Diablo Chairs – a D2C build on Magento 2 for many markets
- 30 store views
- 12 language versions
- 1 Magento 2 instance
- Magento 2
- D2C
- Luma
- 12 language versions
- InPost
- LeasingLINK
The project's key facts
2021
The year work on the project began.
3 months
The length of the pre-implementation analysis.
12
Language versions launched.
30
Store views running within one Magento 2 instance at the stage this case study describes.
Project scope
Pre-implementation analysis, a D2C sales platform on Magento 2, a new frontend, integration with the InPost parcel locker system, leasing for business customers, PageBuilder, 12 language versions and the features required by the Omnibus Directive.
Technologies
Magento 2, Luma, PageBuilder, InPost, LeasingLINK.
The company's growing needs called for a new direction in e‑commerce
Domator24 has been in business since 2004. Its portfolio holds the Diablo Chairs, Jan Nowak and Sofandi brands. In 2019 the Financial Times ranked Domator24 29th among the 1,000 fastest-growing companies in Europe, and first in the „Personal & Household Goods” category.
In 2021 the company came to Aurora Creation because its existing site had stopped meeting its growing needs. Rather than starting the build straight away, we decided together to run a pre-implementation analysis.
The analysis took in the existing Diablo Chairs and Jan Nowak sites, the market, the competition and the brand's future growth plans. Three months later it produced a document setting out the recommended course of action in detail.
On the strength of its findings, Domator24 decided — in line with our recommendation — to build the store on Magento 2.
Project timeline
2021
The start of the engagement
Domator24 came to us with a need for change, because its existing site no longer met the company's growing needs.
3 months
Pre-implementation analysis
The analysis covered the existing Diablo Chairs and Jan Nowak sites, the market, the competition and the future growth plans. It produced a document with a recommended plan for the work ahead.
After the analysis
The decision to use Magento 2
Domator24 decided to build its sales platform on Magento 2.
The scope covered the platform, the frontend, many store views and the purchase process
- 01
Setting the direction before the build began
The project began with a pre-implementation analysis. We reviewed the existing sites, the market, the competition and the growth plans, and then prepared a recommended plan for the work ahead.
- 02
A new frontend for the Domator24 brands
The frontend was built on the Luma template and matched to the designs of the company's brands. For Diablo Chairs it mattered that the brand's dark visual identity was kept, so the interface was built in dark mode.
- 03
Many store views and languages
Within one Magento 2 instance, 30 store views were built and run from a single panel. The project also covered the launch of 12 language versions.
- 04
Features supporting the purchase process
The work covered product comparison, the checkout, modules for choosing colours and other attributes, a bespoke mega menu and integration with the InPost parcel locker system.
- 05
Leasing and the requirements of the Omnibus Directive
A dedicated LeasingLINK module was built for business customers, available at the checkout stage. The Diablo Chairs, Jan Nowak and Sofandi stores also received a feature showing the current price, the price before the reduction and the lowest price from the 30 days before it.
From the pre-implementation analysis to a D2C platform on Magento 2
The work began with an analysis of the existing environment and a recommended direction. We then built the Magento 2 platform, prepared the frontend and delivered the further features and solutions in the project's scope.
See a D2C implementation on Magento 2- 01
Pre-implementation analysis
For three months we analysed the existing Diablo Chairs and Jan Nowak sites, the market, the competition and the future growth plans. The result was a document describing the recommended course of action in detail.
- 02
Building Magento 2
On the strength of the analysis, Domator24 decided to build the store on Magento 2. The new frontend was built on the Luma template and matched to the designs of the company's brands.
- 03
Extending the interface and the purchase process
We delivered product comparison, the checkout and modules for choosing colours and other attributes. For Diablo Chairs we also built a bespoke mega menu with product visuals for each category, and the dark-mode interface.
- 04
Further sites and language versions
We launched two sites for the Diablo Chairs sub-brands — Kido and Brave — each with a different graphic design. Both were made available in 12 language versions. In total, 30 store views ran within one Magento 2 instance.
- 05
Integrations and additional features
The scope covered integration with the InPost parcel locker system, the dedicated LeasingLINK module, the use of PageBuilder and the features needed to meet the requirements of the Omnibus Directive.
How do 30 store views run inside one Magento 2 instance?
The answer is Magento 2's three-level structure. Every store view stands on one technical base — one codebase, one database, one admin panel — and differs only in what should differ for a given market: the language, how the offer is presented and the local sales configuration.
Kido and Brave were launched as two sites for the Diablo Chairs sub-brands. Each received a different graphic design and was available in 12 language versions. At the stage this case study describes, the whole Magento 2 instance covered 30 store views.
The platform also covered integration with the InPost parcel locker system, the dedicated LeasingLINK module and the use of PageBuilder. The figure shows the five things running inside that one instance.
- Websites
- The level at which the cart, the range of payment and delivery methods and the sales configuration separate. In this project it is the sub-brands — Kido and Brave — that got sites of their own, each with its own design.
- Stores
- The middle level: it groups store views and a shared catalogue structure within one site.
- Store Views
- What the shopper sees: the language version and the local settings for presenting the offer. Those 30 store views are this level — 12 language versions spread across successive markets.
The three levels of Magento 2's structure
A further market does not automatically mean a further site. Where the difference is the language and how the offer is presented locally, a store view on the same technical base is enough. A separate site earns its keep when a market needs its own cart, a different range of payment and delivery methods, or a sales configuration of its own. In this project it was the sub-brands that got separate sites, not the countries.
