Baldwin

Onze samenwerking met Molecule begon bijna 10 jaar geleden. De voorbije jaren bleven we samenwerken en bouwden we geregeld functionaliteiten op maat voor hen. Niets bijzonders op zich. Maar zoals bij elke langdurige samenwerking zonder een grondige evaluatie tussendoor, begon zich wat technische schuld op te stapelen. De webshop was niet zo snel of strak meer als hij zou kunnen zijn, en de technische basis voelde… wat log aan.

Wat achtergrondinformatie over onze interne koers rond Magento.

In de huidige setup liepen we tegen de bekende uitdagingen aan die vaak voorkwamen binnen het Magento-ecosysteem: custom theming vergde veel tijd en inspanning. Integraties waren omslachtig en de performantie kon beter.

Daarom hebben we Molecule geïntroduceerd aan ons geoptimaliseerde Hyvä-thema – een snellere, onderhoudsvriendelijkere en performantiegerichte oplossing.

Dankzij onze investering in R&D hebben we een framework ontwikkeld dat ons toelaat om:

• Volledig op maat gemaakte frontends te leveren voor grootschalige webshops en dat aan een versneld tempo.
• Een eenvoudige maar krachtige Magento-shop lanceren binnen enkele dagen in plaats van weken.
• Wendbaar blijven in maatwerk, zonder in te boeten op performantie.

De snelheid van Shopify & de kracht van Magento – bijna vanaf nul heropbouwen

Toen Molecule aangaf dat het tijd was voor een vernieuwing, stelden we onze oplossingen voor. Maar we wisten ook: om écht impact te maken, moesten we enkele van hun unieke maatwerkfunctionaliteiten herintroduceren. Elementen die Molecule net zo’n sterke webshop maken.

Het verschil in aanpak? In plaats van te kijken naar wat er allemaal weg moest, hebben we gefocust op wat écht moest blijven. Die oefening bracht ons terug naar de kern van de shop. Door overbodige ballast weg te laten, werd de implementatie eenvoudiger én efficiënter – op korte én lange termijn.

Een nieuw thema introduceren was het perfecte moment voor een frisse start.

Eerst legden we de basis

Magento biedt van nature niet de flexibiliteit die we nodig hadden, dus hebben we die zelf ingebouwd. Zo maakten we het mogelijk om een webshop op te zetten én aan te passen binnen enkele dagen. Voor Molecule nam het frontendwerk zelfs maar een paar dagen in beslag.

Daarna voegden we gericht maatwerk toe

We vertrokken vanuit een eenvoudige maar doeltreffende vraag: Als we alles zouden wissen, wat is dan écht de moeite waard om opnieuw toe te voegen?

Die verandering van perspectief maakte het verschil.

Samen met het Molecule-team gingen we elk stukje maatwerk na:
Doet dit nog wat het moet doen? Helpt het de klant? Voegt het waarde toe?
Als het antwoord nee was, dan lieten we het achterwege.

Wat bleef – en waarom

Het resultaat? Een slankere, snellere frontend. Maar we hebben ook bewust gekozen om enkele essentiële onderdelen te behouden. Functionaliteiten die belangrijk zijn voor Molecule én hun klanten. Hieronder een greep uit de elementen die de eindselectie wél haalden:

• Een custom jobmodule die werkt als een soort blog. Molecule kan eenvoudig vacatures toevoegen via de backend, en de frontend verwerkt alles automatisch. Zoals hier: molecule.be/jobs.
• Energielabel-integratie – want ja, dat is wettelijk verplicht.
• Onze eigen Omnibus-module, intern ontwikkeld om prijs­transparantie te garanderen volgens de regelgeving.
• Slimme productlabels die alleen verschijnen onder bepaalde voorwaarden.
• Custom productstatussen die bepalen hoe producten getoond worden in lijsten of op detailpagina’s – ideaal voor producten die niet online besteld kunnen worden en voor een gigantisch assortiment van tienduizenden artikelen.
• Cadeaubon-integraties op maat van Molecule’s werking.
• Een flexibele CMS-opzet met Pagebuilder, zodat Molecule altijd de juiste info op het juiste moment kan tonen.
• Meer vrijheid in de menustructuur, zodat content en producten mooi gecombineerd kunnen worden.
• Een openingsurenbanner op basis van voorwaarden, die gebruikers correct informeert afhankelijk van het moment.

