New Shopware sales channel for BEACHIES®: Successful brand positioning with elio
With BEACHIES®, Ewers has a brand with high recognition value and great potential for direct sales. To position the brand more independently and expand its digital visibility, elio developed a standalone sales channel based on Shopware, specifically designed to drive conversion and brand growth.
About Ewers
Ewers has been one of Germany’s best-known manufacturers of high-quality hosiery for many years. With products for babies, children and adults, the company combines quality, comfort and contemporary design. Alongside its established range, Ewers is actively developing new ideas and expanding into new target groups through brands such as BEACHIES®, whilst consistently driving forward the expansion of its digital business.
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Sector
Textile industry
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Business sector
B2C/B2B
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| Founded 1866 |
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Employees
>85
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Website
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Sascha Vorderstemann,
CEO and founder of elio GmbH
The challenge
BEACHIES® needed to be positioned more strongly as a standalone brand and marketed more independently. To achieve this, Ewers required its own digital sales channel that consistently reflects the brand identity, offers an optimal user experience and, at the same time, lays the foundations for long-term growth.
Project Overview
For the BEACHIES® brand, elio developed and implemented a comprehensive eCommerce solution that combines strategy, design, technology and SEO:
A distinctive brand identity to boost conversion rates
The project centred on developing a dedicated sales channel for BEACHIES®. From the visual concept through to the design and technical implementation, the result was a modern brand identity that highlights the unique features of the products and guides users intuitively through the purchasing process.
Particular emphasis was placed on:
Clear and straightforward navigation
A streamlined process leading to the completion of the purchase
A product presentation in keeping with the brand’s identity
An optimised mobile user experience
A consistent brand experience across all touchpoints
Michael Papenheim,
CEO at Ewers Strümpfe GmbH
SEO-optimised content for greater visibility
In addition to the design, all content was optimised for search engines and users. The aim was to build the brand’s visibility in the long term whilst, at the same time, catering as effectively as possible to the various search intentions of potential customers.
The SEO measures included, amongst other things:
- Optimising page structures and category pages
Search engine optimised text for products and categories
Taking relevant keywords and search intent into account
Preparing for a smooth SEO migration of existing content
Shopware update and PaaS as the foundation for the future
In parallel with the development of the new sales channel, the existing Shopware environment was modernised. The update to the latest Shopware version lays the groundwork for enhanced security, improved performance and long-term maintainability.
In addition, a modern PaaS concept has been integrated. As a result, Ewers benefits from:
- automated updates
- a highly available infrastructure
- flexible scalability as traffic grows
- reduced maintenance requirements
- a future-proof eCommerce platform
Next stages of development:
Native Ewers app for greater customer loyalty
The collaboration between Ewers and elio is constantly evolving. The next step is the development of a native Ewers app, which will offer customers an even more convenient shopping experience and further strengthen their digital connection to the brand. An integrated loyalty scheme creates added value, rewards repeat purchases and fosters long-term customer loyalty beyond the traditional online shop.
Expansion into Austria
International growth is also being consistently driven forward. By launching its own sales channel for Austria, Ewers is expanding its digital sales strategy and tapping into further target groups in the German-speaking region. This lays the foundation for further expanding the brand’s presence and harnessing additional potential in the European eCommerce market.
Results
A standalone sales channel for the BEACHIES® brand
Moderner und markengerechter Online-Auftritt
SEO-optimised content for greater organic visibility
Updating to the latest version of Shopware
Introduction of a scalable PaaS infrastructure
Technical and strategic foundations for further digital growth
Planned development of a native Ewers app with a loyalty scheme
Establishment of an additional sales channel for the Austrian market
Conclusion
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