Magento 2
One instance, one panel
30 store views
Store views running within one Magento 2 instance and managed from a single panel.
12 language versions
The language versions launched as part of the project.
InPost parcel lockers
Integration of the platform with the InPost parcel locker system.
LeasingLINK
A dedicated leasing module available at the checkout stage.
PageBuilder
A native Magento 2 feature the Domator24 team uses to add content and change page layout and appearance without writing code.
What was built on the platform
A frontend matched to the brands' identities
The new frontend was built on the Luma template and matched to the designs of the Domator24 brands. For Diablo Chairs we built an interface in the dark palette of the brand's visual identity.
A mega menu with product visuals
On the Diablo Chairs site we built a bespoke mega menu with visuals of the products assigned to each category.
Product comparison and attribute selection
The development work delivered product comparison, the checkout and modules for choosing colours and other attributes.
Integration with InPost parcel lockers
The shopper picks a collection point on the map of InPost lockers and pick-up points inside the cart, and the chosen point travels to the order along with the delivery details. Without that integration the point's address has to be typed into the address field by hand — a typo there sends the parcel to the wrong locker and leaves order handling to correct it. The integration covers finding and choosing the point during purchase and passing it on with the order; the source material does not say which side generates the shipping label, so we do not settle that here.
LeasingLINK for business customers
At the start of the engagement Domator24 identified a need for a leasing solution. We built a dedicated LeasingLINK module that business customers can use at the checkout stage.
Running content with PageBuilder
With PageBuilder, Domator24's staff can add content, change page layout and adjust its appearance without knowing how to code. For small changes, that lets them run their communication without involving a development team.
Price presentation meeting the Omnibus Directive
In the Diablo Chairs, Jan Nowak and Sofandi stores we built a feature showing the current price of a product, the price before the reduction and the lowest price from the 30 days before it.
A D2C platform on Magento 2 with 30 store views
The work resulted in a D2C sales platform built on Magento 2, together with a new frontend, further sites, language versions and the features required in the sales process.
The case study states no measurable results for sales growth, conversion or performance, so the result of the project is described through the scope that was actually delivered.
- Magento 2
- The D2C sales platform launched.
- 30
- Store views running in one Magento 2 instance at the stage this case study describes.
- 12
- Language versions launched.
- 2
- Sites launched for the Diablo Chairs sub-brands — Kido and Brave — each with a different design.
What the client says
Zespół nie tylko dostarczył rozwiązanie zgodne z oczekiwaniami, ale również proponował wartościowe usprawnienia, które realnie wpłynęły na rozwój naszego e‑commerce.
Adam WalewskiHead of IT, Diablo ChairsKey questions about the Diablo Chairs project
The scope of the build, the technology and the main parts of the platform delivered for Domator24.
Let's talk about your implementationIn 2021 Domator24 came to Aurora Creation because its existing site no longer met the company's growing needs. We decided together to start with a pre-implementation analysis, which took three months and ended with a document setting out a recommended plan for the work ahead.
After the analysis, Domator24 decided — in line with Aurora Creation's recommendation — to build the store on Magento 2. The frontend was built on the Luma template.
At the stage this case study describes, 30 store views ran in one Magento 2 instance and could be managed from a single panel.
Yes. Launching 12 language versions was part of the scope. The Kido and Brave sites were also made available in 12 different language versions.
The work covered product comparison, the checkout, modules for choosing colours and other attributes, integration with the InPost parcel locker system and the dedicated LeasingLINK module available at the checkout stage.
In the Diablo Chairs, Jan Nowak and Sofandi stores, a feature was built showing the current price of a product, the price before the reduction and the lowest price from the 30 days before it.
This project is evidence in three areas of Magento 2 implementation
- 01D2C implementation on Magento 2
A new D2C platform on Magento 2
The Diablo Chairs project started from a situation in which the existing site no longer met the company's growing needs. The scope covered a pre-implementation analysis, a recommended direction and the build of a new Magento 2 sales platform.
- 02Get to know AURORA CROSS
Many store views and languages
Within one Magento 2 instance, 30 store views were built. The project also covered 12 language versions and the launch of the Kido and Brave sites, each with a different graphic design.
- 03Get to know AURORA EVOLUTION
Additional features in the sales process
The scope of the build covered integration with the InPost parcel locker system, the LeasingLINK module for business customers, PageBuilder and the features related to the requirements of the Omnibus Directive.
See other projects
Two D2C stores built from scratch — one on Magento 2, one on Shopify — because the platform follows from catalogue size and growth plans, not from habit.
ImplementationThe Mydlarnia Cztery Szpaki D2C store on Magento 2
A bespoke design, product sets, gift cards, a loyalty programme and an ingredient database in one store.
See the case study
ImplementationSłodka Manufaktura: a first D2C channel on Shopify
A cake configurator, a loyalty programme, UX/UI and local SEO for a family patisserie moving into online sales.
See the case study
Planning a Magento 2 build with many store views?
Describe your current platform, the scope you have in mind, the number of store views or languages, and the integrations and features to be included. On that basis we can establish the areas that matter most before the project starts.
What to include in your enquiry
- The current platform and the scope you have in mind
- The number of store views and language versions
- The integrations and features to be included