Background

The 'old' Orangebag webshop ran on a fully custom-built solution based on a CMS (Content Management System). Over the years, code was added bit by bit to meet specific requirements. As a result, the platform became inflexible and even unstable over time, standing in the way of further growth ambitions.

Orangebag's goal was therefore to develop a platform aligned with its growth strategy. The company's main objective is to strengthen its position as an online fashion boutique. To achieve this, the new platform needed to be equipped with the right tools.

The requirement was clear: a modern, flexible, and future-proof platform. The system needed to empower Orangebag to stand out in the areas where they want to make a difference, without being constrained by technology.

The Solution

Kega and Orangebag jointly conducted an analysis phase evaluating the entire existing and future IT infrastructure, as well as organizational requirements.

At the end of this phase, Kega recommended a technical solution based on Composable Commerce: a headless shop that smartly leverages all existing systems within the organization, such as ERP (Enterprise Resource Planning), PIM (Product Information Management), and more.

The Technical Foundation

The technical foundation consists of a combination of SaaS (Software as a Service) solutions and custom development. At the heart of it all is Centra: a SaaS platform specifically developed for fashion e-commerce. A great milestone: we are the first agency to successfully implement Centra for a Dutch organization.

The headless front-end was developed using Kega’s Composable Commerce Accelerator, which is built on ReactJS and the Next.js framework. Storyblok provides the platform's headless content management system (CMS), while Algolia powers the Search & Merchandising system.

Design and Content Flexibility

Additionally, Kega's UX/UI designers created a completely new design utilizing the Atomic Design methodology—an approach that builds complex interfaces using small, smart building blocks. Thanks to the Global Design System, the webshop is built from reusable UI components that ensure a consistent look and feel while enabling faster and more flexible development.

Kega also developed dedicated content design blocks for Orangebag within the Storyblok environment. Using these building blocks, the Orangebag team can independently build inspiring pages with full creative freedom.

Integrated Tools

Various specialized tools were integrated to optimize overall functionality:

• The ERP system (SRS) is connected via Alumio for product, inventory, and order management.

• Klaviyo serves as the CDP/ESP for email marketing and vouchers.

• The customer journey is enriched by Sparque (AI recommendations) and Faslet (sizing advice).

• Adyen (PSP) and Returnista handle seamless payments and returns.

This flexible setup allows Orangebag to easily integrate new tools in the future and adapt to market changes at lightning speed.

Key Benefits

The transformation delivered the following results:

• Speed & Flexibility: The headless architecture decouples the front-end and back-end, resulting in a faster site and simplified updates.

• Scalability: The robust Centra back-end can seamlessly grow alongside Orangebag’s ambitious plans.

• Efficiency: Data migration (including customer accounts) and third-party integrations have been streamlined.

About Sleepworld

Sleepworld believes that a good night's sleep is personal. Not everyone sleeps the same way: what feels wonderfully soft to one person might offer too little support to another. That is why everything starts with listening. How do you sleep? What wakes you up? What fits your body, your bedroom, and your budget?

With genuine and expert advice, Sleepworld guides customers to sleep comfort that truly suits them. Not just to sell mattresses, box springs, or pillows, but to help people sleep better. Online, in-store, and everywhere in between.