The details make the case.
And the platform.

Fractal Design is a Swedish premium brand in PC hardware - cases, cooling and accessories loved by gamers and builders worldwide, and part of the publicly listed Fractal Gaming Group. A global brand with high demands on its digital presence: a consumer site and an investor relations site, both with the same care for detail as the products themselves.

Challenge

Fractal had outgrown its platform. The brand site and the investor relations site lived as separate applications with separate codebases, built on an ageing WordPress setup and hosted on local infrastructure. Every change had to be made in several places, releasing content took longer than it should, and a global audience was served from a single location.

The assignment: modernise and consolidate - from several applications to one shared code and component base, built to carry the brand for years.

One platform, two experiences

The new platform is one codebase that delivers two experiences: the global consumer site, and the corporate and investor relations site with live market data from MFN. Everything is built in Next.js and served globally distributed on Vercel - so a visitor in Tokyo gets the same fast experience as one in Gothenburg.

A custom PIM in Sanity

At the heart of the platform sits a custom-built PIM in Sanity, split into two workspaces: one for product data, one for web content. Products, variants, attributes and specifications live in one place and power everything - product pages, comparisons and future retailer material. Editors work with product data as structured information rather than page content, which means a product is entered once and used everywhere.

Twelve languages, powered by AI

The site launched in twelve languages - work that would traditionally take months of translation agency round-trips. With AI Assist built into Sanity, editors translate and adapt content directly in their workflow, with full control over the result. It saved an enormous amount of time, removed an entire category of suppliers from the process, and means new content can go global in hours instead of weeks.

The result

Six months after the start in late February, the new consumer site went live - with the corporate and investor relations site following days later. A markedly faster website, globally distributed instead of locally hosted, and one shared code and component base to maintain and develop instead of several. The platform is built to grow: the same product data that powers the site is ready to drive retailer material, campaigns and whatever comes next.