Case study

ShoeStories creates a unique omnichannel experience for brides

Building a seamlessly connected customer experience

ShoeStories, founded in 2020, is the worldwide market leader in bridal shoes in Europe with a 55% share! "Every shoe, a different story, that's what ShoeStories stands for."

ShoeStories wanted to provide a consistent and unique experience across channels to keep up with their changing customer preferences. With the rise of social media, brides interact with brands and bridal stores across various channels. For example, a bride can see the perfect outfit on Instagram or visit a web store to find out more about the outfit and other accessories. However, the customer might eventually choose to buy the dress or shoes in another store nearby or search online for the product elsewhere. ShoeStories identified this potential gap in the customer journey and wanted to remove the risk of losing multichannel shoppers.

To help create a more real-time shopping experience for their customers, the Alumio platform helped ShoeStories seamlessly integrate their e-commerce platform (Adobe Commerce) with their ERP (XL-ENZ). This didn't just help make the entire ShoeStories catalog available on their online store, but it also allowed the multiple colors and sizes of each shoe, from the catalog, to be updated correctly. The integration also resulted in streamlining and automating the entire order process, updating inventory and showing product availability in real-time, and presenting the right product prices, especially during sales.

Currently, Alumio is working with ShoeStories to enhance their integrated systems with new data flows. These data flows aim to improve B2B transactions, build better visibility on the order process, and to upgrade their overall e-commerce experience.


Adobe Commerce | Magento

Adobe Commerce, formerly known as Magento, is a multichannel e-commerce platform based on open-source technology through which online merchants are provided with a flexible shopping cart system. The platform provides wide control over the look, content, and functionality of online stores. It also offers powerful marketing, search engine optimization, and catalog-management tools.


Reflecta's XL-ENZ is an ERP software developed for the fashion industry. It is a fully integrated order and production processing system used by more than 200 renowned brands. It consists of separate modules with solutions specifically for distributors, fashion wholesalers, CMTs, and private labels.


The Alumio platform helped create a fast, flexible, and future-proof omnichannel experience for ShoeStories, enabling them to effectively cater to multichannel shoppers.


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"A foundational architecture that governs and drives the transformation to fully offer a unique omnichannel experience through API interfaces."

Future-proof integrations

The Alumio iPaaS (integration Platform as a Service) helps create scalable integrations. Our robust and flexible infrastructure paves the way to easily connect new systems or easily change platforms. In other words, Alumio scales alongside your business, enabling you to seamlessly add or replace any software solution, cloud app, or data source as you grow.

Lower cost of ownership

As a low-code, middleware solution, Alumio enables the integration of two or multiple software solutions via a user-friendly interface, without custom code. This saves a lot of time and expense on the development and management of integrations. The platform's robust monitoring and logging system automatically helps detect integration errors, reducing troubleshooting costs significantly.

Ready for the future

Building a future-proof infrastructure

The new infrastructure is robust and flexible. Many of the essential data streams already run through the Alumio platform. In the meantime, the ecosystem is becoming increasingly connected and expanding. The foundation is built to introduce new platforms via Alumio. It is this flexible adaptability of Alumio that makes Obelink's IT ecosystem future-proof. Because whatever digital trends you look at: from chatbots to new social platforms and markets, from big data to social media to omnichannel andInternet of Things, everything revolves around data. Everything starts with connecting your data and applications in a smart way with new applications. Data is one of the most valuable assets of a modern company. It deserves a dedicated platform. Having the power to effectively connect new platforms is a huge competitive advantage. Alumio gives Obelink that possibility, so that we connect not only with today's applications, but also with the many that are yet to come.

Why ShoeStories chose Alumio

A summary of reasons and benefits

Rapid delivery of integrations and faster time to market.

Unique API-driven omnichannel experience for the bridal shoe market.

A foundational architecture with scalable infrastructure and software interchangeability.

Future-proof integration between the connected endpoints.