Pyrenex boosts e-commerce conversion rate by 67% thanks to Mollie and Shopify

Exclusively for mind Retail, Benjamin Wutiuyen, Head of Digital Marketing at Pyrenex, reviews the replatforming carried out in July 2024, with the integration of Mollie as payment provider alongside a replatforming on Shopify. The retailer increased conversion rate doubled business in the U.S.A. and integrated Apple Pay.

Through Sophie Baqué. Published on 02 June 2025 à 14h02 - Update on 23 July 2025 à 18h43

The context

For the premium brand Pyrenex (outdoor clothing such as jackets and bedding, turnover of €35 million in the fiscal year ending April 2025), digital has become a major growth driver. Last year, sales grew by more than 10%. Digital generated 12% of total business and already accounts for nearly 20% of sales in the outdoor clothing category.

Against a backdrop of data depletion linked to cookie policies (most e-retailers have lost 60% of their customer data, Editor’s note), the brand specialising in outdoor clothing (parkas, down jackets) and bedding (duvets, pillows made from natural feathers and down) underwent a major replatforming in July 2024. With an average basket value of over €300,…

Sophie Baqué