George H. Lilley is a leading manufacturer and specialist supplier of Australian made academic dress, masonic and fraternal regalia, medals, badges, plaques, awards and other specialised regalia. Started in Melbourne in 1947 by George H. Lilley, today the company is a third-generation family company which still believes in the traditional
values of quality and service.

A smart functioning website is a key tool for sales and delivering leads directly to the business. There was a great opportunity to create a modern website that truly captured George H Lilley and its goals and really spoke to its various audiences, from mayors to soldiers to university graduates.


The solution was to build a visual showcase, positioning GH Lilley as the leader in its field, both for their craft and their business.

Wolf worked closely with GH Lilley to tell its historic brand story and showcase its outstanding industry credentials. We reorganised the product catalogue to differentiate between products for sale, for hire and for bespoke construction, and facilitating enquiries for more unique services.

This website is a great example of operating as both an online store and an extensive catalogue – the perfect blend of e-commerce and marketing. It demonstrates how you can take an open-source platform (Magento), and tailor it to distinguish a business and position it ahead of competitors. The user experience is geared to impress and inform the user, maximise online sales and make the enquiry process seamless.

Key Improvements

98% increase in traffic from organic search
View More