Trangia — e-commerce and storytelling platform

Trangia has made storm cookers in Trångsviken, Jämtland, since 1925. The stove is a design classic among hikers all over the world.

The starting point

The goal was one platform where the brand story and the shop live side by side. Trangia's own e-commerce team should be able to run it themselves.

One shop, four kinds of customers

The platform is built on WordPress and WooCommerce and serves consumers and resellers from the same place. Resellers in Sweden, inside the EU and outside the EU, as well as schools and non-profit associations, log in to their own prices, discounts and VAT rules. EU resellers with a valid VAT number are handled VAT-exempt automatically.

Prices are shown in several currencies (SEK, EUR, NOK, DKK, GBP, USD), and the currency follows the visitor's country.

Members of Trangia+, the customer club, get a members-only shop with seconds when they log in, with a cap on how many of each item one member can buy. An outlet with its own range is opened customer by customer, for example for schools and scout groups.

From Trångsviken to 74 countries

Almost two out of three orders now ship outside Sweden, and close to a third leave the EU. Shipping is booked through nShift, and every parcel that needs one gets an electronic customs declaration.

Each product carries its HS code and country of origin, and the declaration's descriptions, weights and values are filled in automatically when the shipment is booked. The warehouse doesn't have to write a single customs document by hand, whether the stove goes to Oslo, Seoul or Santiago.

Build your own kitchen

A Trangia stove is a system: burner, pots, frying pan, windshield and kettle in different sizes, materials and colours. With "Bygg ditt kök", customers put their own kit together step by step. They see each part appear in the picture and the price update as they go.

They can finish with engraving on the windshield.

Storytelling next to the shop

Moments, Stories and Ambassadors sit right next to the products. The Trangia team builds pages and campaigns from a set of custom blocks and patterns that follow the brand. They can publish without calling a developer.

Connected to the business

Web orders flow straight into Trangia's Monitor ERP. Checkout runs on Stripe and PayPal, and customers see the payment methods that fit their country: Swish in Sweden, MobilePay in Denmark and Finland, iDEAL in the Netherlands, Bancontact in Belgium, and Klarna, cards and Apple Pay nearly everywhere. Customer and product data feed Klaviyo for email marketing.

The Monitor integration worked so well that Trangia asked to use the same approach for its distributor orders. We then built a tool that turns resellers' order spreadsheets into Monitor files, which saves the team hours of manual order entry.

A platform that keeps growing

Launch was the starting point. Since then we have kept developing the site with Trangia's e-commerce team: product reviews and review reminders through CusRev, a move to Stripe with local payment methods per country, and automatic country detection. New ideas go from sketch to stage to live in short steps.