The Future of Ecommerce: Lessons from Mammut and X-BIONIC on Building Digital Flagship Stores That Stand Out

Unlocking the Power of Digital Flagship Stores

At K5 in Europe, Front Row and Build in Amsterdam took the stage to redefine what it means to create a true digital flagship store. The masterclass blended brand storytelling, emotional resonance, and scalable technology to build online experiences that feel as premium and distinctive as the world’s most iconic physical flagships.

Why Digital Flagships Matter Now

Most brands start their digital journey by asking technical questions: “Should we be on Shopify?” “Should we go headless?” But as Michael, CTO of Build in Amsterdam, explained, the real question is strategic: “What kind of experience does your brand deserve?” A digital flagship store is the one space where your brand can express itself fully, without the constraints of third-party platforms, templates, or algorithms. It’s where storytelling, immersion, and commerce converge.

From Strategy to Code And Beyond

Drawing on award-winning work for global brands, the session explored how to design digital flagships that are both emotionally captivating and technically future-proof. Michael was joined by Martine, CMO of performance sportswear brand X-Bionic, who shared firsthand how a flagship experience can elevate brand perception and drive long-term growth. Together, they showed why building for what’s next, not just what’s now, is critical in a fast-changing e-commerce landscape.

Get the Full Masterclass

If you missed the live session, you can still access the full deck and on-demand recording. Dive deeper into the strategies, real-world examples, and behind-the-scenes insights that can help your brand stand out in a crowded market, and start building the flagship your products deserve.

Fill out the form below to access the masterclass and full deck.