We developed a future-proof platform in Umbraco, extended with Umbraco Commerce as the e-commerce layer. On the front end, design and usability ensured a clear positioning. Based on personas and target audience insights, we translated the strengths of HPL into a clear user experience. On the back end, just as much was happening: integration with the internal order system Plexnet data flows directly into production a foundation for future integrations (such as accounting and marketing tools) The HPL.nl website is built in a modular way and connected to internal systems, ensuring the platform can be further developed flexibly now and in the future.

From assortment to specialist e-commerce platform

A scalable e-commerce platform with seamless system integrations

Strategy Online marketing Website Development Design

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HPL, a material with unique properties in terms of durability and strength, was for a long time part of the broader assortment of Plexiglas.nl. HPL deserved its own place in the market, with a clear positioning and a platform designed accordingly. This led to the need to separate HPL from the existing platform and develop it into an independent brand with a future-proof digital foundation.

Plexiglas.nl offers multiple material types within the same platform, including products such as Trespa alongside HPL. As a result, there is limited room to position a single material type in depth and provide sufficient content detail.

The challenge lay in separating HPL.nl from this broader structure. This also had an internal impact: systems, order flows, and communication had to be restructured. What seemed straightforward beforehand turned out to be more complex in practice, making flexibility and continuous alignment essential.

The objective was to establish HPL.nl as an independent and specialist brand, with a platform that is both user-friendly and scalable. The website needed not only to serve customers with relevant information and a clear offering, but also to seamlessly align with internal processes and be ready for future growth and expansion.

We developed a future-proof platform in Umbraco, extended with Umbraco Commerce as the e-commerce layer.

On the front end, design and usability ensured a clear positioning. Based on personas and target audience insights, we translated the strengths of HPL into a clear user experience.

On the back end, just as much was happening:

integration with the internal order system Plexnet
data flows directly into production
a foundation for future integrations (such as accounting and marketing tools)

The HPL.nl website is built in a modular way and connected to internal systems, ensuring the platform can be further developed flexibly now and in the future.

Focus through specialization

Within Plexiglas.nl, multiple material types are offered within a single platform. As a result, there is limited space to position and develop a single material type in depth.

With HPL.nl, a deliberate choice was made to create a specialized platform where all space is dedicated to bundling information, applications, and practical tips around HPL. This enables more targeted content development that aligns with how the material is used in practice.

At the same time, this choice allows Plexiglas.nl to further specialize in plexiglas and its related applications and processing techniques.

From concept to a working platform

We started by defining what HPL.nl is, who it is for, and how it should feel online. From there, we outlined the initial structure and design direction: no loose ideas, but a solid foundation to build on.

We then moved into sprint-based development. Step by step, without defining everything upfront. Soon, a working baseline was in place, allowing HPL to review and start populating the website immediately. This led to continuous improvements and, at times, larger adjustments.

Orange Juice is truly a sparring partner for us. Ideas were not simply executed, but discussed, refined, and sometimes even reworked. Short lines of communication, clear communication, and above all: a shared goal. This created calm and clarity, even at moments when things became complex.

André van Dijk Owner of HPL.nl

A webshop ready for the future

The end result is a webshop in which HPL as a material fully comes into its own. On the front end, it is clear and easy to navigate. You can quickly find what you are looking for and get enough guidance to make a decision, without it becoming complex.

On the back end, everything is focused on smart integration. Connections with internal systems ensure that orders flow through automatically and processes align seamlessly.

Start of a continued collaboration

The launch of HPL.nl is not an endpoint, but a starting signal.

There are still plenty of opportunities: from further process automation to expanding integrations with, for example, accounting software and payment methods. On the front end as well, there is still room for optimisation and conversion improvements.

The foundation is in place: a strong, scalable platform to build on. Not a quick fix, but a base on which HPL.nl can continue to grow in the years ahead.