Global fashion retailer boosts online conversions and cuts costs through a seamless cloud migration

Customer Success

Global fashion retailer boosts online conversions and cuts costs through a seamless cloud migration

AllSaints, a British fashion retailer operating in 27 countries, needed to migrate its operations from a hybrid cloud environment to Google Cloud. Pythian planned and coordinated a “big bang” migration, with all steps completed in less than a week.


From a single store off Carnaby Street in London, AllSaints has grown over the past 25 years into a major online fashion retailer. The brand’s website and app attract more than two million visits a month from customers across Europe, Asia, and North America. 

As every e-commerce brand knows, online customers do not tolerate the frustration of slow page loads or difficult checkouts. Success depends on a smooth and consistent user experience, even during peak periods. For years, AllSaints met that expectation by running more than 60 servers. Outside of major shopping periods, though, nearly half those servers sat idle, adding unnecessary costs in an industry where margins are already razor thin. 

To improve its responsiveness, flexibility, and cost-effectiveness, AllSaints made the decision to migrate its operations from a hybrid cloud environment to Google Cloud alone. The move required the refactoring of 100 individual services to a new microservices cloud environment. And there was no room for downtime or degradation of performance; the platform had to launch flawlessly, with high availability in every time zone and region around the globe. 

The massive scale of the plan made it clear to AllSaints that outside help would be needed, and Google recommended Pythian for the task. As Pythian had already been serving the retailer for two years in a support role, the decision to expand the relationship was an easy one.

What we did

  • Worked with AllSaints to set up the chosen technology: Google Cloud SQL via MySQL on Google Compute Engine, Google Kubernetes Engine and Google Cloud Memorystore; this environment autoscales to meet increased demand during peak shopping periods, and the monitoring provided by Google Stackdriver supplements the self-healing properties of Kubernetes
  • Recommended implementing Percona Monitoring and Management (PMM) to provide deep insight into the performance of AllSaints’ apps and databases; PMM has the added benefit of delivering alerts simultaneously to both AllSaints and Pythian

Technologies used

  • Google Cloud
  • Google BigQuery
  • Google Cloud Memorystore
  • Google Cloud SQL
  • Percona Monitoring and Management 
  • Google Compute Engine
  • Google Kubernetes Engine
  • Google Stackdriver
  • Jenkins
  • HashiCorp Terraform 

Key Outcomes

This was the biggest infrastructure change in the history of the company, and we wanted to do it in such a way that our customers wouldn’t notice the change. Pythian gave us the advice and support we needed to make that goal a reality.

– Andy Dean, Technical Operations Manager at AllSaints


increase in page load speed


increase in online conversions at full price


reduction in operating costs for the platform

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