Client Story · Fenix Outdoor
A global brand portfolio, run on configuration, not code.
For eight years, Luminos Labs has built the digital commerce behind Fenix Outdoor's premium brands. One idea runs through every build: whatever makes each brand and market different is handled as configuration, so growing the portfolio never means rebuilding it.
Fenix Outdoor is the global group behind Fjällräven, Hanwag, Tierra, Royal Robbins, Primus and Devold, one of the largest outdoor companies in the world, with brands sold worldwide and around 3,000 people behind them.
Those brands sell through both consumer and wholesale channels, in dozens of markets and languages. No single one-size-fits-all storefront survives that much variation intact. So Fenix and Luminos took a different route across three separate builds, added as the portfolio grew, each one resting on the same principle: whatever makes a brand or a market distinct belongs in configuration, which is what lets the platform underneath stay shared.
One platform, four brands, global commerce
Fjällräven, Royal Robbins, Hanwag and Tierra on a shared Optimizely foundation.
Every country Fenix's brands entered came with its own language, currency, tax, and delivery rules, and four distinct brands had to run on shared technology without blurring into each other. The old approach, a separate storefront per brand and per market, was exactly what made that impossible to scale.
At a glance
Systems integrated
The build
We put all four brands on one Optimizely foundation, each holding onto its own identity while sharing the platform beneath it. The decision that made the rest work was a central market layer: entering a new country became a configuration change instead of a new build, with tax, payments, shipping, and ERP routing all switched on per market. A market that used to mean a project now means a setting, which is the difference between a portfolio Fenix could expand and one that would have calcified as it grew.
to launch a new market, because enabling one is a configuration change rather than a fresh storefront build. Timelines only stretch where third-party onboarding drags.
- Four brands share one technology investment while each keeps its own storefront experience and merchandising, so consolidating the platform never meant flattening the brands.
- The stores stay up when a dependency doesn't. Fallback tax and shipping logic keep checkout working even when an external service slows or drops entirely.
"Together with our partner, Luminos Labs, we successfully launched the new Fjallraven.com."
"When Fenix Outdoors AG sought to bring their global business lines across both B2C and B2B channels together in one digital commerce ecosystem, we knew the challenge would be significant. We chose Optimizely as the backbone of our new digital experience. Its flexibility to manage multiple brands, sites, and catalogs across geographies and languages in one seamless, marketer-friendly interface has been a major asset."
Nadir Ali · Head of Digital, Fenix Outdoor
Litestore: a headless multi-brand platform
A shared, composable foundation for the wider portfolio, live today on Naturkompaniet and Devold.
The rest of the portfolio had grown up in pieces, scattered across separate repositories and tech stacks, which splintered capability across teams and slowed every launch. Luminos built Litestore to replace that patchwork with one reusable foundation.
At a glance
Live on Naturkompaniet (NO, SE), Devold and Devold Protection · Headless multi-brand, multi-market monorepo · Stack: Next.js / React / TypeScript, pnpm, Netlify
Systems integrated
The build
Business logic, content, and integrations live once in a shared foundation; each brand overrides only its own navigation, theming, and services. Every brand runs the same commerce, CMS, and search core, while surrounding services swap per brand behind common seams, so Devold can use Lipscore while Naturkompaniet uses BazaarVoice without either disturbing the other.
to ship Devold's second storefront after the first. At ~14% the size and 56% pure re-exports, almost all the effort went into UI and configuration, with very little new logic to write.
- New brands, markets, and languages are added through configuration, with each request carrying its own market context and feeds kept in sync by automated pipelines.
Forever Fjällräven Club
A three-tier loyalty program built into the Fjällräven commerce experience.
Fjällräven wanted loyalty to reward more than spending, and to work as one journey across membership, ecommerce, and marketing. The hard part was the accounting: points had to settle cleanly even as orders were cancelled, exchanged, or partly returned.
At a glance
Program: Forever Fjällräven Club, Bronze / Silver / Gold Fox tiers · Scope: enabled per market across EU storefronts · Platform: Optimizely CMS 12 + Customized Commerce 14 (.NET 8)
Systems integrated
The build
The club lives inside the Optimizely storefront and connects to Marigold Loyalty, with Bronze, Silver, and Gold Fox tiers and a members-only outlet whose restricted products stay hidden at index time in Optimizely Search & Navigation.
Where it gets hard is the accounting. Points stay pending through a configurable return window, 45 days by default, and when that window closes a scheduled job checks the order's final state against return data from Microsoft Dynamics 365, then credits Marigold only the points the customer actually kept. A member who returns half an order keeps the points for the half they kept, automatically, which is the kind of correctness a loyalty program lives or dies on.
What the platform delivered
- Settlement runs itself. Every cancellation, exchange, and partial return reconciles before points can be spent, with nothing left for someone to clean up by hand.
- One build covers every EU market. Earning rules, tiers, return periods, and member-outlet access are all configured per market from a single implementation.
Program results
| Indicator | Actual | Target | Outcome |
|---|---|---|---|
| H1 member sign-ups | 50,000+ | ~23,000 | 2.2× target |
| Members since launch | 62,000+ | ~30,000 | 2.1× target |
| H1 share of ecommerce sales | 37%+ | ~37% | Above target |
| H1 average order value | ~€200 | ~€190 | Above target |
Three builds. One idea.
Whatever makes a brand or market its own, its identity, language, currency, tax, loyalty rules, is configuration on a shared foundation. New markets launch fast, the system stays cheap to maintain, and no brand loses what makes it recognizable.
If your portfolio is fragmenting the same way, that's a solvable problem.
Talk to us about your commerce architecture →