AMC: Innovation, quality and sustainability - a brand that is reinventing cooking

Anyone who thinks of classic pots and pans when they think of AMC is wrong. Because what the company sells is far more than just cookware - it is a smart cooking system that combines healthy nutrition, sustainability and innovation. The digital infrastructure should be as future-oriented as the products. Together with AMC, we worked on exactly that - and paved the way for a new era in online presence. In this interview, Urs Bludau, IT project manager for online stores at Vesta Technology GmbH, tells us how the traditional direct sales model can be successfully transferred to the digital world - and how the move to Shopify Plus went for AMC.

A complex brand with a clear vision

“We don't sell cookware - we sell a system,” Urs Bludau sums up. As part of Vesta Technology GmbH, to which AMC also belongs, he took on the strategic management of the project. We worked closely with AMC to support the migration to Shopify Plus.

The focus was on the question of how a high-quality product that requires explanation can be presented digitally in such a way that the brand values - sustainability, quality and innovation - are conveyed. Especially when sales do not take place via the classic online store, as is the case with many D2C brands, but via consultants in direct sales.

The challenge: Migration to Shopify Plus - with a special setup

The challenge: AMC does not sell its pots directly in the store. Instead, customers should use the website to get to know the brand, understand the system and then find a personal advisor in their area. The goal was therefore not a conventional Shopify store with a shopping cart and checkout - but an experience that creates trust, explains the system and generates leads.

Together with AMC, we created the technical basis for this.

The core requirements were:

• Migration from a previous platform structure to Shopify Plus

• Integration of a consultant search for lead generation

• Creation of CMS-driven content that brings the cooking system to life

• Setup of products such as cleaners, accessories & cookbooks that can be purchased online

AMC sells its high-quality cooking systems exclusively via direct sales - over 2,000 advisors bring the system to life in everyday life. AMC combines physical products with digital components. As part of the digital strategy, this USP had to be made visible online and the infrastructure had to be scalable internationally.

"We had to explain our cooking system. We wanted to create a solution that would make us more approachable - especially for a younger target group," says Urs Bludau.

A product that needs to be explained - digitally presented

The AMC cooking system is not self-explanatory - and that's a good thing. Because it works differently to everything you know from the kitchen shelf. Frying without additional fat, steaming without adding water, risotto in three minutes - all made possible by a smart combination of pot, mobile hob, app and Audiotherm. And that's exactly what had to be explained digitally.

Instead of relying purely on product scrolling, a content setup was created that informs, inspires and invites personal contact. The focus is not only on the products, but also on values such as sustainability, energy efficiency and durability.

"Our pots are made from 95% recycled stainless steel. And they last. Our products have a 30-year guarantee. That's our understanding of sustainability," explains Urs Bludau.

A promise of quality that also had to be conveyed online.

Solutions & technical implementation

As part of the strategic realignment, AMC decided to migrate to Shopify Plus - including a complete redesign of the brand in the digital space. The aim was to combine the advantages of a modern CMS with a scalable checkout system. The decisive factor here was not only Shopify's technical performance, but also its API-first approach, which enabled a smooth connection to SAP and other systems.

Together with Latori, AMC developed an individual Proxy app that allows each consultant to maintain their own personalized landing page with a photo, text and product recommendations. These pages can be found via the central consultant search and thus strengthen the individual contact between the brand and the end customer. Urs Bludau's opinion of this new development is clear:

“What we have created with the Proxy App is extraordinary.”

The technical basis allows operation via five Shopify stores in different countries - all accessing the same proxy app. This means that features can be rolled out country-specifically and cultural and legal particularities can be taken into account.

Close collaboration with a clear allocation of roles

A project of this size requires well-established processes. The collaboration between AMC and Latori was close right from the start: two weekly meetings, joint workshops and an agile way of working formed the framework for efficient implementation.

“The close exchange at eye level, clear responsibilities and a shared vision meant that we were able to implement the migration and relaunch efficiently - despite the complex requirements,” says Urs in conversation.

The collaboration between Latori and AMC began back in 2023 with a small project to digitalize the rewards process for cooking shows. This quickly developed into a strategic partnership with extensive technical development and a long-term roadmap.

"We have the feeling that we are in exactly the right hands. Even if we get the odd request, Latori makes it possible. In my opinion, one of the best Shopify agencies in the DACH region!"

Results and the next steps at AMC

Following the launch in Germany, initial successes are becoming apparent: individual consultants recorded over 200 page visits in the first week - purely via direct links, without Google indexing. Social media activity has also increased noticeably thanks to the new consultant pages.

The new design gives the brand a modern, high-quality appearance - an important step in addressing younger target groups.

"The new website with the new look of the consultant search is just the beginning. We now have the opportunity to make progress here and tap into new target groups," explains Urs.

The international rollout will start with Austria, Italy and Spain. The proxy app will be developed further in parallel - as will the content relating to the topic of sustainability.

Conclusion

AMC is a good example of how a traditional direct sales model can be translated into the digital world - without losing any of its personality or depth. The new Shopify setup provides the technological basis and enough freedom to further develop the brand.