Labellov is a luxury resale destination for authenticated designer handbags and accessories, founded in Antwerp, Belgium, in 2012. It closed 2025 at €10 million in revenue, holds more than 40,000 products with only one of each, runs three physical stores, and ships to around 150 countries. After 14 years on Magento, the business cut over to Shopify in April 2026 and relaunched its brand the same day.
Since moving to Shopify, Labellov has seen:
- Site visitors up 88% year on year
- Average order value up from €1,250 to €1,650
- More than 40,000 products and 30,000 customer records migrated, with the media library and existing URL structure intact
The challenge: 40,000 unique products, one rigid platform
Labellov is not a marketplace. The business takes physical possession of every item it sells, authenticates it, photographs it, writes the description, ships it, and pays the seller. Around 80% of stock arrives on consignment, so Labellov answers to two sets of customers at once: the people buying, and the people whose bags it is holding.
That produces an inventory unlike traditional retail. More than 40,000 products, and no two the same. Each one carries its own condition, history, photography, price, and payout date. Sell the same bag twice and there is nothing left to ship.
Labellov ran on Magento from launch and upgraded to Magento 2 in 2020, rebuilding its ERP on Microsoft Dynamics Business Central at the same time. The platform held up. Changing it did not come cheap, and every change needed someone else's hands.
"It was a rigid platform. Of course there were a lot of things that could be done, but we couldn't do it. We really had to employ a developer. It took a lot of time, it took a lot of money to make even the slightest changes," says Elien Migalski, who joined in 2014 and now serves as managing director.
Reporting was the harder problem. Online orders lived in Magento. Two of the three stores ran a point of sale attached to Business Central. Draft orders, which the team creates often, sat somewhere else again. Three sources, no single view of the business.
"We had a lot of information, and we couldn't really understand all the data that we had, because it wasn't clear, it wasn't clean," says Elien.
The solution: one platform for online, stores, and consignment
The review started after summer 2025 and ran close to a year. Stay on Magento, or move. Labellov wanted better performance, a real omnichannel setup, features the team could use without a developer, and a platform that would still fit the business in five years. For implementation, Labellov worked through Shopify's partner directory, spoke to three agencies, shortlisted two, and chose Radikal.
Nothing started from zero. More than 40,000 SKUs, over 30,000 clients, a large media library, and an established SEO structure whose URLs had to survive the move. The team rehearsed the whole migration on test sites before touching the live store, then cut over. The site was back online in about a day, and the new brand identity launched alongside it.
It wasn't a platform migration per se. We saw it as an opportunity to rethink our entire business flow, our customer and seller experience, to optimise everything, and to create a scalable foundation, because we are really looking for that future growth. We found the right partner in Shopify.
Business Central now connects to Shopify through a dedicated connector, so consignment flows, seller payouts, and return dates stay in step with the storefront. Store sales run through Shopify too. On the storefront, Labellov added an AI price estimate to its Sell your bag form, where sellers upload a photo, answer a few questions, and get a quote with options to sell. Anyone who offers an item gets an account automatically, and the team extended the standard customer account into a member portal where buyers see their orders and sellers track their sales in the same place.
"We want to turn sellers into buyers, creating a cycle where people sell, discover, and shop on Labellov. This is an important step in making that happen," says Elien.
The result: one system, cleaner data, faster team
Three order sources now report as one. Online sales, store sales, and the draft orders the team creates by hand all land in the same place, which ended the reconciliation problem that Magento and Business Central had created between them.
Bringing everything into one system has made us much more efficient. We can easily see how each store is performing, and, more importantly, we now have the data to understand what's working and make better decisions.
The physical work has not changed. The team still authenticates, measures, photographs, and describes every item by hand, even the Louis Vuitton Monogram Speedy 30 bag it has already sold 200 times. What changed is the system around that work. Listing is faster, and jobs that once needed a developer now take a sentence. Elien asked Shopify Sidekick for a €100 discount on orders above €2,500 and had it running in minutes, without opening a rule builder or waiting on a ticket.
Site visitors grew 88% year on year, from approximately 205,000 between May and July 2025 to 386,000 across the same months in 2026. Average order value rose from approximately €1,250 in 2025 to €1,650 since the migration. Conversion rate is the one figure Labellov can't compare, because it was never tracked reliably on Magento. Accurate tracking is one of the things the move fixed.
The support model changed as well. Labellov now works with a named Shopify contact, and when she went on parental leave a Dutch-speaking colleague picked up the account. "It truly feels like you're not in it alone, whereas with Magento it was figure it out," she says. "There's nobody to talk to, unless you had your development team, of course. But that always came with an invoice for the time."
Expansion comes next. Labellov is moving into the Netherlands, running pop-ups in Amsterdam, returning to the BRAFA art fair in Brussels, and shifting the assortment towards higher-end pieces. The team runs every event on Shopify POS, so pop-ups take far less work than they used to.
Now it feels like I have a bigger ecommerce team.