Professional ironing system for your home

Wordpress Experts - Melbourne Wordpress Developers

Laurastar is the world leader in professional ironing systems for the home. As the online acclaim for its products grew, Laurastar engaged Digital Thing to transform its website into an ecommerce site and convert more sales online. The Laurastar website needed to be customer-centric, offering video demonstrations, enhanced live support and a seamless checkout experience. Digital Thing developed a world-class website that drove a surge in online sales and formed the basis of a continuing partnership with Laurastar spanning over ten years.

Project Summary

  • UX/UI Strategy
  • Responsive eCommerce website
  • Product Specific Campaign Websites
  • EDM Campaigns 
  • SMS Campaigns
  • SEM campaign Management
  • Email Automations
  • Live Chat Integration
  • Campaign Monitor Integration
  • MIcrosoft Dynamics CRM Integration
  • Advanced eCommerce Reporting
  • HTML 5, SEO Schema & Semantic Coding
Wordpress Experts - Melbourne Wordpress Developers  After
Wordpress Experts - Melbourne Wordpress Developers  Before


The Laurastar website was transformed by Digital Thing from a marketing-based site, to a sophisticated ecommerce site with a custom-built responsive theme using WordPress and WooCommerce. The new website drew design inspiration from Laurastar’s global websites, providing a rich user experience and impressive shopping experience. Digital Thing developed a series of ‘how to’ videos to train staff on how to use the website and make it simple for the marketing team to manage the online store and website.

To drive sales through the ecommerce site, Digital Thing developed an enhanced shopping cart experience to make it easy for customers to checkout online quickly using their preferred payment method e.g. Stripe, Paypal, ZipPay, Afterpay. Digital Thing also integrated Metorik with the new website and Laurastar’s CRM to create email automations based on customer buying behaviours.


The new Laurastar website was an instant success, driving online sales and building stronger brand affinity with Australian customers. The ecommerce site helped lift online sales to over 20% of Laurastar’s overall sales and significantly reduce the time spent by staff processing orders manually and providing phone support. The new design also better reflected the global brand values and helped to drive customer advocacy through positive reviews on platforms like and Google Reviews.

Digital Thing’s staff training videos have been a valuable resource to Laurastar, allowing it to quickly train new staff and efficiently manage the website, provide online customer support and process/dispatch online orders. Digital Thing continues to work closely with Laurastar to drive online sales and improve its online customer experience in a partnership now spanning over ten years.

Wordpress Experts - Melbourne Wordpress Developers
Wordpress Experts - Melbourne Wordpress Developers

“Chris and the team at Digital Thing have been working with Laurastar Australia for over 10 years. Not only are they highly efficient and responsive but Chris’s overall knowledge of running an ecommerce business has helped increased our online sales significantly. From 1% of total sales 10 years ago to over 75% of total sales in 2021, about 10 times revenue from when started. While also educating myself and the team on how to successfully run an ecommerce website and providing the best experience and support for our customers.”

Dino Scaramuzzo
Managing Director, Laurastar Australia
Wordpress Experts - Melbourne Wordpress Developers
Wordpress Experts - Melbourne Wordpress Developers
Wordpress Experts - Melbourne Wordpress Developers