The story behind Fischer Sports’ successful B2C site relaunch

Relaunching a multi-branded, multilingual B2C site with Shopware 6

Fischer Sports was founded in 1924 in Ried im Innkreis, Austria, where the company still operates its global headquarters. Over the decades, Fischer has grown into one of the world’s most respected manufacturers of premium Nordic and Alpine skiing equipment as well as high‑performance ice hockey sticks.

With affiliates in France, Germany, Italy, Ukraine, and the United States, Fischer Sports manages a broad international footprint. The Fischer Sports Group also includes brands such as Löffler and One Way Sports, with One Way known worldwide for its high‑quality skiing and walking poles. The new digital platform was designed to support both the Fischer Sports and One Way brands through two separate frontends powered by one shared Shopware 6 backend.

The challenge

Growing its market share meant that Fischer Sports needed to relaunch its website as a multilingual, multifunctional B2C ecommerce solution. Two brands, Fischer Sports and One Way Sports, had to be unified under one digital platform. But there were a variety of obstacles that had to be overcome.

User experience was being negatively impacted by page load times of up to four seconds. The team was also aware that some users couldn’t find their way to the site. Sub-optimal SEO optimization was causing Fischer to miss out on essential traffic.

Associated operational costs were high due to increased maintenance and the expense of ongoing subscriptions to a variety of third-party tools. Implementing any upgrades was complicated as the outdated theming system severely limited frontend development.

Fischer Sports needed an optimized website that provided exceptional services to its customers. It deserved a state-of-the-art e-commerce solution that would support its brands and expand its worldwide market share.

The solution

After comparing various options, including Shopify, Fischer Sports made the decision to choose Shopware for their ecommerce system. To ensure they could maximize Shopware’s capabilities, Fischer also partnered with dasistweb.

Shopware 6 was the most suitable option for this project, particularly for reducing tool complexity without sacrificing versatility, performance, or accessibility.

To reduce licensing costs, third-party tools were replaced by in-built capabilities such as Shopware CMS and the self-hosted Meilisearch. Other Shopware features like Flow Builder, Rules, and Promotion simplified administration. The smart use of headless technologies reduced maintenance tickets.

Dedicated logistics and market-specific integrations were upgraded to ensure smoother operations across different regions. The decoupled front end provides full flexibility for future development.

The results

Shopware 6 enabled Fischer Sports to enhance the performance of its website in almost every aspect. Improvements were made in every area, from development to administration, maintenance, and customer experience.

With Shopware 6 and dasistweb, Fischer Sports was able to build an advanced digital storefront that delivers the performance customers expect. Load times decreased significantly, and SEO visibility improved.

Fischer’s brands can roll out new marketing initiatives quickly and enhance customer experience features. By consolidating content management in Shopware CMS, content workflows became faster and easier.

All Shopware 6 features were able to be implemented quickly and efficiently.

"The successful relaunch of our B2C webshop marks a significant milestone in Fischer Sports' digital brand presence. Our collaboration with dasistweb resulted in highly competent, structured, and dedicated project management. The outcome is impressive both functionally and visually, with clear user navigation, optimized performance, and a modern design that perfectly conveys our brand values. Many thanks for the excellent collaboration!" - Christoph Marschall, Senior Digital Marketing Manager at Fischer Sports

The sporting goods market is fiercely competitive. Shopware provided Fischer Sports with the tools and capabilities the company needed to sustain and expand its position as a market leader. The successful relaunch of Fischer’s B2C online store would not have been possible without the powerful features of Shopware 6.

“Shopware is the best fit for the types of projects we take on because it gives us the flexibility and technical depth needed for complex B2B and B2C commerce. Its API-first architecture, strong customization options, and scalable foundation allow us to build solutions customized to each client’s individual business model.” - Christian Dangl, Head of Technical Development at dasistweb