Background
Happy Angler is one of the Nordics leading online fishing retailers and part of the Swedish Rusta Group. Its catalogue spans thousands of products across tackle, clothing, electronics and boating equipment.
Finland, Sweden and international customers were previously served through separate stores, creating duplicated administration and an inconsistent customer experience.
Challenge
Three stores meant three sets of content, campaigns and operational work. Supplier stock required manual input, large variant structures were difficult to present and the legacy URL model differed from Shopify’s structure.
The migration also had to preserve multilingual content and organic visibility while introducing market-specific pricing, better search and a dependable ERP data flow.
Delivery
We consolidated the stores into one Shopify Plus and Shopify Markets architecture. The delivery included improved inventory presentation, a variant selector connected to product media, Findify AI search and recommendations, market-specific pricing and a Custobar CRM and email integration.
A bidirectional Business Central integration synchronises products and inventory into Shopify and sends orders and financial data back to the ERP. More than 9,000 redirects and 31,000 imported translation rows supported the SEO and content migration.
Impact
One administration layer now supports all three markets. Products, orders and stock move automatically between Shopify and Business Central, while localised search and merchandising improve the customer experience.
The shared architecture reduces duplicated work and gives Happy Angler a controlled route into additional European markets.
Working with Growly has been exceptionally smooth from the start. They understand ecommerce as a business, not just as code, and propose solutions that genuinely support sales and growth. Work that had taken our previous partner months was resolved within hours. I warmly recommend Growly.
Annika Klemetti, E-Commerce Team Manager, Happy Angler