MAGIC Bodyfashion, part of HVEG Group, recently moved its webshop to the Shopify platform. This marks an important step in strengthening the brand’s direct connection with consumers worldwide.
MAGIC Bodyfashion has been part of HVEG Group since 2023 and continues to operate as an independent business unit within the group. Founded in the Netherlands more than 30 years ago, the brand has built an international reputation for shapewear, lingerie, legwear, and body fashion solutions designed to help women feel confident and comfortable in what they wear. The brand is particularly known for its ‘solution wear’ concept — products designed to solve specific styling challenges, from smoothing silhouettes to providing discreet support under different types of garments.
A global brand within the HVEG portfolio
Over the years, the brand has expanded its presence significantly and today reaches customers in more than 100 countries through an extensive network of retail partners and online channels.
Within HVEG Group, MAGIC Bodyfashion complements a broader portfolio of fashion companies and brands focused on developing, sourcing, and delivering apparel and accessories for international retail partners. The brand contributes to HVEG Group’s continued focus on developing its branded activities alongside its private label business.
A stronger foundation for digital commerce
The webshop — available at https://www.magicbodyfashion.com — has been developed on Shopify, a global e-commerce platform known for its flexibility and scalability. The move to Shopify allows the team to manage and expand the webshop more efficiently, while creating more opportunities to engage with visitors and present the full MAGIC Bodyfashion collection in a clearer and more inspiring way. The platform also supports international storefronts, integrations with marketing and analytics tools, and faster development cycles for new features and campaigns. This gives the team greater flexibility to adapt the webshop over time and continuously improve the online experience for customers.
The platform also provides a stronger foundation for international e-commerce, enabling the brand to further develop its direct-to-consumer activities and respond more quickly to changing customer expectations in online retail. Alongside its global retail network, the webshop allows the brand to engage directly with consumers, gather insights into customer preferences, and present the full breadth of its collection in a single digital environment.
Strengthening digital marketing capabilities
As part of the digital upgrade, the team also implemented Klaviyo as its platform for email marketing. Klaviyo enables more advanced automation and personalised communication, helping the brand deliver targeted updates, product launches, and promotions to customers around the world.
These digital tools make it easier for the team to connect with customers, respond to evolving online shopping behaviour, and continue developing the brand’s direct-to-consumer presence.
Building the next phase of digital growth
The transition to Shopify represents an important milestone in the ongoing digital development of MAGIC Bodyfashion. By investing in modern e-commerce infrastructure and stronger customer engagement tools, the brand is well positioned to further expand its online presence in the years ahead.
For further information, please contact Lydia de Fluiter, Executive Assistant at HVEG Group, at [email protected]
