+34% increase in conversion with scalable Shopware platform
Van Dal mannenmode has been a specialist in menswear for more than 70 years. With 49 stores and a successful online store, the retailer has received several industry awards, including the title of “Best Menswear Webshop” at the ABN AMRO Awards in 2024, 2025 and 2026. To maintain this position and continue growing, Van Dal partnered with XSARUS to move to a new e-commerce platform.
The end of costly, custom development
The previous platform of Van Dal mannenmode was due for replacement. Key requirements for the new platform included:
- Strong omnichannel capabilities
- A stronger online brand experience and customer experience
- Better integration between online and offline channels
- Less custom development and easier management
- Seamless integration with existing systems
As part of the platform selection process, Van Dal chose Shopware 6, and the XSARUS team got to work on the implementation.
A platform that is and that stays easy to manage
The implementation ran smoothly thanks to the close collaboration between XSARUS and the Van Dal team. The new Shopware webshop features clear product pages and a user-friendly cart and checkout. Features such as a personal account area, wishlist, Shop the Look, recommended products and smart filtering and search capabilities further enhance the shopping experience.
The webshop also uses XSARUS Merchandiser for smart product sorting and XCDN Dynamic Media Service to automatically optimize images and videos for every screen and device.
Design that strengthens the user experience
To translate Van Dal’s brand identity into a strong online experience, the design process started with an in-depth exploration of the brand.
- Step 1: Brand identity deep dive
We explored Van Dal’s core values and value proposition in detail. What does the brand stand for? And who is Van Dal’s target audience? - Step 2: Look & feel field research
Our UX/UI Designers visited a physical store to experience the brand’s look and feel firsthand. They looked at the store’s visual identity, clothing labels, flyers, posters, flags and other brand expressions. - Step 3: Concepting
Based on the conversations, store visit and Van Dal’s requirements, our design team developed the first creative concepts. - Step 4: Design sprints
In several design sprints, XSARUS and Van Dal worked closely together to translate the concept into all required webshop pages and content blocks.
The result is a webshop that retains Van Dal’s familiar brand identity while feeling more modern and engaging. The design appeals to the existing target audience while creating room to attract a younger generation.
Performance insights from day one
Our digital marketing specialists also established a solid technical SEO foundation and mapped customer data and webshop analytics using tools such as Google Tag Manager and Google Analytics.
From the moment the webshop went live, we started monitoring its performance. How is organic traffic developing? What is happening to revenue? And how are visitors moving through the customer journey? We saw significant improvements, particularly in the cart and checkout. We continue to closely monitor the webshop and use these insights to drive further conversion optimization.
With Shopware, Van Dal now has a stable and scalable e-commerce platform that supports its ambitions for the future. The platform offers greater flexibility, easier management and a better shopping experience for customers. Customer service is also receiving noticeably fewer questions and complaints. The commercial results show a clear improvement as well:
