LifeGoods

Seven brands on one Shopware platform

Running one successful webshop is hard enough. Running a whole portfolio of brands, each with its own identity, domain, and audience, is a different challenge entirely. Every extra brand can mean an extra platform subscription, an extra set of apps, and an extra admin for the team to maintain.

For LifeGoods, a Dutch e-commerce company with a growing family of consumer brands, this is exactly the challenge behind its growth model. The company runs seven brand storefronts on a single Shopware instance, with Memo managing and developing the platform as the group grows.

The most recent addition shows why that architecture pays off: Fibershirts joined the group as three separate Shopify stores, one per language, and now runs as one multi-language storefront serving the Netherlands, Germany, and France, with Alumio connecting the back office.

The Challenge

LifeGoods runs a growing portfolio of consumer brands, from home and garden products to sports gear and travel accessories. Each brand has its own positioning, webshop, and customers, while the team and logistics behind the scenes are shared. That challenge became very concrete when the anti-sweat apparel brand Fibershirts joined the group as three separate Shopify stores:

fibershirts.nl for the Dutch market
fibershirts.de for the German market
fibershirts.fr for the French market

Three stores meant three subscriptions, three sets of apps, three admins, and every product change, price update, or campaign done three times.

The broader challenge is the same for the whole group: a setup that works fine for one shop becomes a burden when you multiply it by seven. The real question is not which platform is best for one shop, but which platform lets you launch and run many shops, in multiple countries, efficiently.

The Solution

The answer is Shopware's multistorefront capability: multiple sales channels running on a single Shopware instance. Each brand keeps its own domain, theme, and customer experience, while everything behind the scenes is shared.

For LifeGoods this means:

One admin for products, orders, and customers of all brands
Hosting (at Hypernode), plugins, and maintenance paid for once, serving every brand
Payment methods and shipping logic configured once, reused everywhere
A new brand is a new sales channel, not a new webshop project

Memo migrated Fibershirts from Shopify to the existing Shopware instance and consolidated the three country stores into a single multi-language storefront. The Dutch, German, and French domains all point to one sales channel that serves each visitor in their own language, while the brand kept its own look and feel.

Alongside the platform, Alumio connects Shopware to the ERP and warehouse systems of LifeGoods, so orders, stock levels, and product data flow automatically between the webshop and the back office, for every brand on the platform.

The Implementation Approach

Memo took over the management of the LifeGoods platform from a previous agency, with the multistorefront foundation already in place. Our role since then is to manage it, keep it healthy, and develop it further as the group grows.

We worked on:

Managing and developing the Shopware multistorefront platform
Migrating Fibershirts from three Shopify stores to Shopware
Consolidating the Dutch, German, and French stores into one multi-language storefront
Connecting every brand to the ERP and WMS through Alumio

Because the foundation and the integration layer were already in place, adding Fibershirts did not require a new platform project, new hosting, or new integrations. Orders and stock for all three countries flow through the same connections as every other brand.

That is a deliberate partnership model: LifeGoods focuses on building brands and selling products, while Memo makes sure the platform underneath scales along with them.

The Impact

For the LifeGoods team, the difference is immediate. Instead of managing three island shops, Fibershirts is now one storefront in a platform they already know, alongside the six other brands.

The acquisition went from three extra systems to run to one more channel on the platform.

This leads to:

One admin and one cost base for seven brands
Product updates and campaigns rolled out once for three countries
No new integrations needed when a brand joins the platform
A foundation that is ready for the next brand, country, or acquisition

The case shows what a multistorefront setup is worth for any company growing through brands, labels, or acquisitions: separate shops on separate platforms create duplicate costs and fragmented data, while one shared platform turns every addition into just another sales channel.

As Shopware Business Partner and Alumio partner, Memo builds and manages these platforms from initial migration to ongoing development. With LifeGoods, this means the platform scales along with the ambitions of the group.

"Working with Memo throughout this migration project has been a great experience. We've been partnering with them since the beginning of January, and from day one they took a proactive approach: setting out a clear plan of action, a roadmap, hour estimates, and the technical implications involved. This gave us a solid understanding of the scope and nature of the project right from the start.What stood out most was how consistently flexible Memo remained throughout the project. This was the first time we'd taken on a migration of this scale, and as a result we ran into scoping questions and implications that occasionally shifted the direction of the project. None of this seemed to faze Memo, they simply adapted to every decision we made along the way. That combination of proactive planning and genuine flexibility makes them a reliable implementation partner for any client."

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LifeGoods

Seven brands on one Shopware platform

The Challenge

The Solution

The Implementation Approach

The Impact

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