One brand. Eight countries. One storefront.
An international e-commerce experience connecting products, content and markets for a sports turf brand.
- 8
- countries with a storefront
- 11
- versions run from one codebase
01 / The challenge
Selling abroad takes more than a translation.
An international catalogue needs to connect the content a customer sees with the market they belong to. Language, navigation and product information must work together as a coherent experience.
The challenge for Heroturfs was to maintain that coherence across Spain, Portugal, France, Italy, Germany, the Netherlands, the United Kingdom and the United States, plus a version for the rest of the European Union and an international one: a shared brand with a structure that supports markets playing by different rules.
02 / The client
Heroturfs
Heroturfs is the sports turf brand of the Rols group, a textile manufacturer in Crevillent that has been weaving custom carpets since 1917. A fourth-generation family business, and the first European carpet company certified as a B Corp.
The brand manufactures in Spain and is present in twelve countries, with more than a thousand sports installations across Europe.
The leap was not about the product, it was about the channel. Taking a century-old industrial business into selling its own brand directly to end customers, outside Spain, called for a storefront that could hold several markets at once without multiplying the work of running it.
03 / The solution
Products and content, connected by market.
We developed an international storefront connected to Shopify catalogues, with content managed in Sanity. The architecture connects the customer experience with the products and content of each market.
International SEO is part of that structure, including language and market versions, localised navigation and relationships between equivalent pages. Products are presented within their relevant commercial context.
- Connected catalogues. Shopify supplies the commercial catalogue behind the shopping experience within an architecture organised around markets.
- Content alongside commerce. Sanity supports editorial content together with the presentation of the brand's products and projects.
- An international structure. Localisation and the relationships between versions inform URLs and navigation as well as the text on the page.
04 / Results
An international experience with a common foundation.
- 8
- countries with a storefront
- 11
- versions run from one codebase
Heroturfs now sells in eight countries from a single storefront, with dedicated versions for the European Union and the rest of the world. One shared foundation the team maintains without duplicating work per market.
- Eleven storefront versions: eight countries, plus EU and international.
- Shopify catalogues connected to the storefront.
- Sanity content and international SEO architecture.
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