Painting The Past is a Belgium-based premium paint brand on a mission to help people reconnect objects with memories, sentiment, and stories through colour. Known for their eco-conscious, richly pigmented wood paints, the brand sits at the intersection of sustainability, craftsmanship, and creativity. As the business continued to scale across Europe and expand into new markets, they needed an e-commerce platform that could support international growth, B2B complexity, and a new product launch, without losing the emotional depth that defines the brand.
The brief was twofold. First, migrate Painting The Past from a legacy e-commerce platform to Shopify Plus, delivering a more elevated, flexible, and scalable customer experience. Second, support the launch of their new One For Wood range through consultancy-led branding; spanning identity, packaging, and e-commerce strategy. Alongside this, the platform needed to support international expansion, multi-language and multi-market storefronts, and a fully-fledged B2B e-commerce experience with complex pricing and ERP integrations.
This was not a straightforward migration. Painting The Past required the transfer of historic orders, customer data, and B2B catalogues from a legacy system, while simultaneously setting up Shopify Plus expansion stores across multiple markets (NL, BE, DE, UK) and languages. On top of that, B2B customers needed account-specific pricing, gross pricing logic for internal finance teams, ERP connectivity, and a seamless wholesale ordering experience — all without disrupting existing customers or ongoing sales.
We migrated Painting The Past to Shopify Plus, creating a future-proof e-commerce foundation designed for international scale and operational complexity. Shopify Plus expansion stores enabled market-specific storefronts for the UK and Germany, with full language and content localisation to ensure each market felt native — not translated.
For B2B, we implemented the SparkLayer app to power wholesale e-commerce. This allowed Painting The Past to offer customer-specific pricing, gated product catalogues, and streamlined bulk ordering, while maintaining a unified DTC and B2B ecosystem. We worked closely with internal teams to integrate ERP and financial systems, delivering a bespoke gross pricing strategy that aligned with internal accounting requirements and simplified reporting across markets.
Alongside the platform build, we led brand discovery and conceptual identity work to support the launch of the One For Wood range. This included defining the visual language, packaging direction, and how the new range would live online. We also introduced a sample-purchasing e-commerce strategy, enabling customers and trade partners to confidently trial products before committing — supporting both conversion and brand trust.
The migration was delivered without interruption to customers or operations. Average Order Value increased by 6%, with a 4.2% conversion rate post-launch. Painting The Past successfully enabled B2B e-commerce through SparkLayer, expanded into the UK and German markets, and launched the One For Wood range with a clear, confident brand identity, all on a scalable Shopify Plus foundation built for long-term growth.
