THÜROS Online Shop: B2B and B2C E-Commerce for a Premium Brand

A Shopware 6 migration for premium grills, with an international multistore, clear product search and AI-assisted spare parts recommendations.

E-Commerce

Shopware

B2B

B2C

Product configurator

Online shop

Premium brand

From manufacturer to online seller

Initial situation & goals

Since 1992, Thüros GmbH has been a leading German maker of premium stainless steel grills. Its products are built to last, and grill fans around the world use them.

The problem

Challenges

No real online presence

A modern online shop was needed to reach new markets.

High complexity

Product configuration and spare parts search were inefficient.

Growing demands

International expansion called for flexible, localized shops.

Goals

Approach

Market expansion

Reach new markets with a multistore setup.

Efficiency

Automated processes and fewer support requests.

Brand strength

An online presence that supports the premium positioning.

From Magento to Shopware in several phases

Approach

We built the online shop in several milestones to meet Thüros's requirements.

Project management

Iterative approach

Phase-based development with continuous improvements.

Long-standing partnership

Regular check-ins and close collaboration since 2010.

Technologies & tools

E-commerce

Shopware 6, PHP 8, MySQL, Redis cache.

Frontend

Vue.js, SCSS, Webpack and responsive design.

Infrastructure

Nginx, Docker, CI/CD and monitoring.

Team & roles

Development team

Backend, frontend and DevOps specialists.

UX designers

Designed an interface that is clear and easy to use.

Milestones

Implementation

2010
Launch on Magento
Built the first e-commerce platform with basic product management.
2015
International expansion
Multistore setup for Germany and Austria with localized content and prices.
2020
Migration to Shopware
A complete rebuild on a modern technology base with better performance.
2023
Ongoing improvement
More products and UX improvements.

Key features

Spare parts search

Filters by grill model to find spare parts quickly.

Multistore system

Localized shops for different markets.

Gift cards

Gift cards are generated and sent automatically.

Digital catalog

A product catalog with detailed information.

Results: expansion, efficiency and happy customers

Results

Market expansion

New markets reached through the multistore setup.
Localized content for international customers.

Efficiency

Fewer support requests thanks to the spare parts search.
Streamlined processes for gift cards and product management.

Brand strength

The online presence supports the premium positioning.
A shopping experience that keeps customers coming back.

Lessons learned: going digital as a manufacturer

Lessons learned

The Thüros online shop shows how a traditional manufacturer can make the move to selling online.

Built around the user

Clear navigation and good filters make customers happier.

Technical foundation

Shopware is a solid base for further growth.

Long-term tuning

Adapting to customer needs over time is essential.

Next steps

Expand into more international markets.
Improve the mobile experience.
Add new personalized marketing features.

Bottom line

The Thüros online shop brings a traditional manufacturer's premium products online, with a shop built around how grill owners actually search and buy.

Related services

Portals & Catalogs E-Commerce