Jägarliv needed a scalable e-commerce platform to support continued growth.

Jägarliv is based in the heart of Svenljunga and was born when a few hunters sat in a hunting lodge talking about the lack of a strong and accessible range for everyone passionate about hunting, outdoor life and everything that comes with nature. Since then, the company has grown from an idea among enthusiasts into a successful e-commerce group with turnover of around SEK 110 million in 2025. Today, the business sells hunting and outdoor clothing through its e-commerce stores and brands Jägarliv, Friluftsfabriken, North Edge and P4H. As part of a new growth initiative in 2021, Jägarliv realised that its existing e-commerce solution could no longer support the company’s growth. The open-source solution it was using required far too much manual work and took time and energy away from growing the business.

Here, Mattias Gunnarsson, Head of Marketing and E-commerce Specialist at Jägarliv, explains what the company’s e-commerce setup looked like before it started working with Viskan:

”WooCommerce and similar open-source solutions are simple at first, but once you want to develop or adapt anything further, things start to get complicated. It gets quite messy when you have lots of products and different sites, because the same information needs to be changed in many places to stay consistent everywhere. As we grew and needed to work with new currencies and languages, everything became more difficult. In the end, it no longer worked because we were spending far too much time on manual work. It also became difficult to troubleshoot and fix things that weren’t working. We had to use third-party consultants, which made it expensive and complicated. We needed a bigger system where everything is brought together and that didn’t involve manual work if we were going to grow” says Mattias.

A solution that supports expansion and development.

An effective way to manage multiple brands, languages and markets is to bring everything together in one shared e-commerce platform. In 2023, Jägarliv started working with Viskan as its e-commerce partner. The main reason for the partnership was that Viskan could offer a solution that made it easy to grow and develop.

"We chose Viskan because it makes it easy to internationalise e-commerce, add languages, duplicate sites and grow within the platform without having several different systems. Everything is brought together in one shared platform. We can work in one single place in Viskan PIM, where we can make updates that are reflected across all sites. Viskan also has a very strong campaign engine that makes it easier when we launch campaigns and offers.” says Mattias.

When it was time for migration and onboarding, the process started with the Friluftsfabriken brand to build a foundation and make sure everything worked properly before moving on to the other concepts. According to Mattias, every challenge during the migration process was easy to solve: ”You’re dealing with two systems, one you’re migrating from and another you’re migrating to, and they look different, plus we have quite a lot of products, but the transition went very smoothly. We got really strong service and project management during the start-up, which helped us a great deal. Viskan has very good contacts and we have direct and honest communication, while also having a close relationship where both sides are proactive” says Mattias.

Nearly doubled turnover and more efficient e-commerce processes

By bringing more functions together in one single system, companies can reduce manual work, streamline processes and free up time for growth. Jägarliv is one example of this and now works independently in the platform’s user-friendly CMS while also using the drop-shipping function. Working in a flexible and powerful e-commerce platform built for simple, smooth growth has enabled Jägarliv to change the way it works, reduce its dependence on external developers, simplify processes significantly and save time by removing manual tasks.

”The move to Viskan has above all freed up a huge amount of time. Previously, more than half of the work went into keeping the technology afloat. Now 100% of the focus is on the business – driving traffic, converting and presenting products in an appealing way. We still have responsibility, of course, but now we have someone supporting us in the day-to-day.” says Mattias.

Mattias says that the move to Viskan E-commerce Platform has freed up a great deal of time for him in his role as the person responsible for e-commerce: “I can oversee everything instead of doing it all myself. We can also work faster with campaigns because it’s much quicker with Viskan’s campaign function.”

According to Mattias, the platform’s ease of use has also contributed to the increased efficiency: ”What stands out most is how flexible and easy to use the system is. We’ve probably saved the equivalent of one full-time role thanks to all of this. Viskan has given us much better conditions to spend our time on the business instead of technical administration.” says Mattias.

Shorter lead times, higher efficiency, smoother ways of working and better opportunities to grow and launch new concepts have all contributed to Jägarliv being able to accelerate growth significantly.

”We’ve nearly doubled turnover since switching to Viskan. The platform’s efficiency and ability to support growth have been an important part of that development,” says Mattias.

How does an e-commerce platform enable expansion into multiple markets?

One of the biggest advantages of a scalable e-commerce platform is the ability to launch multiple concepts, languages and markets without increasing administrative complexity. So far, Jägarliv has launched six concepts on Viskan E-commerce Platform and is now live in Sweden, Germany and across the EU with sites in multiple languages. According to Mattias, working with Viskan has enabled a level of scaling and expansion that wasn’t possible before:

”Viskan has a very user-friendly e-commerce platform built for growth, and it makes expansion straightforward. The platform supports our expansion and makes it easy to translate languages and launch our concepts in new markets. Viskan has made everything easy to set up and has shared best practice with us, as well as pointing us towards strong third-party providers.” says Mattias.

He also stresses that the strong, close partnership has contributed to the results:

”They’re fantastic people and have short lead times if we need help with anything. They’re very proactive and come with tips and suggestions on how we can improve and change things, as well as improve our processes when it comes to third-party providers. Viskan is a very pleasant company to work with. They care about their customers, and if something isn’t working, they try to solve it in the best way possible, which they succeed in doing.” says Mattias at Jägarliv.

Jägarliv is now looking towards more markets and planning to scale up its offer. According to Mattias, getting concepts to work in new markets and paving the way for more concepts is an ongoing process. That becomes easier with Viskan’s new AI agent Mímis, which makes it possible to translate product texts and web pages into any language in under a minute.

”We’re looking forward to Viskan’s continued development of the AI feature Mímis. It’s much easier to get figures for reports compared with before. Instead of going into Google Analytics, you can get that data directly in Viskan E-commerce Platform, for example which product is our bestseller and how many orders we had last month. It’s a very strong feature that we look forward to continuing to help develop so that it becomes even faster to grow going forward.” says Mattias.

For e-commerce businesses managing multiple brands and looking to expand internationally without building separate technical solutions for each market, Jägarliv’s experience is clear: choosing the right platform determines how much time and energy can go into growth instead of technical administration.