More than a team sports store

In a crowded sportswear industry where big brands often favor elite teams, Aretyn has carved out a smarter niche. As a premium sportswear brand, Aretyn launched with a focus on soccer clubs across the U.S., offering not just high-quality sportswear attire, but a full-service experience including the ability for clubs to fundraise.

Aretyn’s vision is less about selling gear and more about providing a total solution for its clubs—from design to production, distribution, and customer service—all under one roof. Each club receives a customized online store, tailored uniform packages, and an experience designed specifically for the needs of each community soccer team.

Aretyn co-founders Johan Mauritzson and Lukas Ostermann's belief that personalized services aren't just for the pros is paying off. Their niche solution to provide professional-level athletic sportswear is growing exponentially, serving athletes across the United States.

In the broader sportswear industry, major brands like Adidas and Puma have long prioritized large, professional clubs, leaving community teams with few personalized options and limited support. Aretyn saw the gap and moved in with intent. From day one, personalization and customer service have been the core differentiators: premium quality products and a full-service solution explicitly made to enhance today’s sportswear industry. Every sportswear set is made from scratch, ensuring no two teams look the same.

What began as a behind-the-scenes service model has now evolved into a visible, values-driven brand. Clubs aren’t just customers—they're brand partners, proud to wear the Aretyn name on their apparel and equipment. This shift from provider to presence reflects not just where Aretyn is today, but where the sportswear brand is headed.

Aretyn began its digital journey on Wix, a platform that quickly revealed its limitations. With a 100-page cap per domain, scaling to support over 350 clubs was an unsustainable ceiling, making it feel like launching a moon mission to spin up new stores.

Besides the lack of flexibility, which made launching new stores cumbersome, critical backend functionality for club directors—like order tracking, customer data visibility, and jersey number assignment—was simply not available.

As Aretyn continued to grow, so did the expectations from its club partners. Club directors wanted clear insight into order activity and integrated fundraising tools alongside the ability to offer sportswear with a unique premium feel and look to their members. It became clear that to deliver on the promise of premium, scalable, and unique designs, Aretyn needed a digital solution built specifically for its evolving model. The tech would have to catch up.

When it became clear that its current platform couldn’t support the level of scale and customization Aretyn required, the owners began a thorough search for a new digital partner that could transform their online business. Aretyn reviewed ten different agencies, each with varying levels of technical ability and vision.

But beyond technical qualifications, Aretyn was looking for something more—developers who not only understood the platform, but also understood them. As Craft CMS developers, Foster Commerce quickly stood out.

From the first meeting, it was clear that there was a cultural alignment between the two companies. They shared a commitment to quality and a deep understanding of the soccer landscape. As President and Founder, Johan Mauritzon put it, “Our collaboration felt less like outsourcing and more like building something together.” Strategic input, creative problem-solving, and a willingness to think like a partner, not just a vendor, made Foster Commerce the clear choice.

Aretyn collaborates with club directors to define and develop sportswear designs using a unique design customization process. Clubs complete a detailed design brief outlining preferences for color, typography, sportswear fabric, graphics, and sportswear logos.

From there, the Aretyn design team develops an exclusive concept tailored to each club’s identity—no recycled templates or off-the-shelf designs. Through collaborative revisions, every club receives a truly customized look, whether it’s a complete sportswear set, standout sportswear shirts, or future-ready player-level personalization.

Where Aretyn was getting stuck while on their old platform was the next step: creating a store to support a club’s sales and fundraising efforts.

At the heart of the solution Foster Commerce developed for Aretyn is a custom-built platform that strikes a balance between creativity and control. Foster Commerce designed and delivered a fully scalable ecommerce app that has given Aretyn the ability to easily and quickly spin up new club shops.

Based on loose mockups and a handful of inspirational sites from Aretyn, Foster Commerce translated their vision into an interface with speed and precision. The result was a thoughtfully designed and developed online sportswear marketplace with straightforward navigation, clean merchandising, and built-in flexibility to grow with the brand.

