Crumpler - Redesign of the proven online shop

Crumpler, founded in Australia, produces and sells bags for urban dwellers. The European team based in Berlin pursued the goal of doubling online sales via the e-shop. To achieve this, an intelligent and high-performance e-commerce solution was implemented. The intelligent consolidation of data and its storage formed the basis for efficient operations. This meant that even with more than 22,000 visits on the first day, all transactions could be processed efficiently. Challenges included, among other things, integrating franchise partners in various countries, connecting logistics partners for track & trace, an easy-to-understand voucher system, and payment processing including returns management. The solution’s features include stock level and availability displays, product data maintenance with extended product attributes, images and videos, multilingual support, intelligent cross-selling, viral marketing tools, and customer reviews.

The online shop for Crumpler implemented by syreta in 2010 was subsequently subjected to a complete redesign. In the process, the look and feel was comprehensively revised while the proven functionalities of the existing system were retained. The redesign thus focused on combining a new design with an e-commerce platform that had already been used successfully.

What the Crumpler project shows is a principle that still applies today: a redesign does not have to mean rebuilding everything. The platform that syreta had implemented for Crumpler in 2010 was technically solid and proven – more than 22,000 visits on the first day without performance issues is no coincidence. The redesign therefore deliberately relied on continuity: a new look and feel, proven functionalities.

For Crumpler, that was the right decision. Franchise partners in different countries, logistics integration with track & trace, multilingual content, cross-selling logic – all of that was already in place and working well. The new look kept the brand fresh without jeopardizing the technical foundation.

Why a redesign without redevelopment is often the smarter choice

Rebuilding a working e-commerce system from the ground up is time-consuming, expensive, and risky — especially when the existing system has already been proven and the core functionalities operate reliably. For Crumpler, it therefore made sense not to replace the entire system, but to selectively refresh the look and feel and keep the proven technical foundation. This approach has several advantages: the platform has already been tested under high loads — 22,000 visits on the first day clearly demonstrate that — all interfaces to logistics partners, franchise partners, and payment providers work and do not have to be reintegrated, and the risk of errors from a redevelopment is eliminated. A redesign is therefore not a compromise solution, but often the more professional decision: you invest where the greatest effect on conversion and brand impact is achieved — in the frontend — while protecting the budget and stability of the overall system.