STORCH replaced its legacy commerce stack with a high-performance Adobe Commerce platform—built for scale, speed, and B2B complexity.

The Challenge

Modernize a legacy Magento 1 platform while handling complex pricing, 120K SKUs, and 8K+ customers—without downtime.

The Solution

From Legacy to Lean: Commerce Reengineered for B2B

Comwrap Reply designed and implemented a modern, enterprise-grade commerce solution using Adobe Commerce, tailored to STORCH’s unique B2B needs. The platform was built from the ground up to handle a complex product catalog of over 120,000 SKUs and 8,000+ product attributes, while enabling real-time personalized pricing based on data from Microsoft Dynamics NAV. Each customer now receives dynamically calculated pricing, volume discounts, and payment conditions reflective of their specific contract terms—all surfaced live during the shopping journey.

We designed the storefront to reflect how professionals in the construction and finishing sectors actually purchase: with fast reordering, configurable shopping lists, personalized catalogs, and delivery scheduling to construction sites, warehouses, or multiple addresses in one checkout flow. Users can manage bulk orders across multiple locations with full control over timing and logistics, streamlining operations for both the customer and STORCH’s supply chain.

The ERP integration ensures real-time synchronization of pricing, inventory, customer-specific terms, and order history. This allows the frontend to remain lightweight and performant, while the business logic is managed in the backend systems. As part of the migration, we created a full data-mapping and transformation layer to preserve product relationships, customer accounts, order history, and SEO performance. We also embedded role-based access for B2B customers—allowing procurement teams, site managers, and finance departments to collaborate seamlessly within a single account.

Most critically, the entire cutover from Magento 1 to Adobe Commerce was executed with zero downtime, preserving availability, order continuity, and business operations throughout the transition. The platform now provides the foundation for future expansion, allowing STORCH to scale rapidly across new markets, languages, and customer segments without heavy development effort.

How we did it

We rebuilt STORCH’s commerce architecture on Adobe Commerce, enabling scalable product data management for 120K+ SKUs with rich attribute mapping. Dynamic pricing logic was implemented through deep integration with Microsoft Dynamics NAV, ensuring customers always see their real-time pricing—including discounts, customer tiers, and volume-based offers.

We designed the storefront to accommodate complex user permissions, repeat ordering, and quote workflows. Logistics logic supports split deliveries, multi-location handling, and construction site coordination. The migration was carefully orchestrated to ensure 24/7 availability—even during switchover—preserving SEO, customer history, and ongoing transactions.

About the Client

The Storch-Ciret Group is european market leader in the production and distribution of painting tools. STORCH was founded in 1896 as a "painting school for decorative wall design" in Elberfeld. In 1910, the STORCH trademark was registered and the company began producing the first stencils for decorative painting under the name Storchwerke. Today they operate a total of 28 sales, administration and production companies in Europe and China. The group is active in 95 countries worldwide.