Case Study: Mitchells achieves a luxury, human-centric eCommerce experience with Spree Commerce

Mitchells chose Spree for their luxury fashion eCommerce store with human touch

Mitchells is a family-owned luxury retailer with roots going back to 1958 and a reputation for exceptional, personalized service embodied by CEO Jack Mitchell’s "Hug Your Customer" philosophy. Their challenge was to translate that high-touch in-store experience into an online environment without becoming impersonal, ensuring customers still felt welcomed, valued, and connected to real salespeople.

They built a Spree Commerce–based eCommerce platform that foregrounds personalization — featuring sales rep profiles, a dedicated salesperson on login, dashboards with purchases and recommendations, virtual closets, wish lists, and reserve‑in‑store functionality. The result is a differentiated luxury shopping experience online that preserves Mitchells’ service standards, strengthens customer relationships, and supports long-term revenue.

Mitchells

Norma Mitchell

Chief Executive Officer