Client Story · Fenix Outdoor
Rethinking Global Commerce. Without the Traditional Commerce Platform.
How Fenix Outdoor and Luminos Labs are building a truly headless, composable commerce architecture to connect brands, accelerate launches, and rethink enterprise commerce.
Business Need
Global Brands. A Better Way to Scale.
Fenix Outdoor operates a diverse portfolio of outdoor brands and retailers, each with its own customers, markets, and digital requirements. Supporting that diversity has traditionally meant managing different commerce systems, integrations, and storefront experiences across the business.
As Fenix looked toward its next phase of digital growth, the opportunity was bigger than modernizing individual websites. The company wanted to reduce the complexity of its technology ecosystem, avoid duplicating development across brands, and gain more control over how its commerce capabilities evolved.
That meant rethinking a familiar assumption in enterprise commerce: that every sophisticated digital storefront needs a traditional commerce platform behind it.
Approach
A Different Foundation for Commerce
Building on a partnership dating back to 2018, Fenix Outdoor and Luminos Labs developed Litestore, a truly headless, composable architecture designed around the needs of the business rather than the constraints of an all-in-one commerce platform.
Litestore brings together specialized technologies for content management, search, commerce operations, and other capabilities, connected through reusable services and components. Instead of relying on a single platform to dictate the entire experience, Fenix can select technologies based on what each does best.
The philosophy is simple: Own what makes your business unique. Use the best technology for everything else.
For Fenix, that means maintaining control over the business logic and capabilities that differentiate its brands, while avoiding unnecessary dependence on any one technology provider. The architecture also separates the customer-facing experience from the systems behind it, allowing both to evolve without requiring a complete rebuild.
Built to Reuse. Designed to Adapt.
One of Litestore’s defining advantages is its ability to support different brands and business models through a common foundation.
Rather than building and maintaining separate storefront implementations, Luminos and Fenix have developed shared components, integrations, and capabilities that can be adapted to individual experiences. Each brand retains its own identity while benefiting from technology already built and proven elsewhere in the portfolio.
That approach is already in use across Naturkompaniet’s Norwegian and Swedish storefronts, Devold, and Devold Protection.
The Devold launches provide an early example of its potential. Just two to three weeks after launching Devold’s consumer commerce experience, the team launched Devold Protection, a different type of storefront serving a distinct audience.
By reusing much of the existing Litestore foundation, the team was able to adapt the experience to new requirements without starting from scratch.
For Fenix, this creates a more repeatable way to introduce digital experiences. Development investments can serve multiple brands, and new storefronts can build on existing capabilities instead of recreating them.
More Freedom to Evolve
Litestore also changes how Fenix can approach future technology decisions.
With a traditional all-in-one commerce platform, capabilities are often tightly connected. Changing one part of the technology stack can introduce complexity across the broader system.
Litestore’s composable architecture gives Fenix more flexibility to evaluate and adopt specialized technologies independently. Content, search, storefront experiences, and commerce services can evolve at different speeds while continuing to work together.
That flexibility is particularly valuable for a multi-brand business. Fenix can respond to different market requirements, introduce new experiences, and adopt emerging capabilities without requiring every brand to follow the same technology roadmap.
As additional brands and markets are planned for Litestore, the shared architecture provides a foundation for expansion while preserving the freedom to adapt.
Outcome
One Foundation. More Possibilities.
With Litestore, Fenix Outdoor is establishing a new model for managing commerce across its portfolio. Four storefronts are already operating on the shared architecture, demonstrating how distinct brands and markets can benefit from common technology without sacrificing their individual experiences.
The Devold Protection launch, just two to three weeks after Devold, illustrates the value of building for reuse. Rather than treating each new storefront as a separate implementation, Fenix can extend capabilities it already owns, reducing duplicated effort and creating opportunities for faster launches.
The longer-term opportunity is equally significant. As Litestore expands, Fenix has a path toward a more connected digital ecosystem with greater control over its technology choices and less dependence on traditional all-in-one platforms.
For Luminos Labs, Litestore represents the latest evolution of an eight-year partnership with Fenix Outdoor, combining deep knowledge of the business with a shared willingness to rethink how enterprise commerce should work.
One foundation. Multiple brands. A different way forward for enterprise commerce.
Your Commerce Architecture Shouldn’t Limit Your Ambitions.
Let’s explore a more flexible, future-ready approach to enterprise commerce.
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