Replatforming Pro:Direct Sport from Sitecore to Shopify
Pro:Direct Sport is a leading online sports retailer specializing in performance footwear, apparel, and equipment for football, running, rugby, cricket, and other sports. They partnered with Domaine to migrate their ecommerce ecosystem from Sitecore to Shopify, beginning with their US storefront and laying the foundation for future expansion across the UK and Europe. As one of the world's leading multi-sport retailers, Pro:Direct Sport was managing significant technical debt, rising operating costs, and increasingly complex workflows across multiple regional sites.
Innovation and speed locked up in a complex stack
Their previous Sitecore implementation required extensive developer involvement for even routine updates, creating bottlenecks that slowed innovation and increased total cost of ownership. Domaine took a strategy-led approach to the migration, helping Pro:Direct Sport simplify operations, modernize their customer experience, and create a scalable foundation that would support future international growth.
Building a global Shopify strategy for long-term scalability
Domaine worked closely with Pro:Direct Sport and Shopify's Professional Services team to evaluate the optimal international architecture and determine how Shopify could support their long-term growth plans. This strategic foundation ensured Pro:Direct Sport could simplify site management across regions while maintaining the flexibility needed for localized experiences, merchandising, and future market expansion. At the same time, the migration aligned with broader business transformation initiatives, including the implementation of Microsoft Dynamics ERP and a new merchandising and personalization strategy powered by Bloomreach.
Transforming product discovery for a multi-sport shopping experience
The Team redesigned key customer journeys to make information easier to discover and products easier to shop. Product detail pages were transformed from text-heavy experiences into more engaging, story-led destinations that highlighted product benefits through imagery, iconography, and expanded content sections. Information previously hidden within accordions became more prominent, helping shoppers make confident purchase decisions without increasing complexity. Rather than requiring new content creation, Domaine strategically restructured and elevated existing content assets, allowing the brand to unlock greater value from the resources they already had.
Supporting complex retail operations through custom Shopify solutions
Domaine developed a series of custom solutions that enabled Shopify to support Pro:Direct Sport's highly specialized business requirements. The retailer operates multiple membership programs that provide exclusive pricing, premium delivery benefits, and sport-specific loyalty offerings. The Team built custom functionality that dynamically displays membership pricing and promotional opportunities throughout the shopping journey, helping customers better understand the value of joining. Domaine also developed sophisticated product and pricing logic to support dropshipping workflows, regional compliance requirements, and complex discount structures. A custom rule management framework allows business rules to be automatically applied based on product attributes, streamlining operations while reducing manual effort.
Technical Integrations
Capabilities were further enhanced through integrations with Microsoft Dynamics ERP and a highly customized Bloomreach implementation. Because standard connectors could not support all of Pro:Direct Sport's requirements, Domaine developed a custom integration layer that powers search, merchandising, personalization, and customer behavior tracking. The project also established many of the Bloomreach integration standards and learnings that Domaine has since applied across other enterprise ecommerce engagements.
