Headless e-commerce platform strengthens new brand identity
Profuomo
The Rotterdam-based menswear brand Profuomo has taken a new direction. Following a recent rebranding and the accompanying payoff “timeless comfort,” the popular brand stands for timeless design and maximum comfort, suitable for both work and leisure. The strategic partnership between Profuomo and XSARUS has been in place since 2018 and spans the full digital landscape, from e-commerce and digital marketing to PIM and OMS.
The decision to entrust e-commerce, order management, and PIM to XSARUS is a logical consequence of years of collaboration for us. The partnership with XSARUS is as you would expect from one of the top players in the e-commerce market; there is a critical eye from technology, design, and management. Because XSARUS knows us well, we don't have to continually explain our business processes. This allows us to work efficiently and effectively with a quick time-to-market and a healthy dose of flexibility.
1. Headless e-commerce: a no-brainer for Profuomo
Profuomo operates 10 brand stores in the Netherlands and sells through well-known fashion retailers. The brand’s rebranding also needed a strong digital translation. Time for a new e-commerce platform with forward-looking capabilities. To make this move, Profuomo once again selected XSARUS as its strategic implementation partner.
Profuomo previously used Adobe Commerce, but the platform no longer aligned with the brand identity and ambitions. Many of Adobe Commerce’s extensive features remained underused, while the need for better performance became more urgent. The demand for a new platform continued to grow. XSARUS advised a rebuild to a headless Magento Open Source platform.
Proven combination of Magento Open Source and Prismic
We can now say that Magento Open Source combined with Prismic as a content management system is a working combination. XSARUS has implemented this headless setup with many well-known names in the fashion and lifestyle sector over recent years. Profuomo likes to be at the forefront when it comes to technological developments, which is why choosing a headless platform was actually a no-brainer.
With the headless Magento Open Source platform, Profuomo is assured of flexibility, creative freedom, and a lot of content possibilities due to the standalone Prismic CMS. This enables Profuomo to deliver inspiring content and offer visitors a unique customer experience, which can also be felt in the Profuomo brand stores. Visitors also experience an ultra-fast webshop, which is undoubtedly one of the great advantages of headless.
Because the front end and backend are separated, platform maintenance is also simpler. Only the core of Magento Open Source is used. Other value-adding tools are linked via APIs. Profuomo.com has, besides a Dutch store view, an English and German variant. The brand expects to further internationalise in the future. Scaling up is well possible within the platform, allowing it to grow with Profuomo's ambitions.
The scalability, stability, creativity, and ease of use of the new e-commerce platform and the collaboration with XSARUS allow us to work confidently towards our goals and ambitions.
Design seamlessly aligns with new brand identity
The design is a beautiful outcome of the collaboration between Profuomo and XSARUS. During the co-creation process, XSARUS provided advice, shared knowledge and best practices in the field of e-commerce conventions in several design sprints. The webshop has a sleek and contemporary design. A difference compared to the initial more classic appearance and layout. The new platform is user-friendly and reflects the brand's values in terms of sustainability.
There is now an online environment that seamlessly aligns with the new brand identity and the feeling that the consumer also experiences in the physical stores.
2. Inriver PIM: control over product information
In addition to the renewal of the e-commerce platform, Profuomo faced another challenge: optimising their product information management. For this as well, Profuomo chose XSARUS as the implementation partner. Until recently, Profuomo managed its product information from the ERP system, but this did not work optimally. It was time for the implementation of the Inriver PIM system. The implementation went smoothly, partly because XSARUS knows Profuomo inside out.
The Inriver PIM system ensures a significant improvement in the quality and completeness of product data. For example, inriver immediately identifies missing product rules, and product specifications, such as a certain clothing fabric, can be added flexibly.
3. TableTop Order Management: control over orders
Profuomo makes successful use of TableTop Order Management. What started as a tool to gain control over orders and inventory has grown into a vital part of the IT landscape. Alongside real-time inventory management and in-store payments, Profuomo continues to expand its use of TableTop functionality.
- Collecting and distributing information
TableTop connects directly with the webshop, fulfilment partners, ERP, and loyalty tooling. The OMS receives real-time data — such as shipping status updates — processes it, and distributes relevant information to the right systems. - Order and return validation
TableTop validates order and return processes before triggering connected systems. Surrounding systems only start processing an order or return once all information is complete and accurate. - Order locking in exceptional situations
Profuomo can lock orders to stop automated flows. This keeps the brand in control of orders and cash flow during exceptions, such as damaged items, duplicate shipments, or returns. - Gift cards managed to perfection
A familiar challenge for many e-retailers: gift cards. One customer wants a physical card, another a digital version, while someone else orders a shirt at the same time. Profuomo’s webshop supports every scenario. TableTop recognizes the gift card type and automatically triggers the correct workflows. A complex process, completely invisible to the customer.
The next step is integration with marketplaces such as Amazon. This enables Profuomo to manage not only full inventory through TableTop, but also all order flows.
Together with XSARUS, we developed a smart strategy to regain control over our CPC and steer advertising spend more effectively. We’re pleased with the results: ROAS doubled, while CPC decreased by 40%.
4. Performance marketing: a smart advertising strategy
Rapid brand awareness growth, rising search volume for Profuomo, and increasing competition put pressure on ROAS (Return on Ad Spend). Our performance marketers reviewed Profuomo’s advertising strategy and implemented several targeted improvements. The result? ROAS doubled, while CPC (Cost per Click) decreased by 40%.
Want to learn more about this advertising strategy?
Discover how Profuomo reduced CPC by 40% and achieved a doubling of ROAS.
Long-term partnership
The partnership between Profuomo and XSARUS is long-term, strong, and broad. This gives Profuomo a single point of contact for its e-commerce platform, digital marketing, PIM, and OMS. Optimisations in all these areas are ongoing. We are continuously developing, improving every day.
Marvin de Reuver
Senior Account Manager