Kortom: geen overbodige toeters en bellen, wél slimme oplossingen die echt iets toevoegen.

Meer dan enkel e-commerce

Molecule focust zich niet alleen op online verkoop. Hun website is ook een gids voor de fysieke winkel. Dat betekent dat het platform meer moet doen dan alleen converteren – het moet ook informeren.

De uitdaging ging dus evenveel over helderheid en context als over snelheid en prestaties.

Het resultaat?

Een snellere, slimmere en meer gefocuste site. Geen overbodige franjes, geen ruis. Alleen de functies die er écht toe doen.

Baldwin redesigned the WEBA Magento 2 webshop with a strong focus on User Experience (UX). As one of Belgium’s most beloved furniture stores, WEBA first partnered with Baldwin in 2017 to launch their large Magento 2 shop. Three years later, we were thrilled to take on the redesign challenge.

The goal? Make the site more user-friendly, faster, and optimized for conversion.

A Strong Collaboration

WEBA believed in Baldwin’s integrated approach—developers and marketers working together. Our ongoing collaboration boosted online visibility and significantly increased sales, with SEO playing a key role.

Even though the previous shop performed well, the redesign aims to push performance even further.

UX Improvements at Every Level

• Homepage: Sleeker design, fewer distractions, and more visibility for mascot Arsène Weba and key features like gift vouchers and newsletters.

• Product Pages: Cleaned up icons, clearer product dimensions, and simplified navigation. Upselling and cross-selling are more prominent.

• Promotions: Promos are now clearly marked with pricing and durations instantly visible.

• Design & Colors: The WEBA blue remains central, enhanced with more white space and a modern look for a smoother customer journey.

Outcome
A faster, clearer, and more stylish webshop that puts the customer first—thanks to a strong partnership and shared vision. As a bonus, WEBA even launched a “Baldwin seat” in our honour!

Labellov knocked on our door to move to a Magento 2 environment. They are a well known webshop among high-end fashion lovers. Labellov sell preloved designer items and focus on handbags. With clients all over the world, a renewed website was in order. And thus, the Baldwin and Lavellov romance starts!

Who is Labellov?

As a trusted name in the resell industry worldwide, Labellov is the place to go if you’re looking for preloved luxury goods. They believe that the future of fashion is circular, so whether you are looking to sell or shop, Labellov is your stop. Sustainability has never been this luxurious before as it is on this webshop! They also have several pop-up stores across Belgium as well as a showroom in Antwerp.

Labellov goes Magento 2

To maintain their excellent service online, Labellov decided to move the a Magento 2 environment. With that, they also switched to a new ERP-system, Business Central. This system is linked to Magento 2 via its LS-module. This module syncs products (name, price, stock …) from the ERP-system to Magento. Further enrichment of the products is in the hands of Labellov, as they do not receive items in bulk. Every seller has their own code, with which Labellov creates the SKU numbers. Whenever they get an order, Magento send the information to the ERP-system. This process ensures Labellov a continues correct stock.

Since Labellov operates on a worldwide scale, we implemented a currency converter to USD. Prices are normally shown in Euros, as Labellov is an Antwerp business. For overseas clients, however, it is important to see the pricing directly in the correct currency.

In cooperation with …

The webshop is connected to their MailChimp account. This connection makes sure to put new newsletter subscribers in the correct mailing list. You an also subscribe to a certain brand, like Delvaux or Chanel, to receive updates on new items.

They use Trengo for their chat, which allows visitors to directly ask questions while shopping. Payments happen with Mollie, while Sendcloud takes care of the shipping process. They provide you the confirmation and “sent” e-mails, and give you the track & trace code as well.

