Serving Up a Winning Shopify Experience

Shopify Plus Case Study: STIGA​

STIGA’s Website Takes “Brand of Champions” D2C​

STIGA, a world leader in the sport of table tennis for over 75 years, engaged CQL to create a modern, robust shopping experience to replace their previous website and launch into the direct-to-consumer (D2C) market. The new website,, was the 9th Escalade Sports’ brand to launch on the Shopify Plus eCommerce platform in under 12 months.

The new STIGA site needed to present a compelling online shopping experience that appealed to a variety of personas, from serious professional players to the casual family players. The creative design capitalized on the superiority of the STIGA brand and enabled the brand to merchandise their unique specialty product lines. In addition to enabling easy search & navigation and providing robust payment options & checkout features, STIGA’s new website allowed the brand to highlight unique partnerships and their status as the supplier to elite players around the world.

With high-quality rebranded content and best-in-class speed and performance, reaffirmed the brand as the best choice in table tennis products. The success of the new STIGA website allowed the “brand of Champions” to regain its lost market share from Amazon, build a new D2C loyal customer base, offer new and innovative products, share content such as table tennis rules, and promote their SPIN partnership. With a brand refresh and a new website, STIGA cranked up the competition and solidifies their #1 ranking as the world’s favorite table tennis brand.

STIGA site images

Scoring Big with Shopify Plus

STIGA is owned and managed by Escalade Sports. The CQL and Escalade teams architected a repeatable model on Shopify Plus that supports an entire portfolio of Escalade Sports equipment brands. Escalade’s strategy to replatform on Shopify Plus was a crucial step to transition from a CTO mindset to a growth-focused CMO approach. CQL provided a new digital identity, mobile-first redesign, and website launches for 11 brands, including STIGA.

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