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, it also integrated the Dutch PSP Mollie, a specialist in payment solutions for small and medium-sized businesses, for European operations. This was done in parallel with a switch from Prestashop to Shopify. “Shopify was recognised for the quality of its payment tunnel, Benjamin Wutiuyen, Digital Marketing Manager at Pyrenex, told mind Retail. We wanted to offer more diverse payment methods, which are a key factor in the success of developing digital business internationally.”
