Magento 1 to Magento 2 Migration


A head full of ideas, a sewing machine and a desire to create high quality backpacks shaped the beginnings of Osprey Europe. Founded in California, since 1974, they’ve maintained the same pioneering spirit, branching out into other forms of apparel.

Osprey made the decision to migrate to Magento 2 before Magento 1 reached its end-of-life. They wanted their new website to embody both their passion for the outdoors and innovative products. With many of Osprey’s sales currently made through stockists, they were keen to increase direct to consumer conversions on a global scale while improving their user experience from start to finish. A longstanding client of team Pinpoint’s, Osprey work with us on a retainer basis with our partnership continuing into Magento 2.

Making the move to Magento 2

Replatforming to Magento 2, we retained legacy customer and order information for Osprey across their entire product catalogue while improving site speed, efficiency, and security. Following our robust migration process, we catered for their hosting and data sources to ensure a seamless transition. Working alongside connected agency, WMG, we also ensured their website domain migration and SEO considerations were taken care of. With numerous legacy content pages built in WordPress, a content migration was also required. Powered by Magento 2, the new Osprey website is stable, secure and lead-generating.

Enhancing the user experience

In addition to migrating the website to M2, new features and functionalities were also implemented designed to enhance the user experience and drive direct sales. Allowing users to easily flow through the site, navigation improvements were made with better segmentation at product level. For intuitive search, Klevu was configured across all sites, allowing users to make search simple, no matter where they are in the world.

To improve Osprey’s new product pages, we integrated a Product Manager with each aspect of the product feature section corresponding to a specific image saved on the back end. Series descriptions also toggle within product landing pages, creating a streamlined UI journey for users searching for the right backpack.

The introduction of the “Join the adventure” feature pulls shoppable images from Instagram powered by Photoslurp, providing rich visual content for users. Magento 2 allows merchandisers to easily bring together new product lines and update existing content.

A smooth, one-step checkout reduces cart abandonment and lost sales, allowing users to make a purchase in just a matter of clicks. To encourage offline sales, the Magento powered store finder improves the management of Osprey’s stockist finder functionality for both customers and admin. Users now have a simple way to find their closest store by typing their postcode and selecting a distance radius to display relevant results.

Growing sales internationally

To reach a global audience, internationalisation was key. Initially focusing on the UK site, a further 32 geographies were then launched, including 18 fully transactional stores with native translation and currency.

Custom imports were implemented to support Osprey’s complex product set ups and translation across each country’s site. We also used Magento’s standard multi stock inventory solution to effectively cater for their stock management. A flexible and scalable solution, Magento 2 is equipped to support accelerated growth on a global scale.

  • Sue Ryder

  • Casio – Edifice