Belgian paint brand Peintagone wanted to reach consumers online without leaving its resellers behind. Working with Shopify partner dear digital, the team launched a colour-first Shopify storefront that guides consumers from choosing a colour to buying the right amount of paint, while Odoo stays at the centre of its operations.
With Shopify, Peintagone:
- Launched a new Shopify storefront, connected to Odoo, in approximately three months.
- Consolidated two Odoo databases into one Odoo 19 environment that feeds its Shopify store.
- Started selling directly through Shopify in France and opened its storefront to five markets: Belgium, France, Germany, Luxembourg, and the Netherlands.
The challenge: Bringing consumers online without leaving resellers behind
Peintagone is the new-generation paint brand of Établissements Guilmin, a Belgian paint manufacturer dating back to 1937. Created in 2015, Peintagone brings a modern approach to Belgian-made paint, colour, and customer experience. Today the wider business manufactures paint, develops its own brands, and produces private-label products for other companies.
Peintagone built its business mainly through a network of physical resellers. Its existing Odoo webshop helped those professional customers order products and gave the team a direct line to stock and operational data. But the webshop was never built to give consumers the visual, guided experience they need when choosing paint for their homes.
As online ordering grew more important, Peintagone needed a direct consumer channel that wouldn’t disrupt the resellers behind the brand. Its setup was also split across two Odoo databases, with a webshop designed for operational ordering rather than consumer discovery. The team wanted a richer storefront, without moving operations away from Odoo.
The solution: Shopify for customers, Odoo for operations
Peintagone chose Shopify to run the customer-facing experience and kept Odoo at the core of its operations. As part of the project, the team consolidated its two Odoo databases into one Odoo 19 environment, which now acts as the single source of truth for inventory, pricing, stock, and operational workflows. Inventory and pricing synchronise between the two systems, Shopify web orders trigger backend workflows in Odoo, and shipping and VAT checks run automatically.
Rather than coordinate a Shopify agency and a separate Odoo specialist, Peintagone worked with a single partner, dear digital, for the storefront, Odoo, and the processes connecting them.
“We chose dear digital because they work with both Shopify and Odoo. Without that, the project would have been more complex,” said Nicolas Piessevaux, Project Manager at Peintagone.
Launching on a short timeline
Peintagone started the project in January 2026, aiming to launch in early March. The core setup was largely ready in March, and the team used the remaining weeks to refine the experience before going live in early April.
The deadline was very, very short… I would say the project was smooth.
The Peintagone team was running other projects at the same time, so quick turnarounds mattered. When an issue or change came up, Peintagone and dear digital reviewed it together across design and development, and resolved it without waiting weeks for a response.
Turning paint discovery into a guided digital experience
Professional customers choose paint by coverage, drying time, product codes, and pricing structures. Consumers usually start somewhere else: a room, a colour, a feeling, or a question about how much paint they need.
Peintagone designed its new storefront around that consumer journey, with dear digital leading design and development. The experience starts with colour rather than technical specifications, and includes clear product cards, an extensive colour library, a paint calculator, product labels, and a sample-and-try flow. Together, these turn the storefront from a digital catalogue into a guided buying tool.
Peintagone also uses apps from the Shopify App Store to add the specialised functions that paint ecommerce needs, without rebuilding the platform.
Helping a small team work faster with Sidekick
Two people manage Peintagone’s Shopify admin today, with limited access for the accounting team to handle invoices. Both use Sidekick, Shopify’s AI assistant, to save time: one to find answers without searching through documentation, the other to locate settings and understand how to implement changes, including a specialised image gallery.
Peintagone’s team doesn’t need to know where every Shopify setting sits. Sidekick shortens the path from spotting a need to knowing how to act on it.
The result: A stronger consumer experience without operational duplication
Peintagone now has a customer-facing store built to guide consumers to the right paint, with Odoo still running operations behind it. Because the two systems stay in sync, the team no longer duplicates work across them, and several previously manual steps are now automated.
Shopify’s base structure is already good, and if you need more specific features, you can add them through apps. I would totally recommend it.
The launch also gave Peintagone direct Shopify sales in France, where it had previously sold online through third-party platforms. Belgium, France, and the Netherlands remain its focus markets, and its storefront also serves Germany and Luxembourg.
What’s next: Resellers, professional buyers, and new markets
Peintagone is now moving from implementation to optimisation. Its immediate priorities are better visibility and search ranking in newer markets, a refined customer journey, and a stronger connection between Shopify and Odoo.
The team is also developing a model that would make physical resellers visible through the online experience and let participating resellers fulfil selected online orders.
And the wider business is weighing an ecommerce experience for a second, professionally focused paint brand, with Shopify B2B as a possible route, built on the platform and integration model already in place.