From offline to online: Manufactured for digital growth

Minimum started with a single store in Aarhus back in 1997 and has since grown into an internationally recognized fashion brand operating in Denmark, Germany, Europe, France and the Netherlands. Scandinavian design is one of the characteristics of the well-known fashion brand.

For years, the brand's focus was predominantly on B2B sales, where wholesales to stores have accounted for a large part of revenue.

However, the online ambitions are clear, and Minimum came to us with the intention to develop their digital business area and be equipped for future growth through their own B2C webshop.

Minimum already had an e-commerce solution in TigerCMS, which supported both a Danish and an international webshop with delivery to all EU countries, but this limited further customization of the individual markets and Minimum wanted to move to a more scalable platform, where the choice fell on Shopify, which offered greater potential for growth and customization.

The desire for the ability to localize webshops was clear - something we see with many of the larger brands we work with - to support their main markets such as Germany, the Netherlands and France.

The solution was to migrate Minimum to a Shopify Plus solution, where we have developed individual shops for each market. As a result, Minimum now has comprehensive language versioning, local payment solutions, local customer service, customized shipping agreements, and local language digital advertising.

Now new shops can easily be created for new markets - it is just a matter of when content for the local webshops can be ready. There are no technical obstacles to Minimum's further expansion.

At the same time, they now have a strong and agile e-commerce setup, where the development of new features and integrations is a faster process than before. This has also freed up resources internally for optimization and operation of Minimum's webshops.

Since switching to Shopify, Minimum has experienced an increasing conversion rate and revenue online. This has been most evident on Minimum's foreign webshops, where the localization efforts have been significant.

Especially the combination of customized payment solutions and language versioning has greatly contributed to a positive impact on revenue.