Range cooker in a bright kitchen with marble worktops, beige cabinets and a large arched windowRange cooker in a bright kitchen with marble worktops, beige cabinets and a large arched window

Headless e-commerce for LSBolagen's 26 storefronts

ZCO

Before, LSBolagen's diverse catalog of wine coolers, range cookers, and outdoor kitchens was bottlenecked by fragmented systems. We replaced that with a single headless e-commerce solution that now runs 26 storefronts across 11 countries.

See all sites on lsbolagen.com

LSBolagen wanted to turn the wine segment into a true wine destination. But the wider business was still running on separate e-commerce platforms per market and 26 Klaviyo accounts.

Day-to-day work suffered for it. Admin took too long. Effort got duplicated across teams. And nobody had a full view of the customer.

Background & discovery

We ran workshops and interviews with sales, marketing, and leadership. The goal was to find what was actually slowing the team down, not just what looked broken from the outside.

Outcome

  • Clear architecture and governing principles (in-house ownership, local relevance, measurable impact)
  • Concrete KPIs and defined ownership per metric
  • A staged launch plan across three segments, with wine as the reference implementation
"What impressed us most was how much time ZCO spent understanding our business before writing a single line of code. That upfront planning is exactly why the numbers turned out the way they did. Together we built a platform that puts the customer journey first, from discovery all the way through purchase and the care that comes after. This feels like the start of a long-term partnership, not just a project." - Alexander Jernberg, CCO, LSBolagen
Two mobile screens from MyRangeCooker.se: a range cooker category page and the shopping cart

Content and commerce needed to live in the same system. That way, guides, product specs, and campaigns could all draw from one shared model instead of being rebuilt for every segment.

Design

In Crystallize, products and editorial content share the same shapes and components. That let us build content blocks once and reuse them across product pages, category pages, guides, and campaigns.

Process highlights

  • Content model shared between e-commerce and editorial content (Crystallize)
  • Clickable Figma prototypes for core flows before full build
  • Editorial page types (guide/how-to, campaign LP, brand/series, product archive) reusable across all 26 sites
  • Product templates per product type, with variants that avoid duplicates
Product page on MyOutdoorKitchen.se showing a free-standing outdoor kitchen in anthracite with wooden details
"What set ZCO apart from others was their genuine enthusiasm for tailoring an existing solution to our unique business needs, rather than expecting us to adapt the way we operate to fit the constraints of the technology. That flexibility gives us confidence that ZCO is a partner we can grow with, regardless of the scale of our operations or the direction our business takes in the future." - Rebekka Weiss, CMO, LSBolagen

Global localization

Every country needed the right language, pricing, VAT, payment methods, content, and SEO, without the experience feeling inconsistent from market to market. So we built the catalog, CMS, and checkout to run off market parameters, instead of handling each market as a one-off.

Localization highlights

  • 26 localized storefronts across three segments (wine, range cookers, outdoor kitchens)
  • 11 markets: Sweden, Norway, Denmark, Finland, the UK, Germany, Austria, Switzerland, France, Italy, the Netherlands
  • Predictable URLs with market-specific domains per segment
  • CRM consolidated from 26 Klaviyo accounts into one Rule account, with the right language/market per contact
  • Payment orchestration per market via Briqpay (Adyen, Svea, PayPal, and more)
  • An operating model built for a small in-house team to own end to end

Collaboration & results

We worked as one team from discovery through launch, on a shared timeline across all 26 sites.

The goal was simple: a faster, more locally relevant platform the team could run themselves. We started with the smallest domain in the range cooker segment and rolled out from there, smallest to largest, to keep the risk low.

Highlights

  • 26 sites across 11 markets launched on shared infrastructure
  • CRM consolidated into one account, without adding headcount
  • Sharply reduced bounce rate across several markets
  • Core Web Vitals green on key metrics (CLS effectively eliminated)
  • Automation engagement (open rate, click rate) up several hundred percent after the Rule migration
  • A consistent local experience with central control, and no local copies to maintain

More results further down this page.

"With ZCO as our partner, we have efficiently and seamlessly implemented a new e-commerce platform. ZCO has a strong presence and close relationship with its customers, making collaboration both easy and highly adaptable. Combined with their outstanding expertise, this creates a winning formula." - Mikael Rubensson, IT Manager, LSBolagen
Search results on MyOutdoorKitchen.co.uk showing categories, stainless steel outdoor kitchens and related guides

Results & numbers 1 month after launch

Delivery Time

6 months from kickoff to all 26 sites live

Internal workload

Time saved: 44%

LSBolagen has estimated 44% time saved across PIM, CMS, order handling, synchronisation and campaigns.

CRM & Automation

"Consolidating our CRM with ZCO was a big strategic effort, and it's paid off. Engagement on our automations is up several times over." - Rebekka Weiss, CMO, LSBolagen

Vinkylen.se homepage with a shoppable kitchen image, where a hotspot links to a built-in wine fridge
MyRangeCooker.se homepage on desktop and mobile, showing Italian range cookers, categories, brands and bestsellers

Tech and methods used for LSBolagen

E-commerce platform

Crystallize

LSBolagen runs three product segments, wine, range cookers, and outdoor kitchens, where editorial content and product need to work closely together. With 26 sites sharing one model, Crystallize was the right fit for keeping everything in one place.

Tech replaced: home built solution.

Hosting

Vercel

We deployed the new storefronts on Vercel, managed by ZCO, to scale with demand and serve content from a global edge network. Preview deployments and streamlined CI/CD accelerated releases while keeping infrastructure overhead low.

Tech replaced: Nginx (self-managed hosting)

Search & Merch

Meilisearch

Meilisearch powers search and merchandising, with a ZCO-built visual merchandiser app for Crystallize. The team can curate ranking and add editorial content directly into product lists, and every change syncs automatically to the Meilisearch index, keeping operations fast and lean.

Tech replaced: Depict

CRM

Rule

LSBolagen needed to consolidate 26 separate Klaviyo accounts into one platform. Rule provides a unified customer profile across all domains, event-driven flows, and multi-language templates.

Tech replaced: 26 separate Klaviyo accounts.

Analytics

GA4 + Plausible

We run GA4 alongside Plausible to get a stronger decision base for continuous improvements. Plausible is GDPR safe and does not require consent, which means it captures a lot more visits than GA4.

Along with a robust CRM tracking strategy we now have full commercial insight on all traffic from Rule.

Framework

Next.js

We rebuilt the storefront in Next.js for fast, SEO-friendly rendering and a shared component library used across all segments.

Tech replaced: PHP

Payments

Briqpay

LSBolagen needs localized payments across 11 markets without heavy development costs each time a market opens or changes. Briqpay orchestrates payment methods per market while existing PSP agreements (Adyen, Svea, PayPal) stay in place.

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