From DanDomain to Shopify Plus: How Luksusbaby Achieved a Webshop that Matches Their Ambitions

Luksusbaby had long outgrown their old platform. Limitations in performance and flexibility hindered growth, turned large campaigns into a logistical challenge, and at worst, resulted in customers being locked out while conversions were lost. The system strained under the pressure and could no longer keep up with the company's growth.

In 2024, they made the leap to Shopify Plus with assistance from DTAILS. It became the solution that not only ensured stability but also opened new doors for growth and innovation. The transition involved six webshops and included updating vital systems, such as replacing their custom PIM with a tailored version of Struct and implementing Hello Retail to optimize filtering – an area that had previously presented significant challenges.

The Background:

With six online stores, thousands of daily orders, and a wide array of complex needs, Luksusbaby required a platform that could:

• Support growth: Ensure reliable performance even during peak traffic.
• Enhance the customer experience: Deliver fast, accurate navigation with powerful filtering options.
• Enable growth with value-adding features: Integrate advanced wishlists and flexible payment solutions.
• Provide flexibility in design and layout: Empower their team to make day-to-day updates independently.

The Solution:

Through a thoroughly planned process, DTAILS partnered with Luksusbaby on their largest digital transformation to date. The migration included:

• Migration to Shopify Plus: Six webshops were transferred from DanDomain to Shopify Plus—a robust and future-proofed platform renowned for its stability and scalability.
• PIM System: Moving from a custom PIM setup to Struct, specifically tailored to Luksusbaby's requirements.
• Filtering: Integrating Hello Retail for enhanced search and navigation, alongside significant design improvements.
• Bespoke features: Designing and implementing custom solutions such as #ProductReference, DTAILS Wishlist, DTAILS Saved Carts, GiftWrapper, GiftcardFulfiller, Giftcard Custom Amount, and the ability to offer credit payment (e.g., child allowance).

Luksusbaby’s goal was a migration that preserved their shop’s look and feel, ensuring customers would recognize and trust the familiar experience—now enhanced and fine-tuned for performance, reliability, and ease of use.

We executed the process in phases, using smaller storefronts like the Korean shop as a testing ground to trial new systems and optimize the overall solution.

Shortly after the first launch, performance issues were detected—but were resolved swiftly. At DTAILS, we put everything else on hold, dedicating our full attention to optimizing the shop. This agile teamwork and collective commitment were key to the project’s success.

"DTAILS has become a truly valued partner, always focusing on making the most of Shopify’s standard features before building anything custom. And, above all, a team that will move mountains for us when needed."

– Thue Stensgaard, CIO, Luksusbaby

Despite a serious investment and a diligent attempt to create a well-functioning filter on the old platform, Luksusbaby's customers repeatedly experienced that it didn't work. It only got worse as traffic increased. It was frustrating for both the team and the customers.

With the integration of Hello Retail, and a refinement of the front-end part, customers can now filter quickly and accurately. Customers can also sort the results by “largest savings.” This option, which is not standard in Shopify, was developed specifically for Luksusbaby.

A breadcrumb trail at the top of the page ensures that the customer can easily find their way back to the main category. A section with the best-selling products in the category has been added to inspire, and below that, there's a row with similar categories, allowing the customer to explore and find just the right products.

What is Hello Retail?

Hello Retail is a service that specializes in personalized solutions for e-commerce. The aim is to enhance the customer experience by making shopping more relevant and efficient. For Luksusbaby, we have focused particularly on optimized search and filtering, so customers can find the products they are looking for more quickly.

Hello Retail also delivers recommended products on the homepage and in the cart, so Luksusbaby's customers receive a personalized experience.

"DTAILS has been an exceptional partner, truly understanding how to fully leverage Hello Retail’s technology. Their expertise has elevated Luksusbaby's e-commerce platform to new heights, creating a fantastic shopping experience for customers"

- Kasper Refskou Jensen, CEO, Hello Retail