For three friends from Munich, snowboarding is as much part of winter as snow on the mountains.
Their idea for a start-up came in 2017 from their passion for the outdoor sport. They were always coming up against the significant disadvantages of conventional snowboard bindings: Namely, the constant fastening and unfastening of the bindings, in particular, which is a major disruption for passionate snowboarders.
The founders started to research ideas and finally, in May 2017: the concept of the two-part snowboard fastening was born. The initial prototype emerged in the 3D-print process.
The patented fastening mechanism saves snowboarders considerable time with buckling and unbuckling. Thanks to the step-in function, the customer only needs to pull on one ergonomic pulley handle to release the foot section and step directly out of the binding.
After the founders received a grant that allowed them to dedicate themselves to the project for a whole year, they made their debut at the ISPO trade fair in Munich early in 2019.
Ultimately, they founded CLEW GmbH in March 2019 with the clear mission of bringing the product to market this winter and making snowboards more attractive and convenient for others.
Since summer, preparations have been underway to start up production. That meant it was also time to consider the first sales channels. The need for an online shop quickly became clear.
Even before starting the project, the founders had been in contact with the Shopware Enterprise Agency dasistweb in Munich. Together with the agency, they quickly decided to start the project with Shopware 6.
The new e-commerce solution released by Shopware in July 2019 was available in an Early Access version that offered the optimal basis for CLEW to operate its online business.
Shopware 6 uses the latest technologies based on the API-first approach and offers many out-of-the-box functions so that a short time-to-market is guaranteed. dasistweb only needed an implementation time of six weeks for launching the project with Shopware.
The shop has four different product versions in one main category. As a special feature, the shop implements payment types that can be selected depending on the product. There is a limited pre-rider edition of the CLEW binding in the shop that will be coming out in December 2019 (immediate sales). The three other products can be currently pre-ordered, but will only be shipped starting in October 2020 (purchase on account).
The shop comes across with a clean and emotional design created using the new Shopware experience worlds. Setting up experience worlds is intuitively simple and does not require any design affinity or previous technical knowledge.
In addition, an interface with the ERP system Odoo was created for CLEW’s Shopware 6 shop. The ERP system is used for processing orders.
CLEW uses Mailchimp for its email marketing.
Outlook for the future
CLEW currently markets its products exclusively in Germany and Austria using its own online shop. In future, the goal is to sell the bindings through retailers as well.
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