About the client
Mylands is Britain’s oldest family-owned paint and polishes manufacturer, founded in Lambeth in 1884 by “Honest” John Myland. For four generations the business has been built on uncompromising craftsmanship, producing paints with unrivalled depth of colour and quality.
For more than a century, Mylands supplied the trade, becoming a trusted name in film, television and theatre. Their paints have appeared in productions such as James Bond, Harry Potter and Downton Abbey, and in 1985 they received a Royal Warrant. In 2012, they launched their first consumer collection, bringing professional-grade paints directly into homes while preserving their family heritage.
Challenges
Traditionally, Mylands relied on trade relationships and word of mouth. Entering the consumer market meant building digital visibility from almost nothing. A new Shopify site supported the rebrand, but reaching new audiences online had to be done carefully, with every detail reflecting their values of quality, tradition and authenticity. The challenge was to grow consumer sales without diluting the prestige of a heritage brand.
Our Approach
MGX Digital began with a full audit, competitor analysis and research to establish where opportunities lay. Early changes focused on optimising categories, colour descriptions and product page structures to improve both search performance and user experience.
Content was developed with precision. Blogs highlighted colour trends and the artistry behind paint, helping Mylands speak directly to design-conscious consumers. All writing was guided by the brand’s own marketing team to ensure heritage and craftsmanship remained at the forefront.
The partnership has been long-term and collaborative, with MGX Digital working alongside internal managers and external development teams. Regular reporting, ad hoc technical reviews and strategic advice have supported Mylands in navigating ecommerce while staying true to their legacy.
Results
The impact has been clear:
- Search impressions increased by 550% in four years
- Clicks grew by 124% in the same period
- Ecommerce sales continue to grow, supported by refined email, social and paid activity
Mylands now controls its digital presence with the same care it applies to its products. Customers can discover and purchase with ease, while the brand’s reputation as a heritage manufacturer remains intact.
Key Takeaway
With our support, Mylands has evolved from a trade-only secret into a visible and trusted online brand. The transition to digital has safeguarded their history while opening the door to long-term consumer growth.