About
Umbr is new.
The work behind it is not.
A product infrastructure studio built on years of hands-on experience inside powersports, manufacturing, sourcing and cross-border commerce — not built from the outside as a consultant, but from inside, doing the actual work.
The brands, commerce systems and products in the Work section were built by the people behind Umbr — before Umbr existed as a studio. That history is the foundation.
Background
The work spans a decade inside product companies — powersports brands, aftermarket distribution, physical product development, cross-border operations, sourcing in Shenzhen and commerce infrastructure at scale.
This included building brands from naming through packaging, running ecommerce operations across US, EU and Canada markets, developing dealer network infrastructure, and doing the operational work of sourcing, importing and distributing physical products.
Umbr was formed to apply that operational knowledge as a service — specifically for product companies that need the digital infrastructure built by people who understand how physical products actually work.
What we build
Commerce
Storefronts and B2B portals structured around how product businesses actually sell — not how ecommerce platforms want them to sell. Shopify where it fits; something else when it doesn't.
Brand & Web
Brand websites, campaign pages and marketing frontends. The stack is chosen for the project — Astro, Next.js, Svelte, WordPress, or static HTML when that's the right answer.
Product Infrastructure
Catalog structures, navigation systems and product data architecture — the digital layer that connects products, brands and commerce into something that actually operates.
How we work
Small and direct
The people building your system are the people you talk to. No account managers, no relay layers.
Stack follows the problem
No platform loyalty. The right tool for the requirement — Shopify, Astro, Next.js, or something else entirely.
Built from inside product companies
The operational background means we understand catalog complexity, dealer structures and cross-border realities — not from reading about them.
Systems that can be operated
The goal is always a system the client can run after handover. Dependency is a failure mode, not a business model.
Location
Based in Sweden. Working across Europe, North America and Asia.
Contact
Building the digital layer around a product business?
Start a conversation.