When Septodont set out to refresh their brand, they wanted more than just a new look — they aimed to modernize their entire digital experience. That’s where Baldwin came in.

Our mission: build an e-commerce platform that goes beyond aesthetics — one that’s fast, secure, flexible, and built for the real needs of dental professionals. Powered by Hyvä, we delivered a future-proof solution with outstanding performance and usability.

Key Features

✅ Self-service or assisted ordering
Dental professionals can place orders independently or choose support from a Septodont sales rep — putting them in control.

✅ Restricted product access
Medications and sensitive items can only be purchased by verified pharmacies, ensuring compliance and responsibility.

✅ Streamlined order & contract management
A custom tool gives users full access to their orders and contracts — reducing back-and-forth communication.

✅ Secure professional onboarding
Only approved users can order, thanks to a clear, secure verification flow.

✅ Clean, focused design
In collaboration with Castor & Pollux, we delivered a minimalist, modern interface where products take center stage — distraction-free and user-friendly.

The Results

• 40% boost in platform performance

• Faster, smoother browsing and purchasing

• More autonomy and clarity for customers

• A digital experience that truly supports professionals

Septodont didn’t just update their site — they redefined how dental e-commerce should work. Together, we built a platform that meets today’s demands and is ready for tomorrow.

AntwerpDiamonds.direct is an online platform offering ethically sourced, high-quality diamonds straight from Antwerp the worlds diamond capital. With a curated selection of stunning stones, the brand connects customers with diamonds that celebrate lifes most precious moments.

The Challenge
They needed a website that matched the elegance of their product: intuitive, visually refined, and secure with a seamless e-commerce experience and the ability to showcase detailed product attributes.

Our Solution
We built the new webshop on Magento 2, powered by the Hyvä theme a fast, flexible, and scalable combo. This setup delivers a high-performance user experience across devices, while allowing room for customization and future growth.

Advanced Filtering for Diamond Clarity
Given the complexity and value of their products, AntwerpDiamonds.direct required an advanced filtering system. Customers can now search by cut, color, carat, clarity, certification, and lab origin making it easy to explore and find the perfect stone.

Results

• A fast, elegant webshop that reflects the brand's luxury identity
• Smooth browsing and buying thanks to Hyväs lightweight, responsive design
• Detailed filters that simplify search and guide informed purchases

Thanks to this tailored solution, AntwerpDiamonds.direct now offers a premium digital journey worthy of their exquisite diamonds.

AntwerpDiamonds.direct is an online platform offering ethically sourced, high-quality diamonds straight from Antwerp the worlds diamond capital. With a curated selection of stunning stones, the brand connects customers with diamonds that celebrate lifes most precious moments.

The Challenge
They needed a website that matched the elegance of their product: intuitive, visually refined, and secure with a seamless e-commerce experience and the ability to showcase detailed product attributes.

Our Solution
We built the new webshop on Magento 2, powered by the Hyvä theme a fast, flexible, and scalable combo. This setup delivers a high-performance user experience across devices, while allowing room for customization and future growth.

Advanced Filtering for Diamond Clarity
Given the complexity and value of their products, AntwerpDiamonds.direct required an advanced filtering system. Customers can now search by cut, color, carat, clarity, certification, and lab origin making it easy to explore and find the perfect stone.

Results

• A fast, elegant webshop that reflects the brand's luxury identity
• Smooth browsing and buying thanks to Hyväs lightweight, responsive design
• Detailed filters that simplify search and guide informed purchases

Thanks to this tailored solution, AntwerpDiamonds.direct now offers a premium digital journey worthy of their exquisite diamonds.

ilCaffe is a coffee shop and café chain based in Cluj-Napoca, Romania. The charm of this local business? The fact that it continously redefines the coffee experience with its distinctive blend of tradition and innovation. Important to mention? They have been rosting coffee for the past 30 years.

Renowned for its cozy ambiance and top-notch service, IlCaffe caters to a diverse clientele seeking both quality coffee and a welcoming environment. Offering a selection of freshly roasted beans and artisanal brewing techniques, each cup of coffee at IlCaffe promises an intersting flavorful experience. Believe us when we are saying this, as all the Baldwinners are starting the working day with a cup of coffee bought from their shop.

