Birmingham Museums Trust makes etail debut

Online shop aims to celebrate the best of Birmingham.

Birmingham Museums Trust has unlocked the door to its brand-new online shop, brought to life by fellow Birmingham-based web agency, Digital Cake. The new online shop celebrates the best of Brum with a unique range of products created by the very best local independent makers of today alongside gifts inspired by Birmingham’s remarkable past.

The new online shop can be found at and every purchase helps support the work of Birmingham Museums Trust, preserving the world-renowned collections and historic properties for future generations. Over the past year, Birmingham Museums has created several self-generating funding streams to help offset the devastating financial impact of coronavirus closures which has cut off much of the Trust’s income.

With its on-site gift shops playing a key role in the sustainability of the Trust, Birmingham Museums turned to etail experts, Digital Cake (pictured), to build a platform that supported its vast inventory of products from independent Birmingham-makers and made the online experience seamless for the museum’s customers. Boasting developed SEO and CRM strategies, the new site not only looks good but also operates to its full capabilities, making it easier than ever to purchase products from the world-class museum collections.

Alex Nicholson-Evans, Commercial Director at Birmingham Museums Trust, said: “We are absolutely thrilled with our new online shop. We now have a site we can be proud of and one that really showcases the best of Birmingham!

“Our museums have remained closed for much of the past year due to the pandemic and as a result we have had to reposition and diversify our income streams. This new and improved online shop is part of that strategy. We hope our customers will enjoy discovering different local makers and plenty of exclusive products inspired by the world-renown collections here at Birmingham Museums.”

Based just a stone’s throw from Birmingham Museums Trust’s Birmingham Museum & Art Gallery and Museum of the Jewellery Quarter, Digital Cake is no stranger to helping the city’s brands to stand out online. With a passion for helping Birmingham thrive, the team has supported a range of West Midlands businesses – including the likes of P&Co., 304 Clothing, and Dancing Leopard – paving a path for the booming online retail scene.

Since launching in March, the new Birmingham Museums online shop has had a 122% increase in website sessions in comparison to last year. Speaking about the Birmingham Museums Trust collaboration, Marketing Director at Digital Cake Kirstie Smith commented: “It’s been fantastic to work with the team at Birmingham Museums Trust on this project as it is such an institution and an asset that we are so proud to have in the city. The last year has thrown huge and unpredictable challenges at the arts and culture sector in particular, so to be able to help support the Trust in its COVID-recovery and longevity planning has been really fulfilling for the Digital Cake team.

“We’re tremendously proud of the Birmingham Museums Trust online shop, as it has enabled the team to showcase its products online, and in turn, make them accessible to all. Though it has been a difficult time with the closure of retail stores, this step-change for the Trust has offered them a brand-new market in the e-commerce world. I know I speak on behalf of the entire Digital Cake team when I say that it has been a pleasure and we look forward to supporting the Trust in its future endeavours!”

Find out more about Digital Cake here. You can visit the brand-new Birmingham Museums Shop here.