Lamy
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Lamy
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Latori developed a global headless commerce platform for LAMY based on Shopify Plus and Hydrogen. The goal was to internationalize the e-commerce ecosystem, integrate various Shopify instances, and connect Akeneo and Storyblok within a scalable architecture.
About the Client
LAMY is a renowned German manufacturer of high-quality writing instruments and is known worldwide for its fountain pens, ballpoint pens, rollerball pens, and pencils. As part of its digital transformation, the company chose Shopify Plus and a modern headless commerce architecture based on Hydrogen.
All the facts at a glance:
- Client
- Lamy
- Industry
- Premium Writing Tools
- Solution
- Shopify Plus (Migration from Commercetools)
- Architecture
- Internationalization & Custom UX
- System Integrations
- Xentral (ERP), SAP (Product Data)
- CMS
- Storyblok
- PIM
- Akeneo
- Markets
- Global
Challenges & Goals
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LAMY operated a complex international e-commerce landscape consisting of multiple Shopify instances, various storefronts, and, in some cases, separate checkout and data structures for different markets. This architecture had limited scalability and made it difficult to centrally manage product and content data as well as to consistently enhance the digital customer experience across all regions.
As part of the digital transformation, the central task was to create a future-proof, scalable, and internationally oriented commerce architecture that would eliminate existing system silos and establish a unified brand and technology foundation for all markets.
Particular emphasis was placed on harmonizing the system landscape, standardizing data flows between PIM, CMS, and the commerce system, and ensuring the ability to roll out new markets and sales channels quickly and in a structured manner.
The following goals were a particular focus:
- Internationalization
- Multiple Shopify backends
- Centralized PIM integration using Akeneo
- Consistent brand experience
- High performance requirements
- Use of the Storyblok CMS
Our Solution
As part of the LAMY project, Latori developed a fully integrated, global headless commerce architecture based on Shopify Plus and Hydrogen. The goal was to create a scalable platform that unifies various international markets, standalone Shopify instances, and complex content and product data structures into a single, consistent system.
The following solutions highlight the key technical and conceptual building blocks that enable this architecture and allow LAMY to flexibly and future-proof the further development of its digital commerce landscape.
With Shopify Plus, we lay the technical foundation for sustainable growth in enterprise e-commerce. As a certified Shopify agency, Latori handles ERP integrations, custom development, and day-to-day operations so your teams can focus on your core business.
Learn moreFor brands with specific requirements, we develop high-performance headless commerce solutions based on Shopify. From Hydrogen front ends to integrations with CMS systems like Storyblok, we create flexible architectures that deliver maximum performance.
Learn moreMigrating from Shopware, Spryker, or Adobe Commerce (Magento) to Shopify Plus requires experience and a clear migration strategy. As a Shopify agency, we ensure the secure transfer of data, SEO structures, and integrations—without any downtime.
Learn moreWith Shopify Plus, we lay the technical foundation for sustainable growth in enterprise e-commerce. As a certified Shopify agency, Latori handles ERP integrations, custom development, and day-to-day operations so your teams can focus on your core business.
Learn moreFor brands with specific requirements, we develop high-performance headless commerce solutions based on Shopify. From Hydrogen front ends to integrations with CMS systems like Storyblok, we create flexible architectures that deliver maximum performance.
Learn moreImplementation
International Headless Commerce Architecture
Latori developed a global headless commerce platform for LAMY based on Shopify Plus and Hydrogen. The architecture connects multiple Shopify backends with separate checkouts and serves as the foundation for international e-commerce. LAMY operates independent stores for various markets, including Europe, the U.S., Japan, Canada, Brazil, Argentina, and Taiwan.
Custom Akeneo Integration
A key component of the project was the integration of the Akeneo product information management system. Since the existing standard solution could not fully meet LAMY’s requirements, the backend team developed a custom connector. This allows product data to be managed centrally and synchronized efficiently across the various Shopify instances.
