Define and Rule is a new start-up pure-play online retail business, which will be selling health and fitness, body building and nutrition supplements via Define and Rule web-site and through third party marketplaces such as Amazon, EBay and  

“We are selecting a range of products from the world’s leading manufacturers and will be adopting a competitive pricing strategy, as well as focusing on incentivizing customer loyalty to the Define and Rule store”

says Paul Kraftman, CEO.


  • Merchant:  Define and Rule
  • Industry: Supplements retail
  • Base Engine: Imitate
  • Markets served:  United Kingdom
  • Project budget:  Undefined
  • Project plan:  8 weeks
  • Number of products:  approx. 200 

Paul Kraftman, Chief Executive Officer at Define and Rule:

“Sports nutrition is a growing market and is expected to see a 12% constant value compound annual growth rate, to reach £414 million at constant 2011 prices by 2016. (Source: Euromonitor June 2012), therefore providing Define and Rule a great sales opportunity.”

Why did you choose Vaimo?

“We chose Vaimo as the solution partner due to their relationship with Magento, the quality of their reference sites and the high calibre of the team who demonstrated a clear understanding of our requirements.”

Why did you choose Magento?

“We chose Magento as it is an open-source platform offering huge amount of development resources. Also the availability of third party add-ons was a big attraction to us as was the seamless integration with various marketplaces.”

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