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.
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 spe
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