Picture from Dale of Norway's catalogue of knitted sweaters

Dale of Norway and WoolLand

Dale of Norway and WoolLand have got a solution with several online stores, in several markets, on the same technical platform. Using Proxima, they got started quickly. They got a stable, flexible solution with good performance. They could more quickly start experimenting and offer a better user experience for their customers.

Dale of Norway is behind Norway's largest textile production and has a history stretching back to 1879. They are already internationally recognized for their traditional knitwear in pure wool, and have together with WoolLand chosen a solution that provides opportunities to gather several online stores and several countries on the same technical platform.


After Dale of Norway acquired competitor and wool clothing manufacturer, WoolLand, work started on getting both companies on the same digital solution. A modern e-commerce solution, rigged for international investment. By building a multisite, they can benefit from being able to run joint operations, management and further development on the same platform.


In March 2021, we started the extensive work of building a new and robust online store together with Dale and WoolLand, where the stores would be united on a common technical platform. Already in September, Dale of Norway was live with their solution on the Norwegian market, after only 5 months. development work. Websites for Dale of Norway's markets in the US, Canada and global followed suit. In January 2022, WoolLand's Norwegian market was launched. 

- We know that user experience is a be or not be for an online store with our ambitions. This ensures us extremely good performance and gives us the security we need to reach out to our customers, says Anette Juel Knudtzon, general manager of Dale of Norway and WoolLand.


The solution created by Epinova was the first in the world to launch on on the Optimizely Commerce Cloud and version 5 of the Microsoft .NET framework. This ensures good performance and ensures that the technical platform has the best starting point for further growth and scalability.

"For Dale and WoolLand, it means they get a solution that can evolve and grow with them. For customers who visit the website, this means a better and faster user experience than what has been experienced before, says Kristian Borg, CTO at Epinova.

The solution uses Klarna as a checkout solution, together with the Klarna Shipping assistant. This makes the checkout experience and payment recognizable from other online stores, creating peace of mind for customers. In addition, Dale and Norway and Woolland chose to use Nshift for freight handling. This integration with Nshift means that instead of creating an integration with different freight providers, Dale of Norway and WoolLand themselves control what they want to offer their customers.

For product recommendations, the online stores use Optimizely's additional product, Product Recommendation. This engine makes the recommendations in the checkout and on the product page as precise as possible for the customer.

The project was carried out together with Optimizely Norway and our sister company in the NOVA family, Northern Beat.

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