Flowlife

The challenge was translating tactile luxury into pixels and code. In the real world, a brand speaks through materials, weight and craftsmanship. We wanted their interface to carry those same qualities digitally.

A headless Centra storefront

Flowlife sells in 30 countries and 10 languages from one codebase. Centra holds products, pricing, markets and checkout, Storyblok holds the content, and the storefront is built on Next.js with pages pre-rendered and served statically. Publishing in Storyblok clears the cache, so content goes live in seconds without a deploy. Country, language and currency are resolved at the edge from the visitor’s location, and search engines are served a stable default so routing never interferes with indexing. The build runs on the commerce core we have refined across twenty Centra storefronts.

One module, many modes

The navigation module is one component with one piece of state. Main navigation, search, the country selector, cart, filters, favorites, login, notify-me and request-a-quote are all modes of the same panel, animated between rather than stacked as separate overlays. The navigation itself is a multi-level drill-down managed in Storyblok, help center included, and a second row of links changes with the route: shop links on the start page, sibling pages inside a section, a search field on the search page.

Content attached to the catalog

Products and categories are synced from Centra into Storyblok as stories, so editors attach content and regional fields to the products and categories themselves rather than maintaining a parallel structure. Fields can vary per country, and notifications and campaign countdowns are resolved per country with a global fallback. The same content model carries the science, pain and athlete sections that sit alongside the products.

Discovery with Hello Retail

Product listings, filtering, search and recommendations are powered by Hello Retail, configured per language, with Centra remaining the source of truth for product data and prices. Hello Retail decides the order, Centra supplies the products, and if Hello Retail is unavailable the storefront falls back to Centra on its own. The filter interface is built in-house on top of Hello Retail’s facets, including price ranges and grouped hierarchies.

Checkout, delivery and returns

Checkout runs through Centra with Kustom, the checkout spun out of Klarna, in every market, and Ingrid presents the delivery options. Shipping addresses in Sweden and the US are validated with Google’s address service before the order is placed, with corrections suggested rather than applied silently. Order tracking and returns stay on the site through Ingrid’s tracking and returns portals instead of sending customers to a carrier page. Bundled products show what is included, with campaign pricing fetched per item since Centra does not apply it to bundle contents on its own.

Quotes, launches and the move

Products flagged for B2B swap the buy button for a request-a-quote form, and products marked coming soon take sign-ups instead, both feeding Klaviyo lists that alert the team and start the follow-up flows. The replatforming carried years of old addresses with it: market-prefixed product URLs from seven legacy markets, discontinued products, the old blog and close to a hundred country-aware short links are all resolved at the edge, so the old links still land somewhere useful.