Founded in 1968, Solberg Manufacturing has spent nearly six decades engineering filtration, separation, and silencing systems that protect industrial equipment — and the environment — across applications spanning vacuum pumps, compressors, turbomachinery, and power generation. With more than 20 facilities across Europe, Asia, Australia, and the Americas, the company serves customers in industries from lithium battery manufacturing to biogas, plastic extrusion to marine — supporting 3,600+ products across 11 languages.
But Solberg's digital infrastructure had begun to lag behind the precision and global reach of the business itself. A Kentico-to-Shopify Plus migration, led with partner Lazer, consolidated a global industrial catalog, unlocked B2B self-service for the first time, and delivered a perfect SEO score — resulting in measurable revenue growth within six months of launch.
- 15.2% revenue growth year-over-year
- 13.0% increase in online order volume year-over-year
- 6.9% increase in average order value post-launch
The challenge: A global brand on legacy tech
Solberg Manufacturing has spent decades building its position as a global leader in industrial filtration. As the company continued to grow, it became clear that its digital platform needed to reflect the same level of performance, reliability, and forward thinking that customers expected from its products.
Solberg began evaluating solutions that could deliver stronger analytics and clearer visibility into customer behavior, a more intuitive and efficient content management process, and seamless integration with modern information systems across the business. Just as important, the company aimed to elevate its ecommerce capabilities by creating a smoother, more responsive buying experience that aligned with how customers research, specify, and purchase in today's market.
The friction points were mounting on multiple fronts:
- SEO risk: A full platform migration put years of hard-earned organic search authority at risk, making it the most critical concern heading into the project.
- Fragmented data management: Over 8,700 assets across products, blogs, case studies, and pages were spread across multiple storage locations, complicating maintenance and negatively impacting site performance.
- Checkout experience: The online purchasing process was cumbersome, with a multi-step checkout that created friction and reduced efficiency for customers.
- Limited customization ability: Any change to the look, feel, or structure of the site required a developer — slowing down iteration and trapping marketing inside engineering cycles.
- Analytics gaps: Limited access to actionable performance data made it difficult to understand user behavior, measure effectiveness, and drive informed decisions.
The business needed a platform that could grow with them — one that unified their catalog, modernized their B2B operations, and protected the organic search equity they'd built over years.
The solution: Five workstreams, one platform
Working with Shopify Plus partner Lazer, Solberg's replatform broke down into five connected workstreams.
Large-scale data migration and content consolidation
Lazer exported, mapped, and migrated over 8,700 objects from Kentico — including 3,600+ products with full metadata, specifications, and taxonomy — into Shopify's unified admin. All product imagery hosted across Kentico and SharePoint was consolidated and migrated to the Shopify CDN, creating a single, managed source of truth for the first time in company history.
Custom catalog
Solberg's catalog requirements were too complex for off-the-shelf Shopify functionality. Lazer developed a custom catalog with a new hierarchical structure that enabled Solberg to manage complex part relationships while presenting detailed product attributes in both metric and imperial units across global markets. Enhanced filtering, regional logic, and specialized data columns allowed customers to easily sort, compare, and find the right products, significantly improving usability and overall experience.
Shopify B2B implementation
Lazer spearheaded the rollout of native Shopify B2B functionality, expanding Solberg's ability to support advanced B2B commerce workflows. For the first time, Solberg's B2B customers can place orders directly through a digital self-service portal, transitioning from a phone-and-email ordering model to a streamlined digital experience. Pilot testing with two customers launched in early 2026, with broader expansion underway.
SEO-first migration strategy
Protecting Solberg's organic search equity was the project's most critical constraint. Lazer implemented a rigorous redirect strategy mapping every legacy Kentico URL to its Shopify equivalent, optimized site architecture based on in-depth SEO analysis, and built custom product detail pages with technical specifications, 2D/3D renderings, and metric/imperial conversion tools. The result: an excellent 92/100 Lighthouse SEO score and a Core Web Vitals pass at launch.
Multi-language global commerce. The project implemented multi-language support in 11 languages, delivering a localized web experience for Solberg's global customer base — a foundational capability for their continued international growth.
The results: Measurable impact, fast
Six months post-launch, the results landed across three dimensions.
Web revenue and order growth
Solberg posted 15.2% revenue growth year-over-year (September 2025–February 2026 vs. the same period the prior year). Online order volume grew 13.0% year-over-year, reflecting stronger conversion and improved product discoverability via Shopify Search & Discovery. Average order value increased 6.9% post-launch, driven by improved product pages and better navigation.
SEO and site performance
A 92/100 Lighthouse SEO score at launch directly addressed Solberg's primary concern going into the project. Core Web Vitals passed across all metrics at launch, with strong GTmetrix and PageSpeed scores (Desktop 88+). Lighthouse Accessibility and Best Practices both scored 96/100, reflecting a site built to modern web standards.
B2B innovation
Solberg gained a new digital B2B commerce experience — giving customers the ability to place orders online and access their full web order history in one place. This new level of visibility and self-service has improved accuracy, reduced ordering friction, and driven repeat engagement by making it easier for customers to find and reorder the products they need. Customers can now create accounts for a personalized experience tailored to their buying profile, with streamlined access to relevant products, order history, and key information.