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A legacy of speed, safety, and storytelling
Alpinestars is a brand built on legacy. What began as a small boot maker in Asolo, Italy, has grown over 60 years into a global icon in motorsports. Today, four out of ten F1 teams and seven of the top ten MotoGP riders use Alpinestars gear. But beyond performance and innovation, the brand stands for something deeper: a strong emotional bond with its customers.
One customer sent a photo of his new Alpinestars tattoo after surviving a motorcycle crash. Thanks to his airbag-equipped suit, he escaped with minimal injuries. “An airbag is like wearing sixteen back protectors at once,” explains Lars Kristian Stråtveit, Head of E-commerce. These stories remind the team daily of the real impact their work has.
International mindset from day one
Despite its Italian roots, Alpinestars operates globally by design. The headquarters is located in Los Angeles, English is the primary language, and the focus is on markets such as the US, Germany, and the UK. Lars, who originally comes from Norway, now lives in Italy, and previously worked in Amsterdam, highlights the importance of cultural diversity: “My first team had 14 people from 12 countries. That’s inspiring.”
Having a diverse team brings more than varied backgrounds; it fosters new ideas, broader insights, and a learning culture that keeps pace with shifting customer expectations.
Startup spirit in a 60-year-old brand
When Lars joined, there was no European e-commerce setup. The US operation relied on dropshipping and external agencies. Starting from scratch, he launched the first Shopify store in just four months. Eight months later, the team rebuilt everything in collaboration with Code. Today, the European team has grown to 12, with 4 to 5 more in the US. The results: eight-figure revenue and triple-digit monthly growth.
What Lars values most is introducing startup agility within established brands. No endless approvals, just starting, learning, and iterating. It turned out to be exactly what Alpinestars needed.
Culture first, tech second
For Lars, success is driven by mindset, not software. He describes the team’s approach as “tight on vision, loose on execution”: clear goals with flexible methods. “We build, measure, learn. And we’re not afraid to fail.”
This philosophy shapes their decision-making. After realising their first agency wasn’t a good fit, they switched to Code within a month. Later, they switched logistics partners in Italy to one in Germany, aiming to reduce return rates and shipping costs. “It was a painful but necessary correction,” says Lars. The team reviews every decision, learning from what worked and what didn’t.
Autonomous teams and shared ownership
Alpinestars brings together marketing, ops, analytics, merchandising and customer service under one e-commerce roof. There are no silos, only shared goals and close collaboration. “Everyone owns the outcome.”
Customer service sits with the rest of the team, providing real-time feedback and contributing to campaign strategy. This fosters quick iterations and T-shaped growth, where specialists develop broader understanding and skills. The result? More empathy, better teamwork and faster results.
Solving together
Speed demands trust, especially from support teams like IT and finance. “If something goes wrong, we don’t point fingers. We fix it together.” That mindset reduces fear and enables the team to move fast without hesitation.
Creating a culture where mistakes are learning opportunities, not liabilities, is critical. It encourages internal departments to align with the pace of change rather than hold it back.
Inspiration and focused growth
The team finds inspiration everywhere, from major players like Nike and Puma to smaller, agile e-commerce brands. They study journeys, checkout flows and loyalty programs in detail. “No need to travel for a store check. Just go online.”
When it comes to expansion, the strategy is clear: first, solidify operations in Europe and North America, then explore Asia and Latin America. “Expanding too early spreads you thin.” This phased approach ensures resources are focused where they have the most impact.
With a strong foundation, a nimble culture and a clear roadmap, Alpinestars is ready for the next phase. The priority now is to deepen success in Europe and North America. New markets will follow in due course. Want to know more about the journey of Alpinestars? Read our case study.
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Code Commerce Club is the podcast where you’ll learn how to grow your brand’s e-commerce success. Hosted by Robin Huizing, produced by Code, and made possible by Shopify. Looking for a Shopify agency to help with a replatforming or a new store? We build and optimise Shopify stores at the highest level. Get in touch.
Listen to the full conversation with Lars Stratveit on Spotify or Apple Podcasts. Want to stay up to date on new episodes? Subscribe to our Code Commerce Club newsletter or follow us in your favourite podcast app. Found the episode valuable? We’d love your review!
