Naturkompaniet is a well-known Swedish outdoor lifestyle retailer founded in 1931. They have 32 stores in Sweden, 15 stores in Finland and franchises around Sweden selling outdoor and travel equipment from the world leading brands. Naturkompaniet’s goal is to inspire people to make every day an adventure and enjoy the great outdoors. They are passioate about the environment and therefore Naturkompaniet carefully selects and sells only the highest quality products that last for decades.



  • Merchant: Naturkompaniet
  • Industry: Apparel and Accessories
  • Magento Edition: Enterprise
  • Vaimo Base Engine: Innovate
  • Markets Served: Sweden and Finland
  • Websitewww.naturkompaniet.se, www.partioaitta.fi
  • Project Plan: 52 Weeks
  • Number of Products: 12 000

Henrik Hoffman, Managing Director at Naturkompaniet

Omnichannel was one of the most important objectives with the new site and we have several functions to support it on the site and in the shops. We will continue to develop the omnichannel experience together with more functions that help our customer to find the right equipment for their outdoor adventure."

The Challenge

Being one of the biggest outdoor retailers in the Nordics, the main challenge for Naturkompaniet was the scope of the new eCommerce project as it involved both Naturkompaniet and its sister company Partioaitta in Finland and because they have a large catalogue of different types of products. Naturkompaniet required a strong omnichannel solution, where all systems are fully integrated to provide insights to customer data across all channels and that everyone in the organisation woul be able to access information about the full customer experience. They wanted the overall customer experience to be the same on all channels where customer interacts with Naturkompaniet. In addition they wanted the new site to be fully responsive and implement a customer club with very specific bonus system.

The Solution

Vaimo created within one project two feature-rich online stores: one for Naturkompaniet and one for Partioaitta. There were multiple integrations done between Magento, payment gateways, media systems and resource planning solutions. Vaimo also built a custom solution to manage the customer bonus points. A lot of work was put into making the omnichannel solution work impeccably to give the customers a sense of synergy between the different platforms and physical stores. Customers are able to order online, see stock per store, find the closest store, and pay and pick up at store. Shop staff can easily access customers online orders and help them at the store to complete the purchase.


  • Fully responsive
  • Omnichannel solution
  • Multi-option filtering depending on category
  • Advanced search with SOLR
  • Customer Club and loyalty points
  • Editorial and blog products
  • Quick checkout


Click here to experience Naturkompaniet new web site. If you want to know more about this project, don't hesitate to contact us.


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