The Army Painter: Spillet stærkere med Shopify Plus
CASE: The Army Painter

Play Stronger with Shopify Plus

"The human approach makes all the difference! D.TAILS was genuinely enthusiastic and curious about our business. They don't just sell a solution; they sell us what we truly need. Moreover, it's a huge advantage that they've run webshops themselves and know the ins and outs. They share their best experiences, and we confidently rely on the experts."

– Mikkel Cort, Head of E‑Commerce, The Army Painter

The battle is fought around the clock, with new hand-painted warriors constantly emerging on board games worldwide. Paint needs to be purchased, lots of it—and it should be easy, even for those selling the paint! This holds true for the Danish company The Army Painter, which is the world's largest independent Warhammer painting brand. The company had an outdated Magento solution, and there was a need to enhance the purchasing experience and gain more control in-house. The focus shifted to Shopify, and among a handful of potential providers, it was us who conquered the competition in the battle to win the project.

Who is

The Army Painter

The Army Painter sells various types of paint for board game figures. This is a niche business in the truest sense of the word, yet the niche is a global phenomenon. Customers are highly enthusiastic, and the demands for paint, brushes, and other equipment are sky-high. The Army Painter has a division in Denmark, which handles the entire European market, and in the USA: Two separate units operating under one umbrella. This requires a complex setup.

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Complex setup behind the standard front

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The outdated Magento setup had become both rigid and expensive, creating a clear need for a more dynamic system. Today, with Shopify, the e-commerce team can handle updates themselves—confident that all content is seamlessly synced between the European and US sites.

Using the project requirements as a guide, we selected a standard Shopify theme that fulfilled all essential needs. The Army Painter has stayed almost entirely true to this theme. The result: a far better customer journey, a much smoother backend experience for staff, and—perhaps most importantly—valuable insight into customer behaviors thanks to greatly improved reporting. Some of the key improvements for The Army Painter include:

  • Migration from Magento to Shopify 2.0 using a standard theme
  • Integration of our Synker app to sync all content hourly between the European and US stores
  • Implementation of our Wish List app
  • Advanced redirect functionality
  • Klaviyo integration
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In the Best Hands with D.TAILS Care

We remain part of the game and continuously assist with conversion and support through a D.TAILS Care agreement.

"D.TAILS developed a fantastic project plan and executed it flawlessly. They guided us so that we could deliver everything on time, working tirelessly day and night, through weekends and even over the Christmas holiday to ensure our launch was a true success. I’m honestly running out of superlatives!"

– Mikkel Cort, Head of E‑Commerce, The Army Painter

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