10x D2C Revenue Increase through Magento Transformation for Sports Group Denmark

After past attempts to build a direct-to-consumer (D2C) channel didn’t stick, Sports Group Denmark was eager to get it right. During our partnership, we reengineered their eCommerce infrastructure, resulting in a 10x increase in revenue and a long-term growth engine for the business.

About

Sports Group Denmark is a multi-brand group in the sports and fashion industry. With a strong presence in B2B retail, the company manages over 20 brands and has an established network of distributors and physical retail partners. Their goal was to expand into D2C eCommerce without disrupting existing sales channels. After previous eCommerce efforts failed to deliver, the company partnered with scandiweb to build a stable and performance-driven D2C eCommerce solution.

Project goals

• Build a modern D2C infrastructure for 20+ brands
• Rebuild ERP and PIM connectors
• Launch mobile-first brand websites on Magento
• Ensure brand design teams can collaborate efficiently with development
• Improve brand visibility and consumer perception and trust
• Make the site accessible across languages, devices, and regions
• Support order management and customer self-service.

Challenges

The company’s legacy backend infrastructure was unable to support scaling to 20+ brand websites. ERP and PIM connectors needed a complete rebuild to sync product and inventory data at scale.

Each brand had its own identity, visual language, and business logic. Balancing that individuality with a unified Magento setup required flexible architecture and clear collaboration. Additionally, the first three stores were required to go live within 7 months.

Approach

Our joint project structure integrated internal brand-specific designers with scandiweb’s developers. This way, each store reflected its brand DNA while adhering to best practices in UX and performance. Our development team worked on: 

Custom Magento development

We customized Magento to support:

• One-page checkout
• Visual search suggestions with product thumbnails
• Customer dashboards for profile management, order tracking, wishlists, subscriptions, and more
• Multi-language and multi-region configurations.

Connector reengineering

We rebuilt ERP and PIM connectors to handle product, order, and inventory data across all brand stores, ensuring real-time product and inventory sync and efficient order routing to a robotized Autostore warehouse.

UX and accessibility-first design

All sites were built mobile-first, with clean navigation, structured product categorization, highly accessible frontends, and ongoing work toward full accessibility compliance.

Key D2C features included:

• One-page checkout for faster conversion
• Visual product search suggestions
• “My Account” dashboard for full customer self-service
• Support for multiple local languages and regional settings.

Results

Sports Group Denmark went from zero to…

• 25 daily orders across new D2C stores
• Revenue growth by 10x in 12 months
• 600+ newsletter signups in the first 3 months
• 230+ active customer accounts within 3 months of launching “My Account”.

Rebuilt backend systems now support over 20 brands under a single, scalable Magento-based framework. Stores are optimized for cross-border trade with multi-language and multi-region capabilities, and efficient PIM and ERP integrations enable smooth fulfillment, including real-time inventory and order tracking. In just one year, Sports Group Denmark transformed its D2C channel from a stalled initiative into a company growth driver.

Looking to achieve the same results with your D2C eCommerce? At scandiweb, we deliver high-performance Magento stores that scale with your ambition. Let’s talk about ways to reimagine your digital channels.

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