Tryzens, the global branded commerce agency, has partnered with JD Outdoors Group, part of the JD Sports Group, one of the world’s leading sports fashion and outdoor retail businesses.

As part of this collaboration, Tryzens has been supporting brands including GO Outdoors, Naylors, Tiso, Millets, and Blacks, as the group modernizes and scales its digital commerce ecosystem.

With a diverse portfolio and millions of customers engaging across channels, the next phase of growth demanded a platform strategy that is streamlined, resilient, and built for omnichannel at scale.

Unpacking complexity to drive transformation

Each brand brings its own architecture, operations, heritage, and customer expectations. They faced a complex legacy environment where changes took months to implement, slowing growth and limiting innovation.

Tryzens’ experience mapping complex enterprise requirements enabled a seamless transition for JD Outdoors’ brands onto the Shopify platform and its broader ecosystem. 

This delivered a solution that:

• Reduces time to market: what once took months to roll out now takes hours 

• Unlocks innovation: merchandizing teams gain control without IT intervention 

• Supports change management: from data migration to discoverability, we have been collaborating with JD Outdoors on every step 

• Integrated seamlessly: as an enterprise parter, our experience with integration layers, pricing nuancing, and third-party platforms ensured that a single partner could handle the end-to-end transformation 

Building a scalable foundation 

Our scope of work included the delivery of 5 Shopify stores for JD Outdoors and the implementation of OneStock across 4 JD Outdoors sites. 

We are also providing change management and training to embed long-term operational capability, ensuring teams can manage change confidently. 

Together, we’re helping JD Outdoors advance a broader digital and omnichannel strategy focused on core outcomes: 

• Modernizing customer experience by leveraging Shopify and its app ecosystem to enhance performance, UX, and conversion. 

• Creating a single view of inventory, consolidating stock and orders across physical stores, ecommerce, and future channels to improve utilization, reduce operational cost, and enhance service. 

• Enabling true omnichannel execution, unlocking capabilities such as click & collect, store fulfillment, and seamless customer journeys across brands and regions. 

 The result is a new foundation to support JD’s ambition for connected commerce across its growing brand portfolio. 

Multi-brand rollout at enterprise scale 

The transformation program is already underway. 

We have packaged Shopify into a recognizable enterprise framework, using modular blocks that can be reused across brands, which includes complex integrations that have been engineered for improved page speed. 

In October 2025, Naylors became the first brand live as part of the replatform program.  

The launch marked a major milestone, setting the foundation for a scalable, high-performance ecommerce model. Features such as live stock lookup and click & collect further strengthen the omnichannel experience.

Momentum continued into the new year when Tiso recently launched on Shopify, with orders flowing seamlessly and performance tracking strongly. 

The rollout accelerated mid-January with two further launches of heritage brands: Millets and Blacks. 

This was followed by the launch of GO Outdoors, the largest in JD Outdoors’ portfolio, and one of the country’s biggest outdoor retailers.

This was a large-scale project. Using our experience in mapping complex legacy systems to specific platforms, we built an enterprise architecture that is practical, scalable, and aligned with the high standards JD Outdoors is familiar with.