Italian fashion retailer brings branded clothing to Decathlon’s Mirakl-based marketplace across seven European markets
About the Company
- Company: GH-Stores (Gallery Holding S.p.A.)
- Industry: Fashion & Apparel
- Region: Italy / Europe
- E-commerce platform: Adobe Commerce (Magento 2)
- Existing marketplace channels: eBay, Amazon, Kaufland
- New sales channel: Decathlon marketplaces (Italy, Germany, France, Belgium, the Netherlands, Portugal, Ireland)
- Integration solution: M2E Multichannel Connect
GH-Stores is the online store of Gallery Holding S.p.A., an Italian retail group that has been in fashion retail for almost 30 years and runs a network of around 160 mono-brand and multi-brand stores. Online, GH-Stores sells women’s and men’s clothing, footwear, and accessories from such well-known brands as Timberland, Levi’s, Reebok, North Sails, Napapijri, Calvin Klein, and many others.
The company handles its e-commerce operations on the Magento 2 platform. Using M2E, the GH-Stores team runs their eBay, Amazon, and Kaufland sales from the Magento backend. They manage products, stock, and orders for every channel in one system.
Challenge: One More Marketplace, but the Same Magento Workflow
With eBay, Amazon, and Kaufland running through Magento, the next step for GH-Stores was Decathlon. It’s one of Europe’s largest sports retailers, and it operates Mirakl-based marketplaces in multiple countries. Decathlon is a good fit for a seller whose catalog includes sportswear and activewear.
When GH-Stores started selling on Decathlon, their first approach was to upload products directly, outside their Magento system. For a catalog of their size, this proved inconvenient and meant a lot of manual work. All product data was based in Magento, while Decathlon had to be maintained separately. That’s why the team decided they needed to connect to Decathlon the same way they did with their other marketplaces.
The channel itself was also different from the ones GH-Stores have worked with before. Decathlon runs on Mirakl, and the company planned to sell across several markets at once: Italy, Germany, France, Belgium, the Netherlands, Portugal, and Ireland.
That plan came with specific requirements:
- Magento-centered workflow. GH-Stores wanted to run Decathlon sales from their Magento system, exactly as they did for other marketplaces.
- Prices taken from Magento attributes. The team stores product prices in Magento attributes. The integration had to work with that setup rather than force a new pricing workflow.
- Different prices for different markets. Selling across seven Decathlon markets meant the company needed to set separate prices per market.
Solution: Connecting Magento to Decathlon with M2E
GH-Stores have been using M2E to manage multichannel sales from Magento for years. So when M2E released its Mirakl integration, GH-Stores became one of the first clients and worked closely with the M2E team from the start.
Dedicated onboarding and support. The M2E team guided GH-Stores through the initial setup and stayed involved as the listings went live. They helped fine-tune the integration to the company’s pricing and multi-market setup.
Listings and orders stayed in Magento. With M2E, GH-Stores publishes and manages their Decathlon listings from the Magento backend. Decathlon orders are imported into Magento, so the team processes them alongside orders from their website, eBay, Amazon, and Kaufland.
Pricing followed the company’s existing setup. M2E takes product prices from Magento attributes, so GH-Stores kept their regular pricing structure. And because the company sells across several Decathlon markets, M2E added a dedicated setting to configure different prices for each market.
Feedback shaped the integration. As an early client, GH-Stores shared feedback on the improvements they needed, and the M2E team turned them into working features. For example, the ability to set discount prices was added at their request.
M2E values that kind of cooperation. Thanks to clients like GH-Stores, the Mirakl integration has been built around real business needs and continues to develop that way.
Integration Results
Today, GH-Stores manages their Decathlon listings and orders across seven European markets from the same Magento system that runs the rest of their business. Product data and prices come from their existing Magento attributes, and each Decathlon market gets its own pricing. M2E imports Decathlon orders into Magento for fulfillment, alongside orders from other channels.
For the GH-Stores team, selling on Decathlon is no longer a separate task to maintain. It’s one more channel inside their familiar routine.
Looking Ahead
Decathlon runs on Mirakl, and so do hundreds of other marketplaces across Europe and beyond. With M2E Multichannel Connect, GH-Stores has a setup they can reuse if they decide to expand to more Mirakl-based channels. They’ll be able to apply the same attribute-based pricing and centralized order management to each new marketplace.
The M2E Mirakl integration continues to develop, with new features and improvements driven by feedback from clients like GH-Stores. For Magento 2 merchants considering Mirakl marketplaces, GH-Stores shows what the path looks like. Set up the integration once, manage listings and orders from Magento, and expand to new markets when the time is right.
