Founded in the early 80s, Select Australia has gone on to produce cards and other collectibles for the AFL, NRL, Cricket Australia and Hyundai A-League. Select Australia is a long-term client, with an initial website successfully launched in 2008.

In 2014, it was time to revisit the website to align it to modern technologies. A particular focus was to re-platform to the Magento ecommerce platform. This brings many benefits, with deep core functionality and a fabulous extension library. Another key objective of the site redevelopment was to achieve a responsive design, so the site dynamically adjusts for desktop, tablet and mobile users.


An entirely new website has been developed, commencing with a UX revision. The site aesthetics are clean and simple, providing a polished brand presentation with a focus on campaign graphics to showcase the product range.

Product searching and filtering enables users to easily find products of interest. A unique feature of the site is a card checklist facility. These checklists can be associated with specific products, as well as searched via a centralised document repository.

Magento Admin acts as the site’s administrative facility, handling product and order management, and shipping. Wolf provided formal training sessions and reference materials.

Key Improvements

157% uplift in overall site traffic
243% increase in visitors from organic search
40% increase in average mobile usage
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