Beyond its beverages, ilCaffe also offers a selection of pastries and light meals, making it a preferred destination for breakfast meetings, afternoon breaks, and casual gatherings alike. With a passion for coffee culture, IlCaffe is a beloved choice for coffee enthusiasts throughout Cluj-Napoca and not only – thanks to the webshop we developed.

It all started with a list of start-up questions

We initiated our collaboration with the client by addressing a comprehensive list of start-up questions to map out the project. This involved determining key aspects such as hosting requirements, selecting the appropriate CMP, defining main features and modules, and outlining product synchronization. Additionally, we clarified the client’s needs for shipment and payment processes, ensuring a well-structured plan for a fast implementation.

Development process

Following our initial mapping, we proceeded with the development phase for ilCaffe, by choosing WordPress and WooCommerce as our platforms of choice. This decision was based on their alignment with the client’s business needs, offering both flexibility and scalability. WordPress’s user-friendly interface and WooCommerce’s robust e-commerce capabilities provide an ideal foundation for managing content and transactions efficiently. We customized these platforms to integrate with the client’s requirements, ensuring an optimized and cohesive solution that supports their operational goals effectively.

Tracking & marketing reports

As part of our development process, we implemented Google Tag Manager and Google Analytics 4 to enhance tracking and data analysis capabilities. Google Tag Manager allows for management and deployment of marketing tags without modifying code directly, while Google Analytics 4 provides advanced insights into user behavior & engagement across the website. This setup ensures comprehensive tracking of key metrics, enabling data-driven decisions and optimizing the overall user experience.

Thienpont Wine – a prestigious, family-run wine merchant and royal warrant holder – partnered with Baldwin to revamp their online presence and open up their fine wine collection to a broader audience.

Their goal? Combine ecommerce with rich content to serve both wine novices and experts, while simplifying backend processes and enhancing performance.

In collaboration with Yves Demets, Amista, and ITM, we created a seamless integration between Magento 2 and SAP Business One, offering a smooth, fast, and intuitive experience for both users and administrators.

Project Highlights

• Hyvä Theme Design
  A sleek, lightweight frontend aligned with Thienpont’s premium branding, built for speed and elegance.

• Advanced Search & Filtering
  Users can browse by type, region, grape, vintage, food pairing, and more. Two viewing modes (gallery & list) cater to both casual shoppers and connoisseurs.

• Rich Content, Minimal Effort
  Detailed product pages, producer profiles, and category content are dynamically generated and centrally managed for efficiency and depth.

• Wine Club & Events
  A custom wine club unlocks premium content. Event management (via Staylime) handles registrations, cancellations, waitlists, and automated emails.

• ERP Integration
  Using ITM’s sync module, Magento connects to SAP Business One, automating inventory, orders, and product data. Amista ensured optimal SAP setup.

• Optimised Performance
  Engineered for speed, the site scores 90+ on Google PageSpeed, delivering fast, smooth browsing across all devices.

Results

• Better user engagement through design, content, and usability

• Increased operational efficiency with automated data flows

• High performance and strong SEO thanks to fast load times

Since October 2016, Weba has trusted Baldwin with the development and digital growth of their online furniture store. What began with the creation of their Magento webshop has evolved into a long-standing collaboration built on mutual challenge, trust, and results. Over the years, we’ve handled everything from webshop maintenance and feature development to running effective online marketing campaigns.

The latest milestone? Migrating their Magento store to the Hyvä theme—a bold move aimed at unlocking speed, performance, and a better user experience. Now, we’re ready to share results and inspire other merchants to follow suit.

Why Speed Matters in Ecommerce

It’s simple: fast websites convert better. Users expect a smooth and frictionless experience. If they have to wait, they leave. According to Google, bounce rates jump by 32% at a 3-second load time—and by 90% at 5 seconds. Another study by Portent shows conversion rates are 3x higher for pages that load in 1 second compared to 5 seconds.

