The Army Painter

With ambitious growth plans for their e-commerce business, a strong digital foundation was essential. We helped The Army Painter build one unified and robust Shopify store that integrates seamlessly with their other systems.

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The challenges of having two separate Shopify stores

At the start of the collaboration, The Army Painter operated with two separate Shopify stores for the US and Europe, respectively. This resulted in fragmented data, increased operational complexity, and repeated manual workflows. At the same time, the setup limited the ability to deliver a consistent brand experience and scale efficiently across markets. The ambition was therefore to establish a unified platform that could provide better visibility, higher efficiency, and a strong, scalable foundation for continued international growth.

Strong, measurable results

The solution is built on composable principles the same approach that defines our other solutions and the list of strong results is long:

Unified commerce stack

One unified Shopify store supported by integrated systems and shared data across regions.
Standardised processes

Real-time inventory sync, automated order flows, and centralised product management.
Ready to scale

With the new setup, it is now much easier for The Army Painter to launch in new markets and expand into additional sales channels.

One unified store and fewer manual processes

The sharp reader has probably already guessed part of the solution: consolidating the two Shopify stores into one unified setup. We leveraged Shopify Markets to manage local pricing and content. We replaced their existing integrations with Novicell’s Shopify connectors a more flexible solution that is also easier to maintain. These connectors enabled The Army Painter to bring the two stores together into one. The new middleware layer also connects with PIM, ERP, and other core systems, making day-to-day operations much more efficient. The setup now automatically exchanges data between systems such as Shopify and ERP. Orders created in Shopify are sent to the ERP for processing, while invoice and delivery data is returned to Shopify to trigger payment handling.

"I’ve rarely worked with anyone who was so skilled and quick to truly understand the core of our business and our needs. We actually received more than I would have expected in that situation. Novicell was able to present solution proposals quickly, and it was never an issue that in several areas we needed to go in a different direction than the standard."

Melanie Conradsen

Chief Digital Commerce Officer, The Army Painter

Want to know more?

The Army Painter

The challenges of having two separate Shopify stores

The solution is built on composable principles the same approach that defines our other solutions and the list of strong results is long:

Unified commerce stack

Standardised processes

Ready to scale

One unified store and fewer manual processes

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