All Shine On

or How we built a modern, beautiful, flexible BigCommerce website that led to record-breaking sales in its first month.

COMPANY PROFILE

Elinchrom, a company founded in 1962, is a renowned leader in professional lighting equipment for photographers and videographers. With a global reputation for producing portable, durable, and high-performance flash and continuous lighting solutions, the brand is trusted by creative professionals worldwide.

To match its standing in the industry, Elinchrom required a dedicated online presence for its US market that would resonate with its distributors and clients.

VISIT ELINCHROM

The Challenge

The main goal was to update Elinchrom’s digital presence to reflect the brand's quality and innovation and create a brand new, high-performance website from scratch, exclusively for the US market.

Our mission was to deliver a modern, fast, and beautiful platform, capable of managing a complex product catalog and providing a seamless user experience. In a way, it is true that the essential is invisible to the eye. Because apart from visually compelling, the platform had to be functionally robust, and integrate seamlessly with Elinchrom’s core business systems.

The Approach

Our strategy centered on a ground-up build using the BigCommerce Stencil framework to create a powerful and scalable solution. Next we focused on a fully custom design, and integrating applications. Our goals checklist included:

Develop a flexible, high-performance website on BigCommerce.
Integrate multiple specialized third-party applications for improved functionality.
Create rich, engaging content pages for storytelling and product education.
Implement a data schema to future-proof the site for AI-driven content and marketing.
Provide an intuitive user experience for a complex B2B and B2C audience.

The Solution(s)

We developed a new Stencil implementation based on an improved version of Cornerstone, which significantly enhanced performance, visual flexibility, and simplified maintenance, and integrated a custom data scheme to connect with GEN AI and Google Merchant Center, marking a first for the client.

Key integrations included:

Searchanise to provide a fast and efficient search experience, helping visitors quickly find technical products within the extensive catalog,
Salsify to enrich product data through metafields, enabling us to dynamically create custom relations and display relevant accessories, replacement parts, and related products based on data from the PIM.
Fastr by Zmags: A no-code design tool that gave Elinchrom independence to create standout, rich-design pages with widgets and editable regions, ensuring a distinct and professional look across the site.
Custom ERP Integration: For real-time price and stock synchronization.
Omnisend, Signifyd, InStockNotify, and Avalara for robust email marketing, security, inventory management, and tax handling.

The design prioritized a modern and engaging user experience.

We created custom templates for all key pages, including a dynamic homepage, a category page with infinite scrolling, and rich-content product pages.
On category pages, we implemented a custom 'interrupter' element that places advertisements within the product grid at a specific interval, breaking up the listings with engaging promotional content.
We also developed a fully customized blog that pushed the boundaries of BigCommerce's capabilities, allowing for highly stylized posts with unique image constructions and a dynamic, tag-based sub-navigation.

The Result

The result was a strong digital ecosystem with a thoughtfully designed, custom BigCommerce solution.

The new Elinchrom US website, deployed on March 17th, 2025, immediately surpassed expectations. With a robust, modern, and engaging user experience, the site elevated the brand’s digital presence to match its products’ reputation for quality.

In its first month alone, the website achieved record sales for the US branch.

In the spotlight

The Elinchrom website is a powerful digital ecosystem that finally matches the brand's reputation for excellence. The project was an example of how thoughtful platform selection and strategic integrations can transform a brand's digital presence without overcomplicating the tech stack.

It's also a great example of how a thoughtful, custom-built ecommerce solution can deliver immediate, measurable business impact - perhaps even just the first month - while building a solid foundation for sustainable growth.

Elinchrom's team now have full creative control to tell the brand story, showcase innovation, and educate their community, the kind of independence that keeps a brand moving at the speed of the industry.