Even a 100-millisecond delay can reduce conversions by 7% (Akamai). In short, every second—and every millisecond—counts.

From Luma to Hyvä: A Performance Overhaul

To meet rising performance expectations, Weba made the switch from the Luma frontend to Hyvä—a modern, lightweight alternative focused on speed and simplicity. The improvements were immediately noticeable:

• Web transaction times dropped from 850ms to 600ms (-30%)

• Database queries reduced by 95%, from 2 million to just 100,000 per hour

• Page load times improved by 30% to 50%

• Largest Contentful Paint (LCP) went from 2.81s to 1.97s

• Interaction to Next Paint (INP) improved from 180ms to 140ms

• Time to first interaction dropped from 7.3s to 5.8s

• Full page load time went from 2.5s to 1.5s

While the PHP 8.3 upgrade also played a role, Hyvä’s minimal use of JavaScript and efficient structure were key to achieving these results.

The result? Faster visuals, smoother navigation, and a much better experience—even during peak traffic. The new frontend isn’t just faster, it’s also more efficient for Weba’s internal teams, giving them a solid foundation for future innovation and scalability.

The Key to Success: Collaboration

The success of this partnership goes beyond code. It’s about how we work together:

• Shared goals: Clear KPIs help both teams stay focused on the right outcomes.

• Mutual challenge: We continuously push each other to do better, smarter, faster.

• Transparent communication: Clear roles, structured feedback, and regular check-ins.

• Proactive mindset: Constant monitoring and performance tracking ensure we adapt quickly to new opportunities or challenges.

This collaboration has proven that when both teams are aligned, performance and innovation naturally follow.

What’s Next?

With the Hyvä migration complete, Weba is in a strong position to scale further—whether that’s through enhanced conversion optimisation, improved user experience, or smarter marketing strategies.

At Baldwin, we’re excited to continue growing with Weba. Whether we’re improving the webshop, launching new features, or fine-tuning marketing performance, our goal remains the same: helping Weba grow and thrive in a competitive ecommerce world.

Medipim is one of Baldwin’s own products. Thanks to its success, Medipim grew to be the most extensive online database of medicinal, parapharmaceutical, and cosmetic products. Since the founding of the database, we have been responsible for the design and development of the Magento 2 website and platform. On top of that, we created an Application Programming Interface (API). This way the database can be integrated into any open or closed platform. After Medipim grew exponentially, it was time to upgrade the website and platform.

Website internationalisation

After conquering the Belgian market, Medipim is in the process of executing its internationalisation plan. When a company wants to expand its market, it’s important that the website is ready for website internationalisation. With this intention, the overall architecture of the old site needed a change. We made sure that Medipim is set up to handle these multiple languages.

With this intention, the site changed to a country structure. This allows the users to choose from different countries with the corresponding languages. In the current stage of the internationalisation plan, the website now has a worldwide, Belgian and French language view. However, soon Medipim will continue to expand. We assured that the website and platform are ready to set up multiple new views.

Change website structure

Upgrade products

The basic subscription, custom solution, industry and producers subscription stayed the same. However, we added a new product to make custom combinations for the partner subscriptions. It is possible to integrate the database into a platform developed by a partner. Here the customer can choose a combination of solutions. First, we created the option to choose between a monthly or yearly subscription. Next, there are three types of subscriptions: integration of Medipim into software, screens or vending machines and webshops or apps. Finally, the customer can select which partner they are working with and the final prices are adjusted based on that.

FAQ page

There are many reasons why a website needs an FAQ page. As a matter of fact, it improves the user experience, is great for organic search, can save money on customer service,… Consequently, we added an extensive FAQ page on the website of Medipim. The challenge for Medipim is that there are multiple target audiences. That’s why we divided the FAQ into a general part, tips for healthcare professionals, tips for manufacturers and tips for developers.

New website design

With the website upgrade, a new design was in order. Our design team was very excited to create a new style guide for Medipim. The whole layout got a refresh! In addition, we designed suiting icons that are shown everywhere. Using icons in web design helps to guide the different audiences to their right information and subscription. On top of that, they are a great attention grabber and give the site a visual better look. Eventually, we used the design and icons to create a folder.

