How Jollein scaled their European B2C e-commerce with Shopify Plus
About
Jollein is a Dutch baby lifestyle brand offering stylish, practical products for babies and toddlers, from soft textiles to nursery accessories. With a growing presence across Europe, Jollein serves both B2C and B2B customers through a strong digital strategy. The brand chose Shopify Plus as the foundation for its e-commerce growth, combining performance, flexibility, and international scalability.
Challenge
Preparing for growth: tackling complexity across markets and systems
Jollein, a well-known baby lifestyle brand, faced growing complexity in managing multiple Shopify stores across different European markets, including the Netherlands, Germany, France and Belgium. Each store required separate maintenance for content, product data, and custom code, making even small updates time-consuming and error-prone.
In addition, the existing store design had become outdated and no longer reflected the brand’s evolving identity. The broader e-commerce ecosystem was also highly complex, with various systems and regional store setups that needed streamlining. The goal was clear: consolidate, simplify, and prepare for future growth, both in B2C and upcoming B2B initiatives.
Solution
A scalable foundation with Shopify Markets
Strix migrated all regional stores into a single, centralized Shopify Plus store using the new Shopify Markets architecture. This allowed Jollein to manage localized content, pricing, and currencies from one backend, greatly improving operational efficiency and reducing time-to-market for changes.
The redesigned storefront, delivered in collaboration with the design team from Strix Germany, gave the brand a modern and scalable look & feel. Behind the scenes, our team handled a complex data migration, consolidating customer records, order histories, and product catalogs from multiple regions and languages into a unified structure, while ensuring full data integrity.
Despite a tight timeline, development was completed ahead of schedule. The team remained agile during the final phase, supporting the client with content input and third-party system connections.
Results
From B2C to B2B and further expansion to the UK
Some of the results we've achieved so far:
- A single source of truth for all international storefronts, reducing manual work and complexity.
- A fresh, modern storefront aligned with Jollein’s brand identity and ready for long-term growth.
- A smooth go-live with minimal issues, quickly resolved by the team.
- Positive feedback from the client throughout the project, including early recognition of the team’s clarity, advice, and delivery quality.
Following the success of the B2C relaunch, Strix is now supporting Jollein in launching B2B capabilities on Shopify and preparing for market expansion to the UK, further building on the scalable foundation we’ve created.
Technology
This project is built with our technology partners:
