Mitre 10’s innovative B2C & B2B platform, servicing tradies and home improvers across Australia

Behind the scenes of the stand-out customer experience

Mitre 10 was formed in 1959 and is a prominent player in the Australian home improvement and hardware industry. The Mitre 10 group comprises Australia’s most significant independent home improvement and hardware wholesaler to the industry and an iconic independent and local retail network of over 300 Mitre 10 and Home Hardware stores (previously known as Home Timber & Hardware).

The stores have provided millions of homeowners with solutions to their home improvement projects for over 50 years. They are part of local communities throughout the country, with many stores located in regional Australia. Each privately owned store is committed to carefully selecting a suitable range of products to suit their customer needs.

Trade is a significant part of the Mitre 10 business. The eight independents who formed Mitre 10 over 50 years ago were all timber and trade operators, so from the very beginning, the trade business has underpinned Mitre 10. To this day, it remains the very core of its business.

Mitre 10 is Australia’s most prominent independent timber merchant, with a vast range of timber undercover. The Mitre 10 trade customers include some of the country’s national residential builders through to the local handyman. They understand that for the trade, time is money, so they do all they can to help the trade get in, get out and get on with it.

The Challenge

In a future where customer experience is paramount, and all commerce is digital commerce, Mitre 10 recognised the urgent business need to deliver an innovative digital experience for their customers across the Mitre 10, Mitre 10 Trade and Home Hardware brands.

Delivering superior omnichannel experiences meant a significant digital transformation strategy needed to be enacted, with Adobe Experience Cloud at the centre of the ecosystem and Balance Internet as the solution partner to bring their commerce vision to life.

The most crucial challenge faced was fast-tracking initiatives to ensure the solution could bolster business capabilities during the pandemic, with the forced closures of most of their national retail network.

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Mitre 10

The Solution

The first cab off the rank was to introduce nationwide delivery to the live site. Previously Mitre 10’s commerce platform had only facilitated ‘click and collect’ across their retail network. Adobe Commerce provided the technology foundation to orchestrate a smooth fulfilment and pick up process for the rollout. The introduction of delivery capabilities proved to be instrumental for Mitre 10 as the pandemic forced the closure of their entire store network, the initiative was rolled out in record time.

Closely followed by consolidating several brand experiences to be controlled through one central commerce platform, integrating a new business-critical order management solution, and a comprehensive code and infrastructure review to optimise business performance.

The Result

Since Balance Internet started working with the Mitre 10 team to grow their existing commerce solution, the group has seen tremendous improvement to site performance across the board.

Most impressively, an 85% increase in transactions compared to the same period last year, resulting in a 56% increase in revenue through the platform and a 27% increase in conversion rate. Again, the Adobe Commerce solution has seamlessly handled the significantly increased demand.

The continued partnership is centred around evolving the omnichannel experience for all customers. Not surprisingly, several significant developments for the solution are in the works, which the group are looking forward to rolling out over the next 12 months.

  • 56% Increase in revenue, Year on Year
  • 27% Increase in conversion, Year on Year
  • 85% Increase in transactions, Year on Year
  • 45% Increase in customer sessions, Year on Year
  • 52% increase in time on page, Year on Year

Mitre 10

“We had a clear digital roadmap before the pandemic but with the unexpected changes to everyday living, we had to change focus and adapt quickly. We could not have done it without a strong partner and Balance Internet helped us significantly to fast track the main initiatives to set us up for success with our eCommerce offering. Not only to provide a better customer experience, but to also make order processing and management easier for our independent stores.”

Roni Jalkanen,
Digital Marketing Manager, Independent Hardware Group

Key Features

Services Provided by Balance Internet

transformation strategy


User experience
& interface design






Integration support & maintenance


Ongoing feature enhancement


Customer success &


Code and infrastructure review

Technology Partners

How can we help?
Interested to learn about how we can work together to bring your commerce vision to life like we did for Mitre 10?

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