Slöjd-Detaljer’s Composable E-Commerce Journey with Grebban

Slöjd-Detaljer has been a trusted source of inspiration for creative minds for over 50 years, offering materials, ideas and knowledge to generations of makers. But as customer expectations evolved and digital commerce became more central to the customer journey, the brand saw the need to modernise its digital presence — without losing the heart of its creative spirit. That’s when our collaboration began. Together with Norce and Voyado, we at Grebban set out to help Slöjd-Detaljer reimagine their e-commerce experience — from brand identity and user experience to platform architecture and performance.

This project wasn’t simply a new e-commerce build — it was a full-scale digital transformation, combining strategy, branding, e-commerce design UX/UI, data migration and platform modernisation. A new flagship store for the digital age.

From Creative Legacy to Digital-First Identity

Our journey began with a rebrand. The existing identity lacked the expressive power needed in a modern e-commerce context. Our goal was to create a brand that combined the tactile, human joy of making with a scalable, modular design language fit for digital commerce.

The new identity includes:

• A refreshed visual system and digital design language

• A content-first structure to highlight guides, inspiration and storytelling

• Photography and layout guidelines to reflect both creativity and clarity

We created a modular design system that balances commercial UX with editorial inspiration — built to scale across markets, devices and channels.

A Platform Built for B2C, B2B and Public Sector

Slöjd-Detaljer’s audience spans both private consumers and B2B buyers — including municipalities, schools and associations. The platform had to flex accordingly. Together, we designed and implemented:

• Three distinct checkout flows: B2C (Klarna), B2B (Klarna), B2B for public sector (invoice)

• A unique "universal login" where one user can be connected to multiple companies or roles (e.g., a teacher ordering for multiple schools)

• Dynamic price list support: standard, exclusive and individual pricing across customer types

• Custom frontend logic and API integration to override Norce’s standard pricing prioritisation, ensuring contract pricing integrity

The result is a seamless UX regardless of whether you’re a consumer buying yarn or a school ordering workshop supplies.

Headless and Composable with GrebCommerce and Norce

The technical foundation is GrebCommerce, our accelerator built on Norce’s headless architecture — enabling flexibility, performance and freedom in frontend development. This headless approach enables faster iteration, better scalability and full creative control over the customer experience. Moreover, the separation of concerns between frontend and backend not only accelerates development cycles but also strengthens system reliability — by decoupling presentation and logic layers, it mitigates cross-system dependencies and reduces the likelihood of systemic bottlenecks or single points of failure.

Key stack:

• Accelerator: GrebCommerce by Grebban

• E-commerce Engine: Norce

• CMS: Headless Wordpress

• PIM: Norce+custom migration from Umbraco & Filemaker

• ERP: Harmony

• CRM & Marketing automation: Voyado Engage

• Product discovery: Voyado Elevate

• Other services includes Klarna, Ingrid, Retain24, Flowbox, Channable, Trustpilot, Cookie Information

The tech stack supports full internationalisation capabilities and is, in this implementation, configured for the Nordic markets (SE, NO, FI, DK) with language and currency localisation, flexible domain structures (.com/{locale}), and content adaptability.

Data Migration & Modernisation at Scale

One of the most challenging aspects of the project was the scale and complexity of data migration and tech modernisation:

• +3,200 guides and +1,000 blog posts migrated to CMS
• +70,000 users migrated to Firebase
• +26,600 organisations and +247,000 customers migrated to Norce
• +10,000 products and 20,000 variants migrated with +80 product attributes each
• Legacy systems (Umbraco, FileMaker, Harmoney) were either fully phased out or reapproached with a modern architecture strategy, depending on system role and long-term business fit.

The platform is now hosted on AWS for improved scalability and performance.

Content and Community at the Core

Slöjd-Detaljer’s vision goes beyond transactional commerce — they aim to be a hub for creativity. The new site is rich in inspiration and educational content, allowing customers to explore not just products, but creative ideas and community:

• Dynamic content categories for holidays, projects and seasons
• Integrated UGC through Flowbox, automatically linked to relevant products
• Wishlist, Notify Me, Saved Carts, Customer Dashboard — all designed to support return and loyalty engagement and conversion

A Blueprint for Digital Reinvention

Slöjd-Detaljer’s journey is one many brands can relate to — a trusted company outgrowing outdated systems and constrained design language. With a bold tech shift and a focus on customer-centric UX, this project shows that even legacy brands can transform into digital leaders.

Together with Norce and Voyado, we’re proud to have built a flagship experience that fuses brand storytelling with technical depth — and sets the standard for what modern e-commerce should be.