The Brief

Burlen Fuels Systems LTD are the worlds foremost supplier and manufacturers of carburetors and spare parts for vintage cars and motobikes. Burlen approached Innovative back in 2012 to replace their windows based eCommerce solution, with a new fresh, up to date site which was more aligned to the companies image in the global market.

Our Approach

Innovative had many meetings with Burlen to establish the scope of the project, which turned out to be one of the biggest single projects we have undertaken. With more than 40,000 products and incredibly complex relationships, we quickly identified Magento as the best solution as it provided the most manageable platform in which we could develop the vast number of custom modules that were required.

Burlen Fuels LTD Website Project

Custom Search Filters

Innovative developed complex search filters allowing customers to search by detailed vehicle information to ensure the correct parts were returned for the vehicle specs.

Annotated Product Mapping

Carburetors have an overwhelming number of parts, each carburetor required a labeled diagram whose labels matched the relevant parts or variant parts, allowing for product customisation before manufacturing.


Burlen operate 4 individual stores each with their own website, these sites were combined into a central mutli-store website, allowing customer to purchase from multiple stores in a single transaction.

Newsletter Campaigns

Innovative produced drag and drop newsletter templates, matching the retro style of the website. The templates were integrated in to the MailChimp platform for Burlen staff to populate.


We approached Innovative with the task of re-inventing and breathing new life into our existing website and they exceeded all our expectations. The communication, co-operation and feedback throughout the project was brilliant and any questions or ideas we had along the way were approached with confidence and a strong knowledge of website design. Their ongoing support has helped increase traffic and sales to the website and continues to do so. Thanks Innovative from all at Burlen.

Ben Coombs, Burlen Fuels LTD