Noa Ignite home page

Outfit International

Outfit International

Two online flagship stores for one of the world’s leading makers of hunting apparel

  • Services

    • eCommerce
    • Development
    • UX/UI Design
  • Technologies

    • Next.js
    • Sanity
    • Centra
    • Occtoo
    • Inriver

We elevated the e-comm experience for Outfit’s two hunting brands, Härkila & Seeland. Each with a distinct and unique design, and each made for scalability and flexibility. And it all resulted in a 43% increase in revenue.

  • +43% E-comm revenue

  • +36% Number of orders

  • +7% Average basket size

  • -6,5% Returns

How can we design two distinct shops built on same platform?


Outfit International - Producing high quality hunting apparel since 1976 - wanted help to conceptualise, design and build two new e-comm experiences for their brands Härkila og Seeland. The solutions were to be built on the same platform, but each have a distinct design — supporting each brand, their products, technologies and customers.

Besides creating the best customer experience possible, the goal was to ensure a scalable and hyphenated technical architecture, which both optimised the internal workflow at Outfit International and ensured the needed flexibility.

A composable setup improving sales and workflows


With a strong focus on providing guidance, knowledge and brand desire through great product presentations, we set out to deliver an authentic experience for adventurous hunters everywhere. The platform was built on a flexible API-first and headless foundation to ensure both the best customer experience and a highly improved workflow for the teams working on the platforms.

The solution was two new e-comm flagship stores, each clearly showcasing the Härkila and Seeland brands — with their uniqueness and hunting focus. This, combined with an optimised user experience, quickly increased sales. Furthermore, a composable platform setup, which optimised the workflows at Outfit International significantly, delivered the needed flexibility when it comes to e.g. enriching products with the relevant information. All while minimising the time to market – ensuring everything is based on best practice processes and a best-of-breed solution.

The above numbers for Härkila after the first half year speak for themselves


The two e-commerce sites and their new technical architecture immediately showed amazing results — both when it comes to increasing sales and optimised internal workflows. Time to market has been significantly lowered by ensuring a flexible and user-friendly internal setup — easy for all staff to use and be onboarded to. The improvements have also had a positive impact on the purchasing experience.