Astigarraga Kit Line turned fragmented data into 2x email revenue

In the heart of the Basque Country, one family business has spent over 40 years turning locally-sourced pine wood into furniture and products that travel across Europe. 

Founded by Juan José Astigarraga, Astigarraga Kit Line has grown into a €24 million-a-year business by moving with market changes and adapting to customer needs.

A fundamental pillar of Astigarraga’s success is their complete control over the entire production process—from sourcing pine from local forests to manufacturing final products. Their dedication to quality is best seen in their flagship product, the trestle, which they produce 16,000 times a day.

Sustainability is another pillar of their business, backed by their PEFC and EU Ecolabel certifications. "There’s a growing demand for sustainable, locally-sourced products," says Djuniet Astigarraga, a third-generation family member and the company's head of e-commerce. "The fact that our wood is natural and domestic is a huge part of our appeal."

While the company has an established, strong European distribution network, 2020 marked a turning point for its online channel. "When the pandemic started, we saw huge growth and realized we had a powerful channel to explore," Djuniet recalls. To keep up with this exponential growth, they were forced to strengthen their digital team and optimize their internal processes.

Astigarraga Kit Line now has 127 employees and a strong presence in both the B2B and B2C markets. 

The challenge: Fragmented tools and data

Despite its growth, Astigarraga Kit Line faced significant challenges with its marketing strategy and customer management. Using PrestaShop for e-commerce and HubSpot as their CRM meant customer data was scattered across different platforms. Creating a full picture meant manually combining the 2 sets of data. This reliance on manual processes limited their ability to scale and deliver personalized and relevant experiences.

“We had several problems. On the one hand, a poorly structured database. B2B purchasing was also very manual, and we were losing a lot of sales along the way,” says Djuniet. Without a unified view of the customer, implementing a coherent marketing strategy was difficult.

Although email marketing was a key part of their strategy, their campaigns lacked focus and the right tools to reach their full potential. "Our sales campaigns weren't very well organized," Djuniet notes.

With this fragmented data across systems, Astigarraga Kit Line needed a solution that would act as an intermediary to connect their systems and leverage customer data, allowing them to create relevant automations and move towards behavioral marketing.

"We were looking for a tool to automate all those processes because we were doing all this work manually," explains Djuniet, highlighting the need for a platform that could unify and activate their data.

The tools: PrestaShop and HubSpot integrations, advanced segmentation, and relevant automations

Astigarraga Kit Line found an expert partner in Ágora Digital to address the challenges they faced. Specializing in B2B strategy and digitalization, this agency, led by Alejandro Ramos, quickly identified the key areas for improvement and offered solutions to transform their marketing strategy.

“The solution we proposed to integrate their HubSpot CRM with their PrestaShop e-commerce store, and an additional project—active lead generation—was to have Mailchimp at the center of all connections, as that unified data source,” says Alejandro.

Aligned with the company’s philosophy that nothing goes to waste, because “every gram of wood counts,” Intuit Mailchimp was positioned not as a replacement for their existing systems, but as an intelligent activation layer to connect and enhance them. By connecting their CRM and e-commerce store to Mailchimp, they gained access to crucial customer data, enabling them to create advanced segments, automate their marketing, and reach customers at the most relevant time.

Alejandro notes that Mailchimp’s open API, which allowed them to easily connect the CRM and other data sources, played a key role, allowing for easy integration with their other tools without needing extensive developer resources.

With their systems connected, the team implemented advanced marketing automations, including segmented welcome emails, abandoned-cart recovery flows conditioned on stock levels, back-in-stock alerts, specific B2B lead-nurturing flows, and targeted popup forms, among other features.

The results: Relevant, timely marketing and significant growth

Implementing Mailchimp as their marketing activation layer has had a transformative impact on Astigarraga Kit Line, delivering tangible results and laying the groundwork for future scalability.

“The changes have been very positive,” says Djuniet. “Thanks to Mailchimp’s tools, we have significantly reduced our manual workload. We have a well-organized database and offer a better experience for both our internal team and end users. Most importantly, our marketing and sales strategies are more focused.”

The guiding philosophy was to make every message relevant and timely. "It's not about sending more messages, but sending relevant messages," Djuniet summarizes. "PrestaShop tells us how the user behaves, and Mailchimp acts accordingly."

The implementation of popup forms also boosted effective lead generation. The impact was immediate. "The popup works extremely well. We captured almost 1,000 new users in one month," says Djuniet. Alejandro adds, "We're growing our email list by about 20% more per month than we were before."

"We think Mailchimp is the ideal platform for B2B companies because, on the one hand, it's reliable, it's super integrated with the tech stack, and it has a good return on investment," Djuniet advises other business owners. "Mailchimp is the perfect tool for your B2B e-commerce business thanks to its automation capabilities and its ability to connect with other data sources," says Alejandro. "The moment you have an email database is the moment to make the leap to marketing automation."

Looking ahead, Astigarraga Kit Line plans to enter new markets and expand its B2B focus. With their systems now connected and powered by Mailchimp, they have the foundation and confidence to continue scaling.