An aesthetic and functional Shopify transformation

Yarnfreak, a Danish yarn store specializing in exclusive hand-dyed yarn and unique quality products, was facing a digital transformation. After 13 years of success in both their physical store and online shop, there was a need to modernize their digital presence. The existing webshop required a visual upgrade that matched the store's high standards and passion for quality. With a focus on a new Shopify solution, the goal was to create a professional and aesthetically pleasing webshop, where improved navigation and product categorization would enhance the customer experience and reflect Yarnfreak's unique assortment.

New Shopify webshop connects yarn enthusiasts with an exclusive selection

Yarnfreak is renowned today for its exclusive selection of hand-dyed yarn and unique quality products. The shop attracts local customers, tourists, and international knitting enthusiasts seeking yarn that can't be found elsewhere.

In collaboration with MCB, Yarnfreak has upgraded to a Shopify webshop that reflects the store’s passion for aesthetics and quality. The new webshop makes it easier for customers to navigate the extensive range of yarn and accessories, while improved product categorization ensures a more user-friendly and visually appealing experience. For example, customers can explore a single yarn quality in up to 60 different colors under one product listing, rather than through 60 separate variants.

And with around 50% of sales coming from online, this helps ensure the company’s continued success in the digital marketplace.

Optimized design, easier product categorization, and structured backend

To meet the need for a modern and visually appealing webshop that also performs well on mobile devices, Shopify was chosen as the platform. It offers great flexibility and user-friendliness, making it easy for Yarnfreak to manage products and keep the site updated. Additionally, Shopify integrates features that ensure smooth operations and significantly improve the customer experience.

Theme selection

In collaboration with MCB, a new 2.0 standard Shopify theme was selected to carry forward Yarnfreak's previous visual identity while reflecting its aesthetic vision. The theme is light, bright, and airy, inspiring the creative universe and quality that Yarnfreak represents. The chosen theme required only minimal adjustments to meet design and functionality requirements, with MCB implementing more advanced features as needed.

Product categorization

The webshop is designed to handle a large and varied product range with a focus on simple navigation. Using metadata, customers can filter and sort the product selection based on specific criteria, such as yarn quality, color, and material, making it easy to find exactly what they are looking for. This also allows Yarnfreak to present a single yarn quality in up to 60 different colors under one product listing, simplifying inventory management.

Optimized backend

With the relaunch of the new shop, the backend has been thoroughly optimized to present a clear and organized structure. This provides a well-thought-out foundation that enables Yarnfreak to further develop the shop’s look and feel in daily operations.

The new structure also increases site speed and offers a more efficient and cost-effective path for adding new features as needed.

Citat ikon sort

I am really pleased with the collaboration with MCB.

MCB has truly understood my business. I’ve worked with other web developers in the past because I’ve had the ambition to develop my webshop, but they didn’t share the same vision, and as a result, we ended up on different paths. I haven’t experienced that with MCB, and especially Mads quickly grasped my vision.

I’ve been met by professional people who have been collaborative no matter what I’ve inquired about. It’s especially great that MCB has experts across so many different areas. This means there is always someone who can help and provide advice—allowing me to centralize everything in one place. It’s incredibly reassuring!

Camilla Yarnfreak

CAMILLA SCHMIDT RASMUSSEN

Owner of Yarnfreak

Positive growth and stronger synergy between the store and webshop

Since the implementation of the new Shopify webshop, Yarnfreak has experienced a modest increase both online and in the physical store. The past few months have been especially positive, with a combined index of 105 for both the store and webshop.

Yarnfreak has also noticed that many of its store customers now visit the webshop before making their final purchase decision in the physical store. This supports a strengthened integration between the two platforms—online and offline.

Additionally, the improved webshop has received praise from customers, who highlight its easy navigation and visual appeal. This increased satisfaction has contributed to more customers choosing to explore Yarnfreak’s selection online before shopping in-store, which enhances the customer experience and supports a more efficient sales process.

Shopify as a daily work tool

Shopify is a central part of Yarnfreak's daily workflow. The platform serves as an indispensable tool that effectively supports everything from product management to optimizing the customer experience. It also enables small adjustments and improvements as needed.

The intuitive backend makes it easy and quick to manage the extensive product catalog, allowing for continuous addition of new items and regular updates to existing products, ensuring the webshop always showcases the latest colors and variants. This is especially important during peak season when demand increases.

Additionally, the platform’s advanced features make it possible to pull detailed statistics and gain an overview of inventory levels, helping to manage stock and avoid out-of-stock items. This ensures a smooth operation, allowing Yarnfreak to quickly adapt to customer needs and trends.

Focus on stable operations and realistic ambitions

After a long and resource-intensive process of upgrading the webshop, the next step for Yarnfreak is to settle into the new setup and focus on stable operations. With a store that already attracts both local customers and tourists, and a webshop now better than ever, the goal is to ensure that both platforms function optimally.

Yet, Yarnfreak's owner, Camilla Schmidt Rasmussen, still dreams. While her current focus is on making everything run smoothly in a busy daily routine, her ambitions are high, and there are many ideas for future growth.

She mentions, among other things, the potential to expand into international markets and move to new premises—but there is also an understanding that resources must be used wisely. Therefore, the next phase for Yarnfreak will be to secure its position and ensure that both the store and webshop continue to deliver an excellent customer experience before taking any major steps forward.

Who is Yarnfreak?

Yarnfreak is a renowned yarn webshop and physical yarn store in Aarhus that, since its inception 13 years ago, has specialized in exclusive hand-dyed yarn, knitting literature, and accessories for private customers. The store began as a small crochet shop in a basement, run by Camilla Schmidt Rasmussen, who started her own business after finding success with a blog focused on crochet.

Since then, Yarnfreak has grown and expanded its product range to include knitting yarn, which today has a substantial market.

Today, the business consists of both a physical store and a webshop, each contributing around 50% of the sales. With four employees, Camilla is no longer running her passion project alone.

With a selection of rare and high-quality products not found elsewhere, the store attracts both local and international customers. Yarnfreak has become a destination shop, where summer tourists seek out its unique products. The store is built on passion, and Camilla ensures that the selection inspires others and reflects her genuine love for craftsmanship and quality.

Yarnfreak aims to inspire a creative and unique universe where quality and aesthetics are never compromised.