We’re proud to showcase Black Crows running their moltin powered AngularJS storefront.

Black crows logo

“We would not have been able to achieve what we have without moltin.”

Chris Booth, Global Marketing Manager

Customer Profile

Black Crows is an independent free-ski brand from Chamonix, France that designs and markets ski equipment and apparel. Founded in 2006, the brand has a distinctly contemporary feel. They target those who seek a product with a difference, celebrating the pursuit of culture through exploration & discovery.

“Our mission with this project was to develop an eCommerce business by orienting our product to customers in a more enjoyable and informative way while bringing down the barriers to purchase by making the experience as frictionless as possible.”

Market: North America and Europe
Industry: Sports and Outdoors
Challenge: User experience and design, performance and scalability


A seamless checkout experience

Skiing down a mountain with Black Crows skis

Before adopting moltin, Black Crows used Shopatron, an off-the-shelf eCommerce platform, together with a Ruby on Rails frontend. The problem they faced was that the eCommerce experience was never integrated fully with their main site. The site’s design was inconsistent and disjointed resulting in a compromised user experience. Potential customers were forced to follow a rigid number of steps to purchase an item. These factors contributed to lower conversion rates as customers dropped off during the checkout process.

Why moltin?

The API-ification of everything

“We either go for an off the shelf option which would create a shopping experience similar to our competitors, or we pay significantly more for a custom CMS. moltin was a refreshing and light solution that allowed us to create a custom design that sits together with the eCommerce experience.

We also chose moltin because, frankly, this is the direction of the internet. API’s are breaking everything open in every corner, and it almost seemed bizarre that eCommerce was yet to feel the same game-changing set of benefits. We are proud to embrace this change.

We’re really excited by what we can do with moltin next. Our plan is to use moltin to elevate our eCommerce experience, so it feels as natural, frictionless and easy as possible. Using moltin we can adapt and change our design as we please because there are almost no design constraints.”


Flexible & agile

Working with rangle.io, an agile workshop based in Toronto who specialize in Angular development and eCommerce applications, Black Crows re-platformed in just 12 weeks (from start to finish) and is now running on a modern, lightweight and easy to manage, moltin powered, AngularJS storefront. Rangle built the entire site on top of moltin, effectively using it as both their eCommerce solution and CMS.

The products, categories, and regular pages make use of our EAV system “Flows”, enabling Black Crows to develop and store any number of additional customizable fields. The site also makes use of our multi-lingual functionality, providing product descriptions in English, French and German on the fly.

Whilst it’s still early days since the site re-launch, the conversion rates are already improving thanks to an informative user experience and streamlined checkout flow.