Headless Frontend with Shopify Hydrogen
A particular highlight of the project was the implementation of the frontend using Shopify Hydrogen. Since LAMY operates various sales channels worldwide—ranging from its own online stores to distributor and franchise stores—content and commerce data from multiple Shopify stores had to be consolidated within a single domain. For example, the content on lamy.com/en-us may come from a different Shopify store than the content on lamy.com/de-de, while users still enjoy a consistent brand experience.
Flexible Content Management with Storyblok
By using Storyblok as a headless CMS, we created a flexible and scalable content platform that enables international teams to efficiently manage content and deliver it tailored to specific countries. This allows new markets, campaigns, and landing pages to be launched much more quickly.
Custom Features for a High-Quality Shopping Experience
In addition to the technical architecture, custom e-commerce features were also developed. These include an engraving feature that allows customers to personalize their writing instruments. A variety of fonts and engraving positions enable a personalized product experience and underscore the LAMY brand’s premium image.
Request a quote for my projectThe result
With its new commerce architecture, LAMY now has a future-proof and internationally scalable e-commerce platform that meets the demands of global markets. By combining headless commerce, Shopify Plus, Hydrogen, Storyblok, and Akeneo, the company was able to create a flexible system landscape that provides sustainable support for both technical development and international expansion.
Key results at a glance:
Scalable global commerce architecture for international markets
Standardization of the digital brand experience across different countries and regions
Centralized management of product data and content across multiple systems and storefronts
Greater flexibility in expanding and further developing the platform
Future-proof headless architecture based on modern commerce technologies
More efficient management of international content through the use of a headless CMS
Seamless integration of multiple Shopify instances within a consolidated domain structure
Improved foundation for tapping into new markets and sales channels
Custom extensions and integrations to address complex business requirements
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Patrick Schneider
“We pushed Hydrogen and Oxygen to their absolute limits for Lamy—and simply reimagined the system. A central Oxygen proxy now orchestrates a global network of lean data subshops. The result is not a standard setup, but the perfect digital infrastructure for a global franchise system.”
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Neuland is an innovative e-commerce company specialising in high quality products for the education and seminar sector. The Neuland range includes a wide variety of products including flipcharts, pens and markers.
About the Neuland projectFrequently Asked Questions About the LAMY E-Commerce Project
Why did LAMY and Latori choose Shopify Plus and a headless architecture?
Shopify Plus offers the perfect, scalable foundation for global commerce processes. The headless approach (separating the front end from the back end) gives LAMY maximum flexibility: new international markets can be tapped into more quickly, and the digital customer experience can be designed with complete freedom and tailored to specific needs.
What roles do Shopify Hydrogen and Storyblok play in the system?
Shopify Hydrogen serves as a powerful front-end framework that enables an extremely fast and highly customizable user experience (UX). Storyblok functions as a headless CMS, allowing international marketing teams to manage and publish content completely independently, flexibly, and without relying on developer resources.
How is product data managed on the new platform?
The Akeneo Product Information Management (PIM) system was integrated for centralized product data management. This ensures that all product information is maintained in one central location and displayed consistently across all international sales channels.
What key challenges were addressed in the project?
The project focused on the complexity of e-commerce internationalization, the seamless integration of various third-party systems (such as PIM and CMS), and the standardization of global processes on a single, future-proof, and scalable platform architecture.
How did the implementation go?
To avoid disrupting day-to-day operations and ensure a seamless transition, the new architecture was implemented, rolled out, and scaled for the international commerce landscape in several phases.
For which companies is this type of headless approach suitable?
Headless commerce is particularly well-suited for international brands with high standards for design, page load speed, and customer experience. It is perfectly suited for organizations that want to efficiently and centrally manage multiple markets, languages, and sales channels.
How does Latori support such headless commerce projects?
Latori provides comprehensive support to brands, from strategic consulting through system architecture and integration (PIM, CMS, ERP) to front-end development and the long-term optimization of the entire commerce landscape.
