Case Study: Fenix Outdoor scales multi-brand commerce with Luminos Labs

Fenix Outdoor launches new markets in 1–2 weeks with Luminos Labs

Fenix Outdoor, the global group behind premium outdoor brands like Fjällräven, faced the challenge of managing its diverse brand portfolio across multiple markets and languages without its digital commerce architecture becoming impossibly complex and slow to scale. They partnered with Luminos Labs to move away from a one-size-fits-all approach that was hindering growth.

Luminos Labs implemented a series of platforms built on the principle of configuration over code. The solution included a multi-brand Optimizely foundation, a headless Litestore platform, and a integrated loyalty program. This approach allowed new markets to be launched in weeks instead of months and enabled brands to retain their unique identities while sharing a common technology base. The results were highly successful, with the loyalty program alone attracting over 62,000 members and accounting for 37% of ecommerce sales, significantly exceeding its targets.

Fenix Outdoor