Agile eCommerce Development 


Columbia Road opened our eyes to the real bottlenecks we have in our eCommerce operations. Now we have the ability to speed up the development and implement improved ways of working. Elina Björklund, CEO, Reima

Key objectives

Reima has defined online as their homebase in their strategy. Therefore, sales targets for their own digital channels are substantial. During the recent years Reima has made significant investments in developing digital customer experience and sales. This has meant investments also to processes and operating models to drive agility and responsiveness in operations. Now was the time to gear up, so the key question was, what kind of model would enable agility in eCommerce operations and thus enable faster growth for online sales in Reima online stores.

Our approach

We decided that first we would have to gain better understanding of the current state and underlying challenges and bottlenecks in eCommerce agility and responsiveness. To accomplish that we examined Reima’s current methods and ways-of-working in all the areas that related to eCommerce. Based on the results we created a proposal and a work plan on how to enhance agility in eCommerce operations and development.


As a result we created pragmatic recommendations on how to improve agility in Reima’s eCommerce Operations, including roles and responsibilities, development, operative model and performance management. According to our work plan, Reima decided to reorganize their digital sales functions and improve their current operating models.

About Reima

Reima is the market leader in kids clothing in Northern Europe. The company has for 70 years designed and produced functional children’s wear that enable children to be active and play in any weather.

Reima products are being sold in more than 30 countries and more than 80% of their sales comes from international markets.

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