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Sail Racing

Sail Racing

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Higher efficiency, increased sales, and boundaryless commerce.

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Realizes visions of new, future-proof and international e-commerce.

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When needs change or evolve, the platform does so together with the company.

Sail Racing's success story

Sail Racing - Premium brand specializing in sailing equipment

Sail Racing is a premium brand specializing in sailing equipment that faced several challenges with its existing e-commerce platform, Jetshop. The platform was outdated and lacked the features required to support the company’s growth plans. After a thorough procurement process, Sail Racing chose the composable commerce platform, HDL Commerce.

The goal was to develop a fully customized platform that met all of Sail Racing’s specific needs and requirements. The HDL team worked together over a two-year development period, starting from the design phase and going through several iterations to ensure the final product met Sail Racing’s expectations. The design phase involved close collaboration between Sail Racing and the HDL team, with the goal of improving the old website design and meeting all of Sail Racing’s specific needs.

Additionally, Sail Racing aimed to seamlessly integrate the Alinghi Red Bull Racing clothing collection into their existing website while maintaining their brand identity. This unique challenge was met with precision and innovation by HDL, resulting in a successful merger of the two iconic brands, further enhancing Sail Racing’s online presence and customer offerings. The project not only revitalized Sail Racing’s core e-commerce platform but also introduced a new dimension to their business through the Alinghi Red Bull Racing collaboration.

The development process was intense, involving multiple rounds of testing and feedback, but the end result was well worth the effort. In June 2022, Sail Racing launched their new website built on the HDL Commerce platform.

Our Solutions and what we built

Some features that we solved and built for Sail Racing and their platform

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Ease of integration

The successful integration of the Alinghi Red Bull Racing clothing collection into Sail Racing’s digital ecosystem was executed with precision and innovation. Our team approached this project with meticulous attention to both brand aesthetics and technical aspects. Leveraging our expertise in web development and design, we seamlessly merged the Alinghi Red Bull Racing brand into Sail Racing’s existing website.

Alinghi Redbull Racing by Sail Racing

Rich media excellence

In our pursuit of providing Sail Racing with an exceptional e-commerce experience, we implemented a solution for Rich Media Excellence. This involved the seamless management of high-quality images, videos, and rich media content to create unparalleled product displays. Our team worked diligently to ensure that Sail Racing’s products were showcased in the best possible light, allowing customers to explore every detail.

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Payment Integrations

Partnered with Klarna and Adyen for diverse payment options. In our commitment to enhancing the shopping experience for Sail Racing customers, we strategically partnered with industry-leading payment platforms, Klarna and Adyen. This integration was seamlessly executed by our team, allowing Sail Racing’s online shoppers to enjoy diverse and convenient payment options. By harnessing the power of these trusted partners, Sail Racing was able to offer a frictionless checkout experience, further solidifying its position as a customer-centric e-commerce destination.

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Global Reach

To ensure Sail Racing’s global reach and accessibility, we implemented localization tools that seamlessly integrated into their e-commerce platform. Our team worked diligently to enable customers worldwide to experience the website in their preferred language, while also offering pricing tailored to their specific region. 

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Challenge faced:

Outdated E-commerce Platform

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Sail Racing initially faced challenges with their outdated e-commerce platform, Jetshop, which lacked the necessary features for their growth plans.

Intensive Development Process

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The development process was intense, involving multiple rounds of testing and feedback to ensure the final product met Sail Racing's expectations.

Integration of Alinghi Red Bull Racing

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Sail Racing aimed to seamlessly integrate the Alinghi Red Bull Racing clothing collection into their existing website, offering customers a unified shopping experience, while maintaining their brand identity. This presented a unique challenge.

Complex Channel Structure

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Sail Racing had a complex channel structure for global sales, which required careful consideration during the project.

ERP Integration

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The project required the creation of an advanced ERP integration, adding to its complexity.

Compliance with EU Regulations

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Sail Racing had to ensure compliance with new OSS EU regulations, which required specific attention during the development process.

Results for Sail Racing

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The implementation of the HDL Commerce platform yielded impressive results:

Sales Growth: Since the launch of their new website in June 2022, Sail Racing has experienced a substantial 40% increase in sales. This growth is a testament to the effectiveness of the project and the capabilities of the HDL Commerce platform.

Customized Solution: The fully customized e-commerce platform developed in collaboration with HDL addressed Sail Racing’s specific needs and requirements. This tailored solution allowed them to provide a seamless shopping experience to their customers.

Flexibility and Scalability: By adopting the HDL Commerce composable commerce platform, Sail Racing gained the ability to swiftly adapt to changing market demands. The platform’s flexibility and scalability enable Sail Racing to add new features and expand their online presence as needed.

Enhanced Brand Identity: Sail Racing successfully improved its brand identity and web design, meeting their unique requirements and elevating the overall user experience.

Future Growth: With the successful project, Sail Racing is now poised to elevate its e-commerce efforts and reach new heights in the industry. The platform provides a solid foundation for their future growth plans.

Innovation in Design: The design played a pivotal role in enhancing the visual appeal of the integrated collection, prioritizing conversion, fast loading times, and seamless payment integration with Adyen and Klarna.

Results for Alinghi Red Bull Racing by Sail Racing

Alinghi Redbull Racing by Sail Racing

The integration of the Alinghi Red Bull Racing clothing collection into Sail Racing’s website by HDL Commerce yielded remarkable results:

Seamless Integration: HDL Commerce platform and the expertise from the HDL team in web development and brand integration ensured a seamless merger of the Alinghi Red Bull Racing collection with Sail Racing’s existing website. This integration maintained the integrity of both brands and provided a cohesive shopping experience for customers.

HDL approached the project with careful consideration for both brand aesthetics and the technical aspects of integration. They leveraged their expertise in web development and design to create a solution that showcased the best of both brands.

The project achieved its objectives by maintaining brand identity, delivering a seamless shopping experience, and driving business growth. This case study exemplifies the value of effective brand collaboration and highlights the importance of a customer-centric approach to digital commerce integration.

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“Sail Racing International AB trusted HDL Commerce and Helsingborg Design LAB to realize our vision of a new, future-proof and international e-commerce platform. With clear requirements for integrations, country management, products and a complex channel structure, we saw that HDL Commerce was ready for the challenge.”

- Christoffer Iveslätt, Sail racing