Building a future-ready commerce foundation for a 125-year-old family brand
As the brand’s international footprint expanded across both wholesale and direct-to-consumer channels, their digital ecosystem needed to evolve. Domaine partnered with BOSKA to migrate from Adobe Commerce (Magento) to Shopify and build a unified B2B and DTC experience — streamlining operations, enhancing UX, and creating a scalable foundation for sustainable growth.
When BOSKA first partnered with Domaine, their DTC store was running on Magento, while B2B orders were still placed via phone, fax, and email. It worked, but it was manual, fragmented, and time-consuming. Domaine migrated BOSKA to Shopify, creating a single commerce backbone for both DTC and B2B. Early on, Domaine architected a bespoke B2B environment for BOSKA with customer-specific pricing, minimum order quantities, and a Microsoft Dynamics Business Central integration. When the team migrated Boska to Shopify B2B, they leveraged Shopify’s built-in B2B features, with functionality designed on how professional customers actually purchase: tiered pricing, account-based ordering tools, and detailed product information structured to support high-volume transactions.
For Boska’s DTC experience, Domaine led a full UX evaluation and rebuild. The shift to Shopify unlocked flexibility across all templates, empowering the internal team to launch campaigns, product drops, and content updates without complex development. A refreshed design system, developed in collaboration with Bolden, modernized the brand’s digital presence while maintaining BOSKA’s heritage. A renewed navigation structure, bestseller modules, and expanded inspirational content improved product discovery and storytelling.
Domaine’s strategy extended beyond design into behavioral insight. 51% of BOSKA’s orders were gifts, making gifting functionality mission-critical. When no suitable app met their needs, the team developed a custom gift-wrapping solution directly within Shopify, ensuring the feature aligned seamlessly with their checkout experience. For merchandising, BOSKA elevated their cross-sell strategy by integrating AI-powered product recommendations via CartUp. Domaine built a custom connector to Shopify, enabling automated bestseller placement and setting the stage for intelligent accessory recommendations across PDPs.
Domaine ensured BOSKA’s technology stack supports their long-term vision for sustainable international growth. With Shopify Markets enabling international expansion, automated pricing structures reducing operational overhead, and plans for a customer data platform to power personalized marketing, BOSKA operates five international B2C stores (NL/DE/FR/EN/USA) alongside five B2B stores, all within one cohesive Shopify ecosystem.
By migrating BOSKA from Magento to Shopify and consolidating wholesale and DTC into a single ecosystem, Domaine created a streamlined commerce engine that empowered BOSKA’s team with flexibility and speed. Meanwhile, native Shopify B2B functionality reduced reliance on custom development and positioned the business for scalable wholesale growth. With one unified infrastructure supporting all storefronts, BOSKA can now focus on innovation, customer retention, and sustainable product expansion, without being constrained by technical debt. “Everything we wanted is now available in Shopify. Customer-specific pricing, different price lists, discounts, everything is possible if we want it.” - (Pascal Verheul, Head of E-commerce & Performance Marketing at BOSKA)
