Magento Instance


The background, Challenges & Pain Points:

Minskat is a Copenhagen born, Australian designed luxury fashion brand which offers high end designer handbags to a global consumer base. Founded by two sisters Sarah Morley and Ida Thillerup in 2008, Minskat is also the official leather goods partner for the iconic Sydney Opera House. Before coming to Fedobe, Minskat used to sell via few distributed online channels, with yearly two collections to offer its consumers. Designs were difficult to move to production and if produced, had to queued up as online listing was slow. Fedobe was introduced to help convert Minskat to an aggressive a direct-to-consumer brand.

  • Slow production cycles
  • Distributed online channels with no content control
  • Higher operational cost in listing stock on all sales channels
  • Less visible brand identity
  • Almost no Inventory visibility
  • Sluggish and old technology stack

How Fedobe Helped?

1. Magento for Omnichannel

It all started with rebranding the customer experience of the luxury brand’s website, to have a high end design, unified across all platforms/devices. The online catalog was synced to all social platforms and real time pricing and stock availability was visible for customers to take decision faster from Facebook & Instagram. The rise of fashion influencers in Instagram & facebook gave Minskat agolden opportunity to leverage the social trend in attracting new customers.


2. Automation

Order Fullfilment Automation: Marketplaces and their respective warehouses/fulfillment centers were connected to Magento for automatic order fulfillment. Online order fulfillment was fully 100% automated without any human intervention, which involved marketplaces like TheIconic, Fairfax, HTF, TheStore.

Product Listing & Stock Automation: As all online platforms were connected, and product listing was automated, stock in hold could be cleared. Sales multiplied and new designs were introduced as well production expanded to meet demand.


Results? Faster Go to Market, Streamlined & Controlled Operations, Production Cycle came down to 3 months from 6 months, with in a year.

3. Global Expansion with Fedobe:

The Marketplace/B2B <-> Magento <-> Warehouse selling structure worked well for Australia and New Zealand market. This success encouraged Minskat to enter new geographies like China and SouthEast Asia.


Results? 110% Increased Revenue in one year!


Fedobe & Minskat Joint Achievements

  • Production Cycles expand to four from two annually
  • Stock movement from factory to online – 3x faster
  • Marketplace listing expanded from two to eight globally
  • 24 hours shipping SLAs were met
  • Operations cost reduced by 60%

“ Fedobe’s expertise in luxury fashion eCommerce has helped us expand our brand globally, out of Europe. They are a creative and dynamic team who understands our brand positioning and business goals correctly. ”

Sarah Morley
CEO, Minskat Copenhagen