EQPE isn’t just another outdoor brand. Born in Åre, Sweden, at the heart of the Scandinavian mountains, EQPE designs gear made for real conditions - and real people. Their approach is simple: make high-performance clothing that lasts, keep it accessible, and always respect the environment it’s made for.
EQPE is part of SkiStar, one of the leading operators in the Scandinavian outdoor and ski industry. As a brand, EQPE reflects their wider vision of enabling more people to enjoy an active, sustainable lifestyle year-round.
When EQPE decided to upgrade its digital commerce setup, it wasn’t just about technology. It was about building a platform that could match the brand’s values - practical, adaptable, and ready to grow. That’s where Brink Commerce came in.
When EQPE decided to upgrade its digital commerce, it wasn’t just about technology. It was about building a platform that could match the brand’s values — practical, adaptable, and ready to grow. That’s where Brink Commerce came in.
EQPEstore.com now runs on Brink Commerce, with a setup designed around flexibility and speed. The solution allows EQPE to scale its direct-to-consumer channels while staying aligned with their broader retail ecosystem.
“This setup allows us to deliver strong customer experiences without spending time on duplicated work behind the scenes. Instead, we can focus our time on actually developing the business, moving faster, and continuing to grow.” says Lina Widén Gatehag, E-commerce Manager at SkiStarshop.com and EQPEstore.com.
The close collaboration between Brink and EQPE began long before the first integration. Understanding the brand - its audience and its ambitions - helped shape a solution that works in the real world.
The new setup gives Lina and her team full control over the entire customer journey, from discovery to post-purchase.
Product discovery is powered by Voyado Elevate, enabling smarter merchandising and personalized search results. Storyblok supports campaign content and storytelling, allowing the team to tailor experiences around seasons, locations, or product drops - without developer bottlenecks.
Shoplab ensures product data is consistent, enriched, and ready to publish.
At the center of it all is Brink Commerce - powering the full order flow:
Brink also offers a robust Order Management System (OMS), giving the team control over fulfillment and outing.
With this setup, Lina’s team can:
The result is a setup that not only scales across brands, but also gives Lina’s team the tools to optimize every step of the experience — before, during, and after purchase.
“The work has gone incredibly smoothly thanks to the close collaboration with Brink, NoA Ignite and Shoplab,” Lina says.
“Despite a tight deadline, we managed to deliver on time – and now we’re looking forward to optimizing the platform even further, building on the solid foundation we’ve created together.”
For Brink Commerce, the collaboration with EQPE is a clear example of how composable thinking enables flexibility, speed, and operational clarity - especially for businesses managing multiple brands or sales channels.
“EQPE has its own identity and its own ambitions. But under the hood, it runs on the same infrastructure as SkiStarshop. That’s the power of this setup — brands can scale independently, without adding complexity,” says Kristian Tysander, CEO at Brink Commerce.
The project was implemented by NoA Ignite, with responsibility for design, technical architecture, and delivery.
