The Snowboard Asylum
The Snowboard Asylum has been a cornerstone of UK snowboarding for over 35 years and is proud to be the number 1 independent snowboarding store in the UK.
Partners
- Centra
- Storyblok
- Vercel
- Adyen
- Ingrid
- Voyado
The Challenge
Limesharp was initially approached to reimagine TSA’s design, driven by their ambition to compete, look, and feel like a true brand. With a proven track record in fashion and lifestyle, Limesharp was the clear choice. However, as we delved into the current experience, it became clear their existing tech stack couldn’t support the seamless, forward-thinking customer journey TSA envisioned. Performance issues, templated pages, and an uninspiring frontend led to a complete digital transformation, encompassing both a full design overhaul and a robust new tech stack.
)
Our Approach
Alongside the design process, Limesharp facilitated a comprehensive platform RFP, evaluating options across digital commerce, merchandising, order management, delivery experience, and payments.
Centra emerged as the leading choice for TSA’s new commerce engine, supported by a composable suite of tools including Voyado, Storyblok, Ingrid, and Adyen. A key focus of the selection process was ensuring robust order management and omni-channel capabilities. Solving for real-time stock visibility across their network of stores was a critical objective, and the chosen tech stack delivered exactly that.The Results
The migration to Centra not only stabilised TSA’s tech foundation but also significantly enhanced their operational capabilities. Faster site performance dramatically reduced friction, providing customers with a smoother browsing experience. Additionally, the introduction of real-time stock allocation on order placement allows TSA to turn their physical stores into a distribution network and unlock stock outside of the warehouse.
)
)
The bold re-design of TSA’s digital storefront redefined their online presence. The new aesthetic resonates with snowboarders, capturing the brand’s unique, grunge-inspired vibe with display & mono typography, hand drawn iconography, and the overall DIY art direction. This fresh design approach has increased customer engagement while the optimised user journey has driven improved conversion rates, solidifying TSA’s position as a leader in snowboarding.
)
)
The frontend experience is powered by Storyblok, offering design flexibility through a component-driven approach. Intuitive drag-and-drop modules have been developed to showcase products and content in a way that inspires customers and gets them ready to shop for their next boarding adventure.
)
)
Using Voyado’s full suite of products, including CRM, ESP, search, merchandising, and dynamic recommendations, TSA has harnessed the power of integrated data. This seamless approach allows them to deliver a highly personalised experience across multiple channels, keeping customers engaged at every step.
)
A major reason customers choose TSA is the unmatched product knowledge and expertise of the store staff with every team member a passionate boarder. This deep understanding of the gear is reflected online, where each product is reviewed and rated across key technical criteria. Interactive gauges on the product pages let customers easily explore and compare these details, making informed choices effortless.
)
)
Live stock availability at the product level allows customers to check their local store for click-and-collect options or to browse their favourite boards in person. This same real-time stock visibility drives complex order management rules in Centra, ensuring orders are intelligently allocated even when items are out of stock in the warehouse.
)
)