A successful migration of Sweden’s most beloved outdoor retailer

Naturkompaniet is a leading player in the outdoor industry, offering high-quality products for outdoor life and nature experiences. They cater to customers who value sustainability, quality, and an active lifestyle outdoors—from everyday adventures to full-scale expeditions.

The objective of our work

When Naturkompaniet came to us, they were already halfway through their migration, with a fixed go-live date for the new website. Their in-house SEO consultant was on parental leave, so they needed support to complete the migration in the best possible way.

Hanna Clomén Törnqvist, Head of E-commerce at Naturkompaniet, summarizes their objective as follows:

We carried out a major system change, including replacing both CMS and PIM, and all URLs were changed. Since we already had a strong SEO position, we needed support to ensure the transition to go-live would be as seamless as possible, without losing traffic or visibility.

The short-term goal was therefore to protect their existing SEO strength and ensure that organic traffic and rankings remained stable. In the long term, the migration and CMS change are intended to create the foundation for continued sustainable organic growth.

How we ensured a successful migration together

As always, key elements of the collaboration were strong structure and communication. Since a migration is inherently time-sensitive, it also requires quick decision-making and responsiveness from everyone involved.

In a very pressured situation ahead of go-live, your support was invaluable. You focused on solutions, not obstacles—you helped us prioritize, adjusted existing tickets, and were available even outside working hours. That made all the difference in ensuring we reached the finish line safely.

– Hanna Clomén Törnqvist, Head of E-commerce

To streamline communication and reviews, Brath integrated into Naturkompaniet’s reporting system, allowing us to actively participate in all migration-related tickets. We also created our own tickets with recommendations where we identified SEO opportunities or discovered obstacles to future organic growth.

Two examples:

1. Cleaning up thin content and unnecessary URLs

The old site had around 8.5 million URLs, many of which were based on filters without parameters and were therefore fully indexable. Several of these suffered from thin content. With the new CMS and PIM, Naturkompaniet gained greater flexibility. We chose to parameterize the majority of filters and implemented redirects for those that had actually driven traffic in recent years.

2. Indexable parameters

However, we made some parameters indexable to capture traffic from niche search queries such as “product type + color.” Naturkompaniet continues to appear for filter combinations that drive clicks, while the rest were removed. This may lead to a short-term drop in visibility, but only for search terms that did not generate traffic or conversions.

In addition, much of the collaboration focused on future-proofing rather than short-term measurable results. The new system was also stress-tested for common SEO pitfalls, such as indexable internal links and improved structured data.

After launch and with a few months behind them, Hanna at Naturkompaniet notes:

“…we see no negative impact on traffic quality—rather, we have managed to maintain stable rankings with minimal loss after launch, which shows that the transition worked well.”

A rewarding project driven by a shared ambition

It has been an exciting collaboration for us at Brath. Naturkompaniet has strong expertise among its employees, and everyone understood the importance of solid SEO, says Caroline Danielsson, Head of SEO at Brath. This resulted in a smooth collaboration where everyone worked toward the same goal of achieving the best possible outcome.

And finally, the key closing question:

Would you recommend us to others?

Yes, we would be happy to recommend you. You are knowledgeable, easy to work with, and provided both structure and reassurance when we needed it the most.

– Hanna Clomén Törnqvist

Thank you for the collaboration and your trust!