Saphore Equipments.
EXPERTISES.
Magento, Hyvä
SECTOR.
Agricultural industry
the client
Founded in 1925, Saphore Equipments is today one of the leading players in the agricultural, industrial, and road tire market. The company operates around two core activities: Original Equipment and Resale.
The Original Equipment service is aimed at manufacturers of agricultural and industrial machinery and trailers, as well as manufacturers of caravans and road trailers.
The Resale service specializes in selling all types and brands of tires to specialist dealer networks.
Saphore Equipments offers a complete range of tires and complete wheels: agricultural, industrial, road, construction, truck, passenger car, quad, scooter, forestry, turf… in all sizes, tailored to the needs of every user. Its large storage capacity enables it to respond quickly to customer demands.
With 100 years of experience, the team has the know-how and expertise to source, store, and distribute the products best suited to their clients’ activities, worldwide.
Business needs
When we started work on the project at the beginning of 2025, Saphore Equipments’ website had been left behind due to a lack of time and in-house expertise. The group wanted to bounce back, breathe new life into its online presence, and reconnect with its clients through a high-quality, high-performance tool.
On our side, we identified several critical technical issues:
- Security and maintainability concerns, since the Magento version in use was 7 years out of date, rendering the system obsolete,
- A lack of guidance and absence of long-term solutions from the previous agency,
- Malfunctions in automated tasks,
- Overall slowness, with the homepage taking nearly 13 seconds to load.
In light of this, Saphore decided to take the opportunity to carry out a visual redesign based on the Hyvä theme, meeting universal standards in terms of performance, design, and security. This redesign also provides the opportunity to develop and integrate new features tailored to the needs of Saphore’s customers and staff.
plan d’action
When we started working with the Saphore Equipments team, their requests were clear:
First, they wanted to work with a team trained in the challenges and complexity of their sector and business.
Next, this new platform had to meet the expectations of its clients: resellers, tire dealer networks, and independents. The priority was placed on the ease of searching for tire sizes and complete wheels. The objective was to provide an intuitive and easy-to-use B2B e-commerce platform.
Of course, all initiatives implemented within the framework of this project had to increase the volume of orders and, consequently, the company’s revenue.
On our side, there was no question of rushing headlong into this new project. As usual, the first step was to resolve all urgent fixes necessary to stabilize and secure the site. And this time, the technical load was such that we chose to start from scratch. Rather than migrating the old Magento and rebuilding on an unstable base, we decided to create something new, clean, and above all robust. This was the first mission entrusted to the Firecorns team in charge of the project.
Following this first step, we began implementing our action plan in collaboration with Saphore’s teams, focusing exclusively on functional aspects, outside of the front-end. This process was structured into several agile sprints.
Design / Redesign Phase
Following these workshops, we launched the third phase of the project: building Saphore Equipments’ new website.
For the front-end, we once again relied on the performance of the Hyvä theme. Its combined use with Magento allowed us to optimize performance and Core Web Vitals like never before. In addition, we integrated Mollie as the payment solution, following its recent partnership with Hyvä. This enables Saphore’s B2B clients to benefit from various secure payment methods and a simple integration with Magento.
As part of this project, we carried out targeted UI/UX work, with detailed mockups of the main pages such as the Homepage, PLP, and PDP.
The objective was to :
- Modernize the interface
- Simplify navigation to make the user journey smoother
- Improve tire search, a central element of the B2B purchasing journey
At the same time, a graphic and chromatic redesign was carried out, particularly around the shades of blue. We adjusted them to reinforce the brand image of expertise and professionalism, while injecting a new visual dynamic into the site. This work was not only about aesthetics: it also addressed accessibility challenges, as the former primary shade did not fully comply with WCAG contrast standards, making reading difficult for some users.
The new site combines simplicity and dynamism, highlighting flagship products and the company’s founding values: a family-owned business, proud of its know-how and the quality of its customer support.
Beyond the graphic redesign, significant work was done on the user experience to improve journeys and streamline navigation. The homepage was redesigned to immediately direct users to product ranges or tire searches. The idea was to provide a smoother, more efficient experience, meeting clients’ expectations with:
- more intuitive search fields
- a clearer information hierarchy
- product highlights designed to make access to desired items easier
Thanks to this combined work on UI/UX mockups, graphic redesign, and journey optimization, Saphore Equipments’ new site delivers a modern, high-performing experience aligned with the expectations of its professional clients.
During the redesign of Saphore’s e-commerce site, one of our main priorities was to ensure a seamless integration of the new Magento site with the group’s existing ERP, Sage X3. This integration was intended to meet the request of Saphore’s teams to increase order volume. To achieve this, it was essential for product data to be shared smoothly and accurately between the two systems, with no risk of errors or duplicates.
This final phase lasted three months, and we delivered the completed project on May 21, 2025.
Next steps of the project
Since our intervention, the results obtained fully confirm the relevance of our approach. Let’s remember: the main objective of the Saphore Equipments teams was to improve customer satisfaction in the use of their platform. And it’s mission accomplished: the site has truly been given a new life and now offers a more intuitive, more accurate, and faster experience. Thanks to this transformation, the group has seen an expansion of its user base: clients who previously did not use the tool have now adopted it and use it regularly.
Beyond the improvement in user experience, the business results are also particularly encouraging. Since the launch of the new platform at the end of May, Saphore has recorded a +30% increase in online revenue compared to 2024.
This rise in order volume naturally paves the way for further optimizations. For example, one of the planned evolutions would be to integrate an advanced order monitoring system, including billing and delivery tracking—similar to the features found on the most efficient B2C websites. A promising development that may well come to life in the coming months…
a Word from the Managing Director.
What struck us from the very beginning was the professionalism of ATI4 Group. Their team was attentive and particularly responsive to our needs. It was a very thorough job that perfectly met our expectations—something rare enough in our industry to be emphasized.
Transparency was complete throughout the entire project. From the start, we knew all the development stages. There were no surprises, neither in terms of timelines nor budget. Each modification was systematically tested before validation, and we benefited from very precise follow-up of tickets based on our requests.
Thanks to the synergy between our internal teams and the ATI4 team, we not only succeeded in a complex migration to Magento 2 and Hyvä, but also initiated a true digital renewal. The Saphore site is now faster, far more modern, and our clients who did not use the tool before are now using it today.
And beyond this successful redesign, we already have several prospects for future developments in this great collaboration. Many thanks to all the teams for their attentiveness and expertise throughout the project.
Dominique Roques, Managing Director at Saphore Equipments.
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