From wholesale-first to a high-performance DTC engine in Europe
Alpinestars partnered with Domaine to launch its first Europe-facing DTC ecommerce experience, transforming a historically wholesale-led brand into a scalable, high-performing Shopify flagship. By pairing a strategy-led Shopify build with a carefully selected tech stack, Alpinestars unlocked rapid growth, stronger customer relationships, and a foundation built for continuous innovation.
For decades, Alpinestars built its reputation supplying elite motor-, car-, and bike-racing athletes through a global dealer network. While the brand operated a US DTC Shopify site, Europe had no direct-to-consumer storefront, creating a gap between the brand and its most passionate audience. When Lars Kristian Stråtveit joined as Head of Ecommerce in mid-2023, the opportunity was clear: establish a European digital flagship that could scale fast, support international complexity, and deliver a premium experience worthy of one of the most trusted names in motorsport.
Domaine partnered closely with Alpinestars to architect a Shopify build designed for rapid iteration and long-term scalability. Rather than over-engineering from day one, the focus was on a strong frontend foundation and a flexible ecosystem of proven tools allowing the team to move quickly while avoiding unnecessary custom complexity.
Expanding across Europe was a core requirement from day one. Alpinestars needed to support multiple countries, currencies, and localized experiences without fragmenting operations or duplicating effort. The team implemented Shopify Markets to centralize internationalization across European regions. This allowed Alpinestars to localise storefronts by market while maintaining a single, cohesive platform. Site updates could be deployed across all countries at once, dramatically reducing operational overhead and keeping teams aligned as the business scaled.
To support long consideration cycles for highly technical, safety-critical products, the Domaine team helped Alpinestars layer in tools that strengthen trust and deepen customer relationships. Yotpo was implemented to power reviews and loyalty, reinforcing credibility for research-driven shoppers and supporting a growing membership program. Klaviyo enabled personalized email flows tied directly to that membership strategy, driving engagement across the customer lifecycle. Together, these tools helped Alpinestars shift from transactional ecommerce to a more connected, community-driven DTC experience.
As traffic and order volume scaled, operational efficiency became just as critical as conversion. Gorgias was introduced to support customer service at speed, using AI-assisted workflows to handle high ticket volumes while maintaining a premium experience. For post-purchase, Returner was added to improve exchanges, particularly for sizing-related returns, protecting revenue while improving customer satisfaction. Domaine also supported custom integrations across warehouses and fulfilment flows, ensuring the backend could scale as quickly as the frontend.
To stand apart in a competitive category, Alpinestars needed more than a standard ecommerce build. Domaine supported the integration of a bespoke suit configurator, allowing pro and semi-pro racers to design made-to-measure suits with custom branding and sponsor logos. This experience reinforced Alpinestars’ position as a performance leader turning the Shopify store into a true digital flagship rather than just another sales channel.
By launching Alpinestars’ first European DTC store on Shopify, Domaine helped the brand move from wholesale-first to customer-first, without sacrificing speed or operational control. The new flagship unlocked a scalable foundation for international growth, supported a fast-growing membership program, and enabled the team to iterate continuously based on real customer data. With strategy, development, and execution aligned, Alpinestars can now serve its most loyal fans directly, while continuing to push the boundaries of digital product innovation.
