Contact us
  • Adobe Commerce (Magento)
  • Shopify Plus
  • Bigcommerce
  • Salesforce
  • SAP
  • Commercetools
  • Development
  • Migration
  • Dedicated Team
  • Integration
  • Optimization
  • Support & Outsourcing
  • Ecommerce Solutions
  • Business Models & Industries
  • Strategic Initiatives
Home > Projects > Buff

BUFF®

Global Ecommerce Optimisation

Industry

Apparel & Accessories

Country

Spain

Platform

Adobe Commerce Cloud, Akeneo PIM, ScandiPWA → Hyvä integrations

Timeline

2024 – ongoing

Buff: Case Study

International brand operates in 70 countries

About BUFF®

BUFF® is a Barcelona-based B-Corp best known for its multifunctional headwear and outdoor accessories. With a presence in more than 70 countries, the brand combines performance-driven design with a strong commitment to sustainability. Their global reach, complex product catalog, and fast-moving digital strategy required a technology partner capable of scaling with their ambitions.
Since 2024, Elogic Commerce has been supporting BUFF®’s 2027 digital-growth roadmap. Our role goes beyond keeping their Adobe Commerce platform stable–we ensure faster performance, smarter data flows, and seamless marketplace expansion. By working as an extension of their team, we’re building the technical foundation for BUFF®’s next chapter of ecommerce growth.

What BUFF® needed

As BUFF® expanded into new markets, it became clear that staying competitive meant more than adding products or sales channels. The brand needed clear priorities to scale without overloading its teams–and that’s where we stepped in.

Together, we defined objectives that balance rapid growth with long-term sustainability

Platform resilience

A website that never falters, no matter the traffic spike, and upgrades that happen without taking sales offline.

Data excellence

Reliable product information across every market, managed from one place instead of scattered spreadsheets.

CRO & SEO uplift

A smoother shopping journey and better search visibility to keep conversions rising.

2025 front-end leap

A faster, cleaner storefront to match customer expectations and future-proof performance.

The roadblocks BUFF® faced on the path to growth

Defining business goals was one thing–achieving them across 70+ markets was another. As soon as we got started, it became clear that BUFF®’s digital ambitions came with their fair share of obstacles. Our job was to understand these roadblocks deeply and design solutions that addressed both the technical and business sides of the challenge.

Managing a complex catalogue

With more than 20,000 products spread across 18 locales and 7 currencies, keeping information accurate was a constant struggle. Even small errors could ripple across markets.

Modernizing the frontend architecture

Transitioning the storefront from ScandiPWA to Hyvä meant rebuilding the frontend while keeping the store live. The team managed the migration end-to-end, maintaining brand consistency and delivering a seamless rollout without impacting the customer experience.

Continuous CRO and SEO Demands

Fast-changing product lines demanded ongoing improvements to visibility and user journeys.

What we’ve done for BUFF®’s ecommerce transformation

When we began working with BUFF®, it was clear their growth plan couldn’t be achieved through isolated fixes. They needed a long-term roadmap that would clear today’s bottlenecks while setting them up for tomorrow’s opportunities. We built that journey together in carefully planned phases, each one focused on removing friction and unlocking new capacity for growth.

  • ScandiPWA
  • Hyvä theme
  • New Relic
  • Adobe Commerce Cloud 2.4.x
  • Akeneo PIM
  • Google Analytics 4 (GA4)
  • JD Edwards ERP

Audit and stabilization

We started by taking a close look under the hood. A full technical audit of Adobe Commerce Cloud and ScandiPWA revealed weak points that needed immediate attention. We’ve patched 16 modules and upgraded Magento to version 2.4.7 with zero downtime, giving BUFF® a reliable base to build on.

Akeneo syncs and data optimization

As BUFF®’s ecommerce ecosystem expanded, efficient product data management became essential to sustaining growth. We optimized Akeneo synchronization processes and improved the way product information moved across connected systems, reducing inconsistencies and eliminating unnecessary manual work. This helped BUFF® maintain cleaner, more reliable catalog data while creating a more scalable foundation for merchandising, localization, and ongoing operational efficiency.

UX acceleration and beyond

Once the platform was stabilized and data flows were optimized, we shifted focus to the customer experience itself. We worked on improving frontend speed, responsiveness, and overall usability to make key shopping journeys more seamless across devices. These enhancements helped BUFF® deliver a smoother experience for customers today, while also preparing the business for future optimization, experimentation, and continued digital growth.

How the initial phases paid off

  • By the second half of 2024, BUFF® had already seen measurable gains from the first phases of the roadmap. Site performance was the most immediate win: First Contentful Paint improved by 25%, and mobile Lighthouse scores jumped by 18 points after the upgrade. Reliability followed suit, with New Relic and Adobe Cloud monitoring confirming 99.98% uptime.
  • On the operations side, cleaning up Akeneo and introducing automated validation scripts reduced error rates from 9% to just 0.4%.
  • Even organic traffic responded quickly. Technical search engine optimisation and a 61% improvement in Core Web Vitals drove a 12% lift in sessions, proving that stability and optimisation were already moving the needle.
  • These early results validated the strategy and set BUFF® on track toward its longer-term digital milestones.
progress

The business value behind
the numbers

The early phases of the roadmap delivered measurable value for BUFF®, both operationally and strategically.

Key benefits achieved so far:

  • Freed the equivalent of 1.5 full-time employees per month through automation of product validation and marketplace feeds
  • Improved site performance and customer journeys, resulting in early conversion gains
  • Reduced manual overhead, giving internal teams more space to focus on growth initiatives

Strategic outlook:

  • Hyvä launch expected to double page speed metrics and unlock the next wave of optimisation
  • A future-proof foundation now in place to support BUFF®’s 2027 digital growth targets and sustainability commitments

With ongoing support from Elogic, BUFF® is positioned to scale confidently while keeping operations lean and efficient.

Steps ahead in the BUFF®–Elogic partnership

Our partnership with BUFF® is ongoing, and the next phase of the roadmap focuses on scaling their digital presence even further. Immediate priorities include:

1

Launching the Hyvä beta and benchmarking conversion metrics before and after

2

Deploying Lengow across North American marketplaces with added duty and tax automation

3

Expanding the SEO content hub to highlight BUFF®’s eco-manufacturing story

4

Each step keeps BUFF® moving toward their 2027 targets with stability, speed, and sustainability in mind.

Thanks to our partnership, BUFF® is on track to dominate their niche

BUFF® has already reduced manual workload, improved site performance, and launched its first marketplaces with accuracy and confidence. These results mark only the beginning of their 2027 roadmap. Their progress shows the impact of a clear digital strategy. Ready to strengthen your own platform? Elogic can help you get there.

buff-logo-blue
elogic-partner