Today, once a club’s design phase is complete, Aretyn can quickly launch a new store specific to that club, with its uniquely designed jerseys and sportswear sets ready to go. With their newfound technical capabilities, Aretyn has been able to sign on new clubs with ease, exponentially increasing the scale at which they can operate.

The online store also includes automated upsell features, helping clubs discover additional sportswear equipment or accessories during checkout, which has increased Aretyn’s average order value.

In addition to the new multi-store capabilities, Foster Commerce engineers developed a robust backend that allows club directors to view order histories, manage players’ team assignments, and track fundraising metrics in real-time. This transparency and fully integrated system, built for modern club management, creates accountability and empowers clubs to operate more efficiently.

Since launching the new platform, Aretyn has seen clear and measurable gains across both revenue and operations. With visual merchandising and smart product suggestions integrated into the checkout experience, clubs are seeing a 30% higher average spend per user—driven not by pressure, but by relevance. Recommended items, such as matching sportswear equipment or add-on sportswear shirts, help team members discover what they need.

On the operational side, the improvements have been just as impactful.

Today, Aretyn has a portal that enables club directors to easily onboard their teams, which has attracted new clubs and expanded the kinds of contracts Aretyn has been able to sign.

Club directors now have complete visibility into order activity, player assignments, and fundraising performance, turning what used to be a guessing game into a well-informed process. With access to real-time data and a clearer overview of their operations, clubs are more empowered, more satisfied, and more likely to grow with the brand. It’s a model where better tools directly translate into stronger partnerships and smarter business.

With a strong B2B foundation in place, Aretyn is now looking ahead to a broader brand future, one that includes a direct-to-consumer presence. The next phase involves expanding beyond teamwear into lifestyle-driven sportswear fashion, designed for young professionals, multi-sport athletes, and anyone who values both performance and design equally.

A new B2C product line is already in development, with curated collection drops, growing email lists, and influencer partnerships forming the core of the go-to-market strategy. Aretyn has also made its first brand partnerships hire to lead this expansion, signaling a focused commitment to building a community around the brand, not just selling to it.

With over 100,000 players already in its ecosystem, the shift toward B2C is less of a leap and more of a logical next move. While the club platform remains the heart of the business, Aretyn’s move into B2C reflects a natural evolution from solving problems for clubs to inspiring loyalty from individuals. Aretyn plans to offer the same quality and service, but on a wider playing field.

The goal? Reach athletes beyond soccer and meet people wherever they are: on the field, in the gym, or everyday life.

For Aretyn, partnering with Foster Commerce wasn’t just about building a site, it was about creating more intelligent systems with an agency that understood both the vision and the people behind it.

Aretyn’s co-founder, Johan, has commented that, from the start, Foster Commerce approached Aretyn’s project as more than just a vendor but as a true extension of the Aretyn team. The collaboration felt personalized, grounded in shared values and a mutual investment in getting it right.

Beyond strong communication and responsiveness, Foster Commerce consistently brought proactive ideas to the table, striking a balance between short-term needs and a long-term vision for growth. For example, Foster Commerce’s expertise as Craft CMS developers gave Aretyn a head start, thanks to pre-built tools like Variant Manager, Foster Checkout, and Best Sellers—features that directly improved the customer experience and helped drive revenue.

Behind the scenes, additional Foster Commerce software enabled integrations such as Klaviyo Connect, ShipStation Connect, and a custom Google Sheets sync for factory coordination, bringing efficiency to a complex operation.

For Aretyn, the most valuable outcome wasn’t just the platform, it was the partnership behind it. In a space filled with agencies that prioritize scale over substance, finding an agency that could provide superior service and truly level with them made all the difference.

Foster Commerce brought both technical skill and a genuine investment in the work, showing that care and clarity often outweigh sheer size. It wasn’t about flashy presentations or vague roadmaps; it was about building something meaningful, together. The Aretyn team doesn’t see Foster Commerce as a vendor. They see them as a long-term collaborator; one that understands the brand, pushes the thinking, and shows up when it counts. For Johan, that kind of alignment is rare, and it serves as the foundation Aretyn plans to build upon moving forward.