑person team, including a general manager, dedicated e‑commerce team members, online sales staff, and a business development manager, while improved backend logic has removed key bottlenecks and allowed the business to handle busy summer peaks more efficiently.
“Hit the five million mark… million pounds on our turnover in the last twelve months.”
A&E Leisure is now working towards a £10 million turnover target, which is driving plans for larger warehouse space, further ERP and stock‑control enhancements, tighter integration between social channels and the website, and an expanded in‑store tents offering. Comerix is building the optimised platform to support this ambition, while Roger continues to use his “war room” of diagrams and plans to track progress, with Paul’s ambitious goals acting as a constant source of motivation and accountability.
“Paul said… ten million… gunning for this ten million turnover… larger premises and warehouse space.”