Marketing communication plan

At the present time, our team of digital marketeers is also working for Medipim. Together with the company’s content manager, we created a communication plan. In the first place, we considered the different audiences to target. This way we established the offer for each audience and the message we deliver to them. Next, the different offline and online channels were chosen that Medipim will use in their communication.

Additionally, Baldwin is also supporting Medipim with advertising. We started with Google Advertising and did the set-up of the different kinds of ads. Medipim provided the ad copy, which we fine-tuned and used in the ads. In the long run, we will continue to follow up the evolution of the Google Ads and help to grow Medipim internationally.

A Digital Ecosystem for Sereni

Sereni is a Belgian funeral organisation uniting over 42 undertakers under one growing umbrella. While funeral planning is their core service, they go far beyond that. Sereni offers psychological support, grievance counselling, insurance advice, and administrative assistance, all in collaboration with specialised partners to ensure high-quality service. They also aim to break the taboo around death by organising events—ranging from info sessions to pure art—and offer a wide range of memorial items like ash jewellery, urns and customisable frames.

Baldwin works closely withSereni in two main areas: development and digital marketing. Over time, we’ve built a strong partnership, realising several successful projects with many more on the horizon.

From Magento to WordPress

Sereni came to Baldwin with two major challenges. First, the need for a new webshop to sell memorial products. Second, a scalable solution to create dedicated websites for each undertaker. We started with Magento but later switched to WordPress with WooCommerce, prioritising ease of use for Sereni’s team—many of whom don’t have a technical background. WordPress proved to be the more intuitive and manageable option.

The Sereni Webshop

The webshop offers a broad range of memorial items. To manage this effectively, Baldwin synchronised WordPress with Akeneo, their Product Information Management system. Akeneo was also linked to the Sereni app, which in turn connects to ExactOnline for invoicing.

As Akeneo and WordPress handle product data differently, our developers created a custom module that translates Akeneo data into a WordPress-readable format. Product imports happen automatically each day, with the option for manual import when needed.

Scalable Websites for Undertakers

Each undertaker under Sereni now gets a personalised website to showcase their services—and optionally, sell their own selection of memorial items. Baldwin developed a scalable ecosystem to host all current and future Sereni sites.

We created multiple customisable themes, allowing undertakers to select layouts and colour schemes while staying true to the Sereni brand.

In addition, Sereni content like blog articles is centrally managed. Our team built a feature that allows undertakers to simply check which articles they want to display on their site. No copy-pasting—just one click, and the content is live.

Built for the Future

One of the biggest strengths of the Sereni ecosystem is its flexibility. Admins need only one login to access all websites. Setting up a new site can be done within an hour, excluding content customisation. This setup speeds up new launches and only requires development time for major new features or structural changes.

A great example of this flexibility is Samen Onderweg, a ticketing website for Sereni’s events. Baldwin built a custom module that generates unique codes for each ticket. Since students can attend events for free, we implemented two ticket types: paid and free. The checkout flow was optimised to be seamless for all users, regardless of ticket type.

Digital Marketing Support

On the marketing side, Baldwin mainly focuses on Google Search (SEA). Each undertaker has their own Google Ads account, allowing us to customise budget allocations based on their region’s population, business size and potential—without getting lost in a sea of campaigns. This ensures a fair, data-driven approach with no preferential treatment.

We also support Sereni’s SEO efforts, from keyword research and metadata to on-page copy and article creation. Our digital team works hand-in-hand with Sereni to boost organic visibility.

Additionally, Baldwin helps with social media campaigns. A standout example is the campaign for ONT Roerd, a major Sereni event. Our creative strategy proved successful and will now be extended to Sereni’s official social channels.

In short, Baldwin built a user-friendly, scalable digital ecosystem that supports Sereni’s growth—both technically and strategically. With seamless integrations, flexible design options, and targeted marketing efforts, we continue to help Sereni honour the past while looking to the future.