sevimex
Sevimex, the company behind Lanas Caricia and Lanas Rubí, has more than 100 years of experience in yarns, cottons, balls of wool and craft materials. It is an industry benchmark that, despite generating more than €13 million in revenue, needed a digital presence worthy of its heritage: two well-positioned and clearly differentiated online stores, coherent brand identities and a content strategy capable of connecting with the community of knitters, crocheters and amigurumi enthusiasts who choose them day after day.
Migration to
Shopify
Professional
digital presence
Greater engagement
with the community
Sustained
sales growth
Where we started
At Impulsa3, we took on the full management of their digital ecosystem: from developing and optimising their Shopify stores to managing SEO content, the patterns blog and their B2B channel for professionals. The approach was designed to turn long-established brands into some of the most complete online yarn stores on the market.
We supported both Lanas Caricia and Lanas Rubí throughout their digital journey with an end-to-end service covering technology and communication. These are the areas in which we work:
- eCommerce development and management (Shopify)
- Native integration with the AHORA ERP
- Web and SEO consultancy
- Email marketing flows
- Integration of the current stack with HubSpot and Mailchimp
- B2B / Professionals channel
- Patterns content and blog
- Native connection between blog articles and product pages
THE CHALLENGE
The project began with a clear objective: bring a century-old company into the digital world without losing its essence. Lanas Caricia and Lanas Rubí both had excellent products and a loyal customer base, but their online presence reflected neither the quality nor the breadth of their catalogue, and the different channels (store, social media, email and content) operated in a fragmented way, without a unified narrative.
There was also the challenge of migrating and consolidating the stores on Shopify, managing a broad, seasonal catalogue (autumn/winter, spring/summer, kits and haberdashery) and positioning the websites against highly active competition in the online yarn niche.
From an operational perspective, the challenge was to design a coherent roadmap: not only keeping the stores up to date, but building a content ecosystem around them (patterns, tutorials, a collectible magazine and charity kits) that would bring value to the community while also driving the business.
THE SOLUTION
Our first step was a complete diagnosis of the digital ecosystem of the Sevimex Group brands, Lanas Caricia and Lanas Rubí, identifying opportunities for improvement and designing a tailored action plan. We established a working model with the Sevimex team that includes strategy, execution and ongoing technical support.
eCommerce development and management
We handled the migration and optimisation of their online stores to Shopify (Lanas Caricia and Lanas Rubí), with an architecture designed for a broad, seasonal catalogue: product families (bamboo, baby, novelty, multicolour and traditional), seasonal collections, kits and a complete haberdashery section. We paid close attention to product pages, navigation and the shopping experience so that finding the ideal ball of yarn would be quick and intuitive.
- Clear, scalable collection structure
- Product pages optimised for conversion
- Fast, secure shopping experience (24–72-hour delivery)
Web and SEO consultancy
We defined and executed the SEO strategy for both brands to position them as benchmark online yarn stores. We worked on content aligned with real searches from the community (baby yarn, amigurumi, cotton and ecological fibres) to attract qualified traffic and convert it into sales.
Catalogue and TikTok Shop setup
We handled the complete product setup and configuration of TikTok Shop Seller for Lanas Caricia, enabling a new social sales channel directly connected to the catalogue. This expands the brand’s touchpoints and opens the door to selling where its community already is.
- Product catalogue setup and structuring
- Configuration of Lanas Caricia’s TikTok Shop Seller
- New social sales channel connected to the catalogue
Email marketing
We designed and implemented the key automated flows for recovery and activation across the group’s four stores (Lanas Caricia and Lanas Rubí, both B2C and B2B):
- Abandoned cart
- Abandoned order
- Abandoned product browsing
These automations work continuously to recover sales that would otherwise be lost, without requiring manual intervention from the team.
Content and patterns blog
We developed the blog as an engine for value and SEO: step-by-step patterns, crochet and knitting tutorials and brand news. This is complemented by the free collectible magazine included with every order, a content asset that builds loyalty and differentiates the brands from their competitors.
B2B / Professionals channel
We strengthened the professional channel for both brands to serve wholesale and retail demand, expanding the business beyond individual customers.
What has really changed?
When we started, Lanas Caricia and Lanas Rubí were two excellent brands with untapped digital potential. Today they operate as a connected ecosystem: stores, catalogue, content and automations have stopped working in isolation and now push in the same direction.
The change was not merely aesthetic. A group with more than 100 years of craftsmanship finally found online stores worthy of its products: solid Shopify platforms where shopping is easy, a catalogue that is clear at a glance and a new sales channel (TikTok Shop for Lanas Caricia) that takes the brand where its audience already is.
And perhaps most importantly, the business stopped losing sales along the way. Automated recovery flows (abandoned carts, orders and browsing) work independently across the group’s four stores, recovering purchases that previously probably stalled without anyone having to intervene. Less manual work, more recovered sales and a digital foundation ready to keep growing.
ARE YOU INTERESTED?
If you are tired of hearing about growth but need to boost your sales, let us talk and see how we can create a system that makes sense for your business.
