ToyChamp understood this for years. With dozens of physical stores across Belgium and the Netherlands, and two separate webshops running on a single backend, the digital complexity was significant.
When ToyChamp acquired Dreamland, that complexity increased. Two brands, two customer bases, one organisation. The digital transition from ToyChamp to Dreamland was not simply a name change: it was a complete repositioning that also had to work digitally.
What no longer worked
In 2018, the existing Magento platform was increasingly reaching its technical limits. Developing new functionality became more complex, integrations with internal systems required extensive custom work, and the flexibility to respond quickly to new commercial and operational needs was declining.
The decision was therefore made to move to Sylius, a modern and flexible e-commerce platform that better matched Dreamland’s ambitions.
That decision proved its value later on. When Dreamland and ToyChamp evolved further into a single organisation in 2025, the Sylius platform was able to support that growth without disruption. Its scalable architecture made it possible to integrate new systems, processes and sales channels without putting the continuity of the e-commerce environment at risk.
The platform grew with the organisation and provided a future-proof foundation for further digital development.
What Inventis built
A platform built around how Dreamland works
Together with Dreamland, we built a digital ecosystem in which the website, e-commerce environment and operational systems work closely together. This creates a single reliable source of information for both customers and employees.
An omnichannel webshop on Sylius
Inventis chose Sylius as the technical foundation: an open-source, headless e-commerce framework built for complex, custom implementations.
No compromise between functionality and flexibility, but a platform that can grow with the organisation.
Two countries, one backend
The Belgian and Dutch webshops are separate entities with their own content, pricing and inventory management, while running on one shared backend.
What can be shared behind the scenes, is shared. What needs to differ per market, does.
ERP integration
Inventory, product information, orders, promotions, gift cards and customer profiles are synchronised in real time between the webshop and Dreamland’s internal systems.
The 98 physical stores across Belgium and the Netherlands are not a separate channel. They are part of the same platform.
Customers can see stock availability per store, reserve products online and collect them wherever it suits them.
Icecat integration for product data at scale
Manually entering thousands of SKUs for a toy catalogue is not an option.
Through an integration with Icecat, a product information database containing more than 11 million products, product data is automatically enriched and kept up to date.
Management in their own hands
Dreamland’s marketing team works independently. Using a built-in page builder, they can create campaign pages, catalogues and product overviews without involving a developer.
That is not a nice-to-have. It is essential for moving quickly in a seasonal business.
Built for peak moments
Sinterklaas and Black Friday are not surprises. Together with hosting partner Level27, the server infrastructure was designed to keep the webshop fast and stable, even under peak loads.
Built for omnichannel retail
Online and offline are one connected experience. Customers expect the same information, availability and experience regardless of which channel they use.
The platform supports:
- Store-level inventory
- Online reservations and in-store collection
- Centralised product information
- Cross-channel campaigns
- Click & collect
- A consistent brand experience
Mobile-first
More and more visitors browse and buy on their smartphones. That is why the webshop was designed with a mobile-first approach, putting usability and performance at the centre on every device.
UX research with AGconsult
The user experience was developed in co-creation with UX agency AGconsult.
Through workshops with the Dreamland team, purchasing barriers were identified and addressed, from search experience to checkout.
The result
Today, Dreamland has an integrated e-commerce platform that supports sales, inventory management and operational processes. A platform where systems work seamlessly together, information is centrally available and different teams can work independently. Built around the reality of modern retail and ready to grow with the organisation.
Since 2018, Inventis has been the technical partner for Dreamland’s e-commerce environment. In 2025, we supported a major digital transformation in which ToyChamp was fully transitioned to Dreamland. The rebranding was carried out through a hard cutover, allowing the entire transition to happen in one controlled go-live.
At the same time, the underlying IT architecture was significantly renewed. The webshop was integrated with NetSuite as the new ERP system, enabling seamless synchronisation of product data, pricing, inventory and orders.
Inventis also implemented an integration with the Customer Data Platform (CDP) to create a centralised customer view, as well as a direct integration with Cow Hills’ Treazure PromoEngine for processing gift cards.
Our involvement continues today. New functionality, integrations, performance improvements and technical optimisations ensure that the platform keeps evolving and remains ready for Dreamland’s future ambitions.
Managing multiple channels or brands from one platform?
That takes more than a standard e-commerce solution. Tell us what you’re running into. We’d be happy to think it through with you from the very beginning.