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The challenge: Two worlds – one brand
“We needed a partner who understood the balance between cultural heritage and commercial growth. With TRY, we didn’t just get an agency – we got a team that challenges us, prioritises value creation, and feels like an extension of our own organisation,” says Linnea Westerlund, CEO at The Astrid Lindgren Store.
The situation was complex:
- Two separate websites with different goals and incentives
- Inspiration and purchase were separated in the customer journey
- High traffic without a corresponding commercial impact
- Need for multilingual e-commerce and international expansion
- High demands on language, tone and brand integrity
The solution also had to handle a unique span of needs: from fans and readers looking for content, to customers who want to shop. Getting the balance right between respect for the cultural heritage and clear commercialisation was crucial.
The solution: A unified platform for storytelling and commerce
TRY designed and implemented a new, complete, and scalable e-commerce platform that brings inspiration and purchase together in one seamless experience, using a tailored solution with Centra as the commerce engine and Storyblok as the CMS.
“The platform is tailored to a character-driven universe, where Astrid Lindgren’s stories connect directly to relevant products – across languages, markets, and channels,” project manager Julia Dahlberg at TRY explains.
The result is a cohesive digital experience that protects the brand while still driving measurable growth. The solution combines:
- A tailored e-commerce platform with Centra as the engine
- Storyblok as a flexible CMS for content experiences
- Algolia for product and content search
- Klaviyo for CRM and customer communication
- Ingrid for shipping options
- Kustom for payments
- Trusted Shops for building trust
The platform was built to handle multilingual e-commerce with localised product URLs and region-specific content across Europe. The product structure was adapted to a universe driven by characters, stories, and audiences. The most important decision was bringing content and commerce under one digital roof. Stories, articles, and search are now connected directly to relevant products.
“Together with The Astrid Lindgren Store, we have created a scalable, multilingual e-commerce platform that brings content and commerce together in one seamless experience – from inspiration to purchase. When stories, search, and products work together, both the brand and the commercial results are strengthened. This is anything but a generic online shop,” says Julia Dahlberg at TRY.
From uncertainty to impressive results
After the launch of the new e-commerce platform in October 2023, expectations were high. But in spring 2024, the numbers showed that results were falling short of targets, and it was unclear where the challenges lay. Rather than guessing what needed improvement, TRY conducted a comprehensive CRO analysis of the entire customer journey. Together with The Astrid Lindgren Store and other partners, the team established:
- A clear prioritisation of initiatives with the highest business value
- Clearer distribution of responsibilities
- Data-driven optimisation combined with brand understanding
- A concrete growth plan
This became the foundation for the results that followed. The comparison between 2024 and 2025 shows the impact of a coherent platform and continuous optimisation:
- Revenue: +73.5%
- Buyers: +71.7%
- Conversion rate: +28.9%
- Active users: +15.1%
- Returning customers: +45.7%
“The growth did not primarily come from more traffic, but from better conversion and higher value per customer,” says Julia Dahlberg at TRY.
New markets in Germany and the Netherlands were also opened with localised online shops, tailored logistics, and clear delivery options. This helped significantly lower the barrier to purchase. The online shop also achieved a rating of 4.7 out of 5 on Trusted Shops – a central trust signal in German-speaking markets.
