Fjallraven Launches New Optimizely Site with inRiver PIM and Multi-Brand / Market / Currency / Language Capabilities

Örnsköldsvik, Sweden
Outdoor clothing and Equipment


Fenix Outdoor wanted to transform their eCommerce websites for multiple brands by upgrading to a framework that could launch multiple brands operating on the same codebase. They also wished to manage their products better by implementing a Product Information Management software (PIM) and required a multi-market, multi-currency, and multi-language solution. At the time, they were not using any unified framework for their numerous brand websites, causing issues for their IT teams. Because of its extensive capabilities, Fenix Outdoor chose Optimizely as a digital commerce platform, inRiver as a PIM, and selected Luminos Labs for their systems integration expertise and the ability to launch quickly. They chose Fjallraven as the first website to build a framework on and to scale out to the other brands.

“When Fenix Outdoors AG sought to bring their global business lines – both B2C and B2B channels – together in one digital commerce ecosystem, we knew the challenge would be great. We chose Optimizely to be the backbone of our new digital experience, and together with our partner, Luminos Labs, we successfully launched the new Optimizely's flexibility to manage multiple brands, sites and catalogs across multiple geographies and languages in one seamless, marketer-friendly user interface was a great asset to us as we map out future experience releases in the coming months.”
Nadir Ali, Head of Digital, Fenix Outdoors AG

A deeper look,

Phase I – Launch Fjallraven on Optimizely

The main goal of Phase I was launching an eCommerce website as quickly as possible using Optimizely as a backend solution. The Luminosity Episerver Accelerator allowed Fjallraven to save 1,000s of hours of website discovery, design, and development. An open-API architecture was created to support a wide array of potential integration needs (ERP, legacy systems, etc.), scalability, as well as the ability to launch B2B sites in future phases, on one platform that can support both B2B & B2C.

A screenshot of the Fjallraven Kanken backpack page, from left to right are: red bag, blue backpack, army green backpack, red backpack, green backpack, orange backpack, yellow backpack, pink bum bag, grey backpack, dark blue bag, army green wallet, blue wallet

Phase II: Prepare for Global Rollout and Implement PIM

After the initial website launched, the goal was to prepare the site for international markets using available Optimizely features to build out these functionalities. Fjallraven required a solution that would allow them to operate in different countries and offer specific products for each market (multi-market), use different currencies, tax rules, payment providers, shipping providers, and fulfillment centers depending on the country (multi-currency), and default to a set language while providing options to translate to another (multi-language).

During this phase, Fjallraven also decided to integrate the inRiver PIM with their ERP and eCommerce site. They used the Luminosity inRiver Connector to sync inRiver to Optimizely automatically, map data from inRiver, leverage complex product attributes through inRiver PIM to automatically sync and organize within Optimizely, and manage complex catalogs and multiple taxonomy scenarios. inRiver designs were required to meet the same specifications as the website to eventually scale and support multiple sites and products to be available in different markets.

Phase III: Scale-Out to Fenix Outdoor’s Other Brands

Fenix will apply the Optimizely framework used for Fjallraven to other brands. This phase involves utilizing the same general codebase and scaling it out to other brands to have the same multi-market, multi-language, and multi-currency features. The sites will all have the same backend usability features, using the same admin backend tools to support those websites as well.

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The Results

Scalable Multi-Website Framework Launched in Under 4 Months

Fjallraven launched its website in under four months due to the usage of the Luminosity Episerver Accelerator. In that short period, they were able to build and integrate a new eCommerce site using Optimizely as their backend solution, with the ability to scale.

inRiver PIM Implementation

Initially, Fjallraven had a previous implementation partner that wasn’t able to handle the full scale of their inRiver PIM integration. Luminos Labs was able to deliver the PIM implementation successfully, and used the Luminosity inRiver Connector to sync data to the website in a proper manner, integrating with their ERP system, updating price data and stock data every hour.

Multi-Market, Multi-Currency, and Multi-Language Capabilities


  • Specifically defined products
  • Shipping providers
  • Tax rules
  • Payment providers
  • Fulfillment centers with functionality built-in for growth
  • United States, Canada, United Kingdom, Germany, France, Sweden, Denmark, Finland, Norway, Netherlands, other EU countries, China, South Korea, and Asian pacific.


  • Each market has its own currency and can have multiple currency options
  • Up to four different payment integrations available depending on the market (credit card, POS, and online banking)


  • Each market has its own language and can have multiple language options
  • United States, Canada, United Kingdom, Germany, France, Sweden, Denmark, Finland, Norway, Netherlands, other EU countries, China, South Korea, and Asian pacific.