How Liberty Sport Used Magento Open Source to Scale

Platform upgrades are often thought of as an expensive and boring chore. But, when done strategically, a platform upgrade can make a massive impact for a brand looking to scale.

Liberty Sport, a performance eyewear company, best known for their RecSpecs brand, found themselves in the same position as countless Magento merchants: running unsupported & unsecure on M1 and facing the need to do something about it. They didn’t want to lose the SEO authority they had worked hard to build and were scared to disrupt a solid revenue stream.

Despite the risks, Liberty Sport decided to embrace the migration to M2 as an opportunity to visually enhance their B2B website for eyecare service providers with a modern updated look, mobile-first design features, and improved UX/UI functionality.

Their successful migration to M2 highlights lessons every business can apply, regardless of industry.

Liberty Sport had outgrown the capabilities of their Magento 1 site. The version they were on was no longer supported and their user experience was beginning to feel dated, especially on mobile where they saw a missed opportunity to grow their business. Despite those issues, the site was still performing well in a lot of ways: steady organic traffic, solid revenue, and a loyal customer base of eyewear service providers. They needed to update the site without losing what worked.

With M2, they saw an opportunity to do more than maintain their existing online business. They saw an opportunity to build a faster, more flexible site that could support the growth they wanted.

By working with an experienced Magento agency partner to plan their M1 to M2 migration, Liberty Sport fully recovered organic traffic within one month of launch and then began to scale. Organic visibility increased 31.2%, ecommerce conversion rate increased 21.1%, and revenue climbed 14.4% just one month post-launch.

Upgrading within Magento Open Source isn’t just about keeping your site current. It’s not just a maintenance box to tick. It’s a chance to reimagine how your site performs and engages customers.

Liberty Sport’s move to Magento 2 demonstrates how the platform continues to scale with its merchants.

• Quick ROI - The migration was an investment that paid back quickly. By staying on Magento Open Source, Liberty Sport avoided new licensing fees, maintained full ownership of their site and data, and significantly improved conversion rate immediately after launch, a win that turned what was initially a security-driven project into a revenue driver.
• Improved Features - Magento’s extensibility allowed Liberty Sport to expand their digital experience without platform limitations. Enhanced search, layered product filtering, and new B2B tools made the site faster and more intuitive for both internal teams and eyecare partners.
• Enhanced Mobile Experience - The redesign leveraged a responsive theme that dramatically improved mobile UX and the site saw significant post-launch improvements in mobile page load speeds and server response time.
• Room to Grow - The flexibility of Magento 2 created space for continued growth and evolution. Future phase plans include integrating with back-office systems, adding additional content types, and supporting multi-channel sales as Liberty Sport grows.

For Liberty Sport, modernization went beyond performance metrics. Their new Magento Open Source site became a stronger sales enablement tool for eyecare providers in the field.

• A mobile-first design means partners can showcase products directly to customers, turning the website into a live selling tool.
• Improved navigation and faster search reduce friction in the buying journey and increase product visibility.
• A retailer locator bridges digital discovery with in-store purchasing, helping Liberty Sport capture more of the customer journey.
• SEO content blocks on key category pages to improve organic search visibility for target search terms.

Together, these upgrades turned a necessary technical migration into a meaningful business transformation.

Liberty Sport’s experience shows that scaling with Magento Open Source isn’t about moving platforms, it’s about moving forward. Their migration from M1 to M2 preserved everything that was working and created room for what’s next.

Magento Open Source provided:

• A modern, supported foundation for growth.
• The flexibility to enhance UX and functionality at their own pace.
• The scalability to keep evolving without changing platforms.
• Access to 1,000s of extensions to extend the capabilities of their store.

For merchants considering their next step, Liberty Sport’s story proves that Magento Open Source isn’t just a short term solution, it’s a solid platform that can grow with your business.