Case study ↓
Crafting Reliability: DMC’s Path to Unified E-Commerce Excellence
DMC is a historic European textile brand with origins dating back to 1746, operating a family of e-commerce stores including DMC, Rowan, Sirdar, and Wool and the Gang. Known for their premium yarns and patterns for knitting, cross-stitch, and needlework, DMC serves both hobbyists and professional crafters across multiple countries and currencies.
As the company scaled, managing four separate e-commerce platforms became increasingly complex. Each store was maintained by different development teams, with fragmented tools and inconsistent technical implementations. DMC partnered with Nebulab to modernize their infrastructure, unify their operations, and build a foundation for sustainable growth.
Unifying Marketing Operations with Klaviyo
DMC’s marketing operations were fragmented across multiple platforms—Klaviyo on one store, MailChimp on others, and GetResponse on yet another. Each tool required separate management, creating operational silos and preventing the marketing team from leveraging consistent strategies across brands.
Nebulab implemented a comprehensive migration strategy that brought all four stores onto Klaviyo. Rather than treating each store as a separate project, we worked simultaneously across all platforms, implementing consistent event tracking, email flows, and transactional messaging.
The result was a unified marketing infrastructure that reduced operational overhead, enabled consistent customer communication, and gave DMC’s team the foundation to explore new channels like SMS marketing.
Redesigning Product Pages for Complex Catalogs
DMC’s product catalog presented unique challenges: items with hundreds of color variants and complex option selections. The original product detail pages struggled under this complexity, with some pages taking 30 seconds to load and displaying inconsistent layouts across different product types.
Nebulab implemented a sophisticated redesign, working systematically through each product type and focusing on delivering a complete experience on DMC first. We developed intelligent caching strategies, restructured data loading, and created an advanced color selection interface with grouping, filtering, and search capabilities.
Products that once took 30 seconds to load now render in under two seconds, even with thousands of variants. The new pages handle DMC’s multi-country, multi-currency complexity while providing customers with an intuitive, fast shopping experience.
Proactive Platform Maintenance and Technical Leadership
Managing four custom Solidus platforms simultaneously presented ongoing challenges: security vulnerabilities, performance degradation, infrastructure updates, and accumulating technical debt. The previous development approach struggled to balance new feature development with essential maintenance, often leading to emergency fixes and unpredictable releases.
We introduced continuous, incremental improvement paired with transparent communication about technical priorities. Security vulnerabilities were addressed promptly, performance optimizations were implemented progressively, and infrastructure upgrades were scheduled strategically—all while maintaining feature development velocity.
Our consistent delivery built trust over time. We brought project management discipline with structured sprints, predictable release schedules, and clear communication. The relationship evolved from a typical vendor dynamic to a true partnership, giving DMC’s team the confidence to focus on growing their business rather than managing technical crises.
“Working with Nebulab transformed how we think about our technical operations. They don’t just implement what we ask for—they help us understand what’s important, prioritize effectively, and maintain momentum across four complex platforms. Their proactive approach has given us the confidence to focus on growing our business.”
Chris McConneyGroup Digital Development Manager @ The DMC Group