Case Study: Micheldever Group achieves faster, higher-converting ecommerce with Storyblok

A Future-Proof Composable Commerce Experience with Storyblok

Micheldever Group, one of the UK’s largest tire wholesalers, distributors, and retailers, needed to modernize its Protyre.co.uk eCommerce experience. The company was struggling with an outdated infrastructure that caused slow load times, incomplete product listings, limited SEO capabilities, and low agility across its B2B and D2C operations. Storyblok was brought in as the CMS within a broader composable commerce stack.

Storyblok helped Micheldever Group and its partner Profound build a future-proof headless, MACH-based architecture with commercetools, Bynder, Algolia, and Pimberly. The new setup improved website load time by 28.4%, increased overall conversion rate by 98%, and achieved a perfect 100% Lighthouse SEO score. It also enabled stronger mobile and desktop conversions, better content management, and a more scalable experience for Protyre customers.

Micheldever Group