How Scandicommerce Helped Lanullva Achieve 35% Sales Growth by Modernizing Their Shopify Foundation

Since the late 1980s, Lanullva has built its reputation on a simple but powerful idea: wool, done right. Founded on the ingenuity of Brit Lyngstad — who developed a breathable knitting method combining air with pure merino wool to keep her husband warm during long days of forest and farm work — the brand has grown from a family craft into one of Norway's most distinctive premium wool labels. Under the stewardship of Gunn Anne Vinje Lyngstad, the brand has deepened its commitment to sustainability and animal welfare, sourcing exclusively from Nativa-certified farms in Uruguay where 100% traceable, mulesing-free merino wool is produced from grazing to delivery.

But a brand built on timeless craft had found itself running on outdated digital infrastructure. An aging Shopify theme, persistent integration failures between Shopify and their POS system Extendago, and unresolved inventory sync issues across four physical retail stores were quietly limiting what Lanullva could achieve online. International expansion had stalled without the technical foundation and fulfilment infrastructure to support it.

Lanullva chose Scandicommerce not through a formal pitch process, but through something rarer: a long-running peer relationship built on shared knowledge of the Norwegian Shopify ecosystem. When the time came to formalize that relationship ahead of Black Week 2025, the trust was already there.

Lanullva had been on Shopify long enough to know it well. That made the frustrations all the more difficult — because the problem wasn't the platform itself, it was the accumulated technical debt that had built up around it.

The most visible symptom was the theme. Untouched for three years, it had fallen behind both Shopify's evolving capabilities and the expectations of modern shoppers. Performance had degraded, and with Black Week approaching — Norway's highest-stakes shopping period — running peak season on an outdated foundation was a risk Lanullva could no longer accept.

Beneath the surface, the integration between Shopify and Extendago, the brand's POS system, had become unreliable. Inventory levels and sales data weren't flowing cleanly between the online store and four physical retail locations, which meant staff couldn't always trust what the system showed and the team spent time on manual reconciliation that should have been automatic. The connection between Shopify and Tripletex, Lanullva's accounting platform, carried similar friction — adding administrative overhead that consumed time better spent on growth.

International expansion remained out of reach for similar reasons. Without a reliable fulfilment partner and without a theme built to handle multiple languages and currencies, the brand's ambitions beyond Norway kept running into practical barriers. For a product with clear appeal across Scandinavia and Northern Europe, that gap carried a real commercial cost.

Scandicommerce's approach with Lanullva was deliberately focused: no unnecessary overhauls, no disruption to a brand with strong existing momentum, but precise technical improvements timed to deliver maximum impact. The formal partnership began in October 2025, with Black Week weeks away and a clear set of priorities already aligned between the two teams.

The most immediate work centered on the theme. Scandicommerce rebuilt Lanullva's storefront on a modernized Shopify foundation — preserving the brand's visual identity while bringing improved page speed, access to Shopify's current feature set, and a mobile experience capable of handling peak season traffic.

Alongside the theme work, Scandicommerce stabilized the Extendago POS integration, ensuring inventory and sales data flowed reliably across all four retail locations. The Tripletex accounting integration received the same attention — orders, revenue, and reconciliation data now move automatically, replacing the manual steps that had previously fallen to the team.

On the marketing side, Scandicommerce connected Lanullva's email, Google, and Facebook channels through Klaviyo, giving the team clear attribution across campaigns. To unlock international sales practically, Scandicommerce also helped Lanullva identify and onboard a 3PL partner for cross-border fulfilment — turning international expansion from an aspiration into an operational reality.

Sales grew 35% year-over-year, accompanied by a 22% increase in orders and a 7% rise in average order value — from kr 1,211 to kr 1,291. Conversion rate climbed from 1.97% to 2.46%, a 25% improvement reflecting both the stronger storefront and tighter marketing attribution. Category performance was equally strong: wool sweaters grew 57%, ullstillongs 62%, and ullgenser 49%. Returns decreased despite significantly higher sales volume.

Perhaps most telling is the loyalty data. Lanullva's returning customer rate rose from 51.6% to 56.4%, with returning customers driving a 62% increase in revenue. In a market where acquisition costs continue to climb, having more than half of all buyers return for another purchase is a durable commercial advantage.

With the technical foundation stabl, logistical infrastructure in place, and the storefront built for international selling, the focus ahead is on growing Lanullva's presence across Scandinavia and Northern Europe. For a brand founded on the belief that the right materials, handled with care, produce something that lasts — that description applies just as well to the digital foundation Lanullva now stands on.