Ur & Penn, established in 1943 in Sweden, is a leading retail chain for fashion conscious consumers in the low- and mid price segment and the largest watch chain in the Nordic market. Their diverse assortment of products include watches, fashion jewellery and accessories, including brands like Citizen, Casio, Hello Kitty, Festina and Q&Q. Ur & Penn has 96 stores in Sweden and 9 shops in Finland. Recently they launched their new online store on the Magento platform.



  • Merchant: Ur & Penn
  • Industry: Fashion
  • Vaimo Base Engine: Variate
  • Markets Served: Sweden
  • Websitehttp://uropenn.se/
  • Project Plan: 18 Weeks
  • Project Budget: 600 Hours
  • Number of Products: approximately 1000

Hanna Wa de Pohl, Website Manager at Ur & Penn

"Being the largest retailer for watches in Sweden, we needed a powerful and highly versatile eCommerce solution. Our new site has the flexibility we need in order to inspire and engage our audience while maintaining the brand recognition. The next step for Ur & Penn will be the integration between our website and offline stores in terms of order placement and shipping choices."

The Challenge

The main goal for this project was to deliver a beautifully designed and well working eCommerce site that is also flexible and robust enough to handle high order volumes of a popular accessories merchant. The site needed to be fully responsive to attract customers on hand-held devices and make the shopping experience pleasant for them. The main challenge was to create a design and feel that would inspire the customers and help them to find the products on the site easily.

The Solution

Vaimo delivered an online store that has a great look and feel to it. The site is using new Vaimo Menu module that allows to easily showcase images and linked widgets in the dropdown menu. Vaimo also implemented its new Vaimo Checkout module to make the shopping experience fast and easy. Magento was integrated with Ur & Penn’s ERP solution, Microsoft Dynamics NAV, to give Ur & Penn’s team the desired simple information flow from the online store to their ERP system.


  • Fully Responsive Website
  • Klarna Checkout
  • Drop-Down Menus With The Focus On Inspiration
  • Nosto Bestselling Bars
  • Instagram Feed On Start Page
  • Blog 
  • Store Locator


Click here to experience Ur & Penn´s new web site. If you want to know more about this project, don't hesitate to contact us.


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