ObjectiveMost replatforming projects freeze the catalogue, lift it across as it stands, and promise to develop it later. Proteinbolaget ruled that out early. They saw the platform move as the opportunity to take the catalogue further: something deeper, with one consistent thread running through it, rather than a copy of the one they already had.
That ambition ran straight into a fixed go-live date. The new platform also required the product structure itself to be rebuilt rather than mapped across, which normally forces a choice between depth and deadline. Proteinbolaget needed a way to do both at once, and a sustainable way of working afterwards: product data in one place, with a clear structure, that could scale with the assortment.
SolutionEmfas served as the transitional PIM solution but is now the product operations layer. Product data was exported from the previous platform, enriched in Emfas and then landed in Shopify Plus, with the trickier pieces of any migration handled along the way: remapping a category tree that lived in a different format, and matching thousands of images to the right products automatically rather than by hand.
Emfas' onboarding team was involved early in setting up a close collaboration to ensure the tight project deadline could be reached. This helped Proteinbolaget resolve challenges in the moment rather than as a support errand.
“Sitting down and running the imports together made it much easier. If something didn't work, they were there at every step of the way. The alternative was being handed a manual, solving it ourselves, and maybe still not getting it right.”
Sanne Kristensen, Online Merchandiser, Proteinbolaget
On the enrichment side, Emfas took over the most time-consuming parts of the work. Short descriptions, product USPs and long-form copy are now generated from the same underlying product information, so all three are consistently set on every product. As the team saw how much Emfas could take on, they kept handing it more. The catalogue ended up richer than before, carrying meta fields that would not have been practical to maintain manually, including the attributes that make products filterable and comparable on site.
ResultsProteinbolaget successfully launched on Shopify Plus on schedule with their agency partner Panagora, the first Swedish Shopify Platinum agency. The go-live date never moved, and the catalogue was rebuilt and enriched inside that same timeline rather than parked for a later clean-up round. Building that depth by hand alongside a migration of this size would not have been realistic in the time available, and Emfas made it possible to do both at once.
The result is an improved and more consistent catalogue. The same thread runs through every product, and confidence in the output is high enough that the team now spot-checks and publishes rather than reviewing every text line by line. That trust came from getting the prompts right early and testing new generations on a handful of products before running them broadly.
The catalogue also became something the team can operate rather than maintain. Updating a field across every product used to be a task you set time aside for, and it is now quick enough that keeping data current is no longer a question of capacity. Day to day, the time needed to get a new product live has been significantly reduced, which matters in a category where supplier material often arrives close to deadline and being first to market is worth something.
Advice for brands facing a replatformingProteinbolaget's advice is to treat the platform move as the moment to develop product data further rather than postpone it, and to put a PIM in place before the migration rather than after. The import can always be done as it stands. What you get on the other side is the product catalogue in the shape you always wanted.
“We could have imported it exactly as it was, but then we would simply have brought across what we already had, rather than the step up we were aiming for. Emfas was effortless to work with: fast answers, a solution-oriented attitude, and real knowledge of their own product.”
Cassandra Bäckman, E-commerce Manager, Proteinbolaget
