UYN
The history of UYN starts in 1950, when Trerè Innovation is founded in Asola as an Italian company specialized in the production of technical socks. From the solid manufacturing base, the company gradually broadened its scope starting in the 1990s, developing new sportswear lines until, in 2016, the birth of the UYN (Unleash Your Nature) brand. Today, the brand combines scientific research, performance and craftsmanship in a complete proposal of sportswear, footwear and accessories aimed at an international audience.
The brand's growth in recent years made evident some structural limitations of the previous digital ecosystem: highly manual management, continuous interventions, non-centralized flows, and an operating model inadequate to support global expansion. Digital transformation was therefore a natural response to these critical issues, along with the need to consolidate the new visual identity and adopt a consistent, stable platform ready to support entry into new markets.
Digital transformation, replatforming and opening to new global markets
The Game
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1.
The project arose from a specific need: to overcome a fragmented digital environment and build a modern, scalable infrastructure capable of integrating automation, internal processes and international management. The technological choice fell on Shopify, enhanced by an evolved use of Shopify Markets, which was essential to coordinate two separate legal entities, one Italian and one American, both active in online sales.
The technology was the starting point of an overall redesign that also involved Powngo as a PIM and OMS solution, ShippyPro for logistics, corporate ERP, and a set of automations designed to replace previous manual flows. In parallel, the journey coincided with a complete rebranding culminating in the go-live of the new site, realigning visual identity, performance and technological architecture.
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The first phase included reconstructing flows and defining a single operating model, with the goal of reducing human intervention in daily activities. Integration with Powngo radically changed catalog management, enabling features required by the business such as native bundles and ensuring consistency between product master data, markets and business rules.
In parallel, the collaboration with Storeis enabled in-depth work on performance, SEO structure and navigation, supporting the brand's international ambitions. The redesign was not limited to the aesthetic component. NodNod worked on information hierarchies, navigation paths, and catalog presentation logic to reduce friction and increase clarity; the development ensured that interface choices remained scalable and compatible with localizations, markets, and performance requirements.
The Challenges
From manual to flow automation
One of the main obstacles was a completely manual setup: catalog updated by hand, proforma documents generated from the old site, non-centralized fulfillment, and broken flows between internal and external teams. The most delicate step was the connection with ERP and the reconstruction of the order cycle in fully automated logic. This required constant realignment between eCommerce, management and the operational platforms, transforming an unstable process into a solid and truly scalable system.
Rebuilding the catalog with a truly functional PIM
Prior to the intervention, catalog management was limited, fragmented, and without central direction. A PIM was missing and the team was operating with little visibility into product logic and no automation. The adoption of Powngo made it possible to centralize master data, price lists, images, discounting, and collections, making it possible to manage across markets in a consistent manner and to fully structure information. The use of metaobjects also made it possible to implement the bundle functionality required by the brand without resorting to external applications.
Multi legal entity and marketplace management with Shopify Markets.
The presence of two companies involved in eCommerce sales made fiscal, operational and commercial management complex. Prior to replatforming, a system capable of governing price lists, taxation, order allocation and availability in a structured way was not available. Shopify Markets became the centerpiece of the new international architecture, enabling markets, rules and operational flows to be orchestrated natively. This marked a major step change and positioned UYN among the most advanced use cases of technology in a multi-entity context.
Post-go-live stabilization and phase 2 setup
The weeks following the launch required ongoing optimization work. The new OMS introduced articulated flows that, precisely because they were automated, needed a consolidation phase. Initial debugging was instrumental in stabilizing the entire ecosystem and preparing the evolutionary roadmap. Phase 2 now involves strengthening micro-activities, punctual intervention on critical flows, and launching new scenarios: integration of physical stores, omnichannel development, introduction of a loyalty system, and evaluation of a future B2B branch, consistent with the evolution of the brand.
The results
The project accompanied UYN in moving from a fragile and manual operating model to a robust, scalable and fully integrated platform. Automation of flows, centralization of the catalog, structured management of international markets, and improved performance have significantly reduced the effort of the internal team, increased data quality, and made the entire order cycle more stable.
The rebranding, synchronized with the release of the new site, has returned a digital identity consistent with the brand's growth and global ambitions. The current architecture is ready to support the next evolutions already on the roadmap: omnichannel, loyalty, retail integration and new market opportunities.
"From the very beginning we approached the project with a clear vision of the objectives. We worked in perfect synergy with Cooder, a partner capable of fully understanding our needs and supporting us at every stage, laying a solid foundation for the digital evolution of the business."Mirko Pantaleoni - Head of Ecommerce
