Case Study

Mothercare ELC

New mobile commerce website.

New mobile commerce website for Mothercare ELC.

Early Learning Centre (ELC), the UK’s leading toy retailer, wanted a rapid implementation of a mobile commerce website, with a complete product portfolio and full integration into its main ecommerce website and back office systems. ELC already had an ecommerce website built by Javelin Group on the Demandware platform.


  • Javelin Group developed the mobile commerce website using in-built capabilities of the ELC platform to deliver a user experience optimised for the smartphone ‘browser-buyer’ market.
  • Customers to the mobile website benefit from a full product list, site functionality consistent with the main ELC website, and a shared basket and purchase process.
  • ELC benefits from simplified on-going management of both websites through a single set of business tools.
  • Javelin Group designed and built the mobile commerce website in just three months.


In January this year, we made a tough request of Javelin Group to help us move into mobile ecommerce by delivering our mobile site by April. They met this challenge, working efficiently with our team to deliver a high quality site within our budget and timeframe. We have already seen an uptake of the site with orders being taken on the first day of our soft launch. We are very happy with the solution which has been delivered to us by Javelin Group.
Jas Virdee, Executive Director, Mothercare ELC.

Find out more about Javelin Group’s Mobile Commerce service line.