About Lekia - where play meets Nordic retail

Lekia is one of the largest toy retail chains in the Nordics, with stores across Sweden and Norway and a strong position in both toys and baby products. With the promise that “everything starts with play”, Lekia has built its brand around inspiration, accessibility and carefully selected products for children and families.

The physical stores have always been central to the Lekia experience. But as customer expectations continued to move across channels, the digital experience needed to become a stronger part of the overall offer. Not as a separate sales channel, but as a connected extension of the stores.

The challenge: Replacing a business-critical platform without slowing down the business

Lekia's existing e-commerce setup had become out dated. The ambition was not simply to launch a new website, but to create a more stable, scalable and flexible foundation for the next phase of Lekia's digital commerce. The timeline was demanding. The new platform needed to be live before the most important sales period of the year, with Black Week and Christmas around the corner. At the same time, the solution had to support Lekia’s omnichannel model, connect to key business systems and make it easier for customers to move between online shopping and the store network. For Lekia, the project was also the first step in a larger transformation. The new platform needed to support today's B2C business, while creating room for future development. Including stronger loyalty experiences, smarter wishlists, local store pages, AI-driven product discovery and potential B2B flows.

Building for omnichannel from day one

A toy purchase is often more than a transaction. Customers want inspiration, guidance, availability and convenience, especially when shopping for birthdays, holidays or seasonal campaigns. That made omnichannel functionality a key part of the project. The new lekia.se was designed to support both online conversion and store-driven sales. Click & Collect, store availability and loyalty integration became central parts of the experience, helping customers find the right product, understand where it is available and choose the purchase journey that suits them best.

A modern commerce foundation on Litium Commerce Cloud

Together with Litium Commerce Cloud and Nexus by Commerce Mind, Rove implemented a platform architecture that could replace the old setup and give Lekia more control over its digital business. The new solution connects e-commerce, CMS, CRM, search and relevance, integrations and business-critical back-end systems into a more future-proof commerce ecosystem. This gives Lekia a stronger technical foundation, while making it easier to continue developing the customer experience over time.

The impact: A stronger digital channel ready for peak season

The new e-commerce platform launched according to plan, just before Black Week. The result was a modern, playful and conversion-focused customer experience that supports Lekia's position as a leading toy retailer in the Nordics.

The launch exceeded expectations, with strong e-commerce sales and a clear increase in Click & Collect orders to stores. More importantly, Lekia now has a platform that is ready to support continued growth, stronger omnichannel sales and future innovation across Sweden and Norway.

Faster path from idea to campaign

With a more modern commerce setup, Lekia can work more actively with campaigns, landing pages, product merchandising and seasonal sales. This is especially important in a category where demand is driven by holidays, launches, trends and gifting occasions.

A better bridge between online and stores

The new platform strengthens the relationship between e-commerce and the physical store network. Customers can shop online, check store availability and use Click & Collect, while the stores become a more integrated part of the digital customer journey.

A foundation for future innovation

The platform was built as a first step, not a final destination. With the new foundation in place, Lekia can continue developing innovative features and omnichannel experiences. More projects are around the corner!

Built for the biggest moments in retail

For Lekia, timing mattered. Launching a new e-commerce platform before Black Week meant the solution had to work when pressure was at its highest. By combining clear priorities, strong delivery focus and close collaboration between Lekia, Rove, Litium and Commerce Mind, the project moved from ambition to launch in a short and business-critical timeframe.

The result is more than a new website. It is a commerce platform built to support Lekia's next chapter — where digital sales, physical stores and customer inspiration work together.