Hyvä makes Magento frontend open source to boost global reach
Hyvä, the eCommerce technology firm behind the frontends used by brands such as Citizen Watch and the National History Museum, has made its front-end solution for Magento free and open source to accelerate its global expansion. The move aims to enable small and mid-sized retailers to access online store technology previously available only to larger enterprises.
Open code
Hyvä Theme, formerly sold for a one-off payment of EUR €1,000, is now available for free. More than 6,000 stores worldwide use the software, supported by over 850 agencies and a network of 1,600 compatible third-party modules. Since its founding in 2020, Hyvä has focused on refining web performance and store conversion rates for eCommerce firms while keeping development complexity low.
Willem Wigman, Chief Executive and Founder of Hyvä, said making the product open source is intended to encourage greater innovation across the Magento ecosystem.
"Anyone can now have access to the code of our Theme and learn, build and profit from it. This will enable the Magento ecosystem to build even more extensions on top of Hyvä and lower the barrier to entry for smaller businesses. We truly hope this also opens doors for students and beginning entrepreneurs to start their journey with Magento, the way many of us did over a decade ago."
Market reach
Hyvä's customer base includes multinational brands such as Nestlé, Volkswagen, Dunkin, and Samsonite, as well as medium-sized and family-owned businesses. The company operates across diverse industry sectors, including fashion, food and beverage, automotive, industrial equipment, and corporate merchandise. Its B2B, B2C, and direct-to-consumer clients span markets in Europe, the United States, and further afield.
The company has differentiated itself from many tech start-ups by initially charging for its core product while maintaining a lean team of 28 staff. Commercial partnerships, such as those with European payment service provider Mollie and hosting firms Hypernode and maxcluster, have helped Hyvä retain financial independence while scaling operations. Mollie is now integrated into Hyvä's offerings, allowing for modern administrative features and transaction handling on the Magento platform.
Business model
Hyvä plans to sustain development through other paid products, which remain at fixed prices. This dual approach of free and paid offerings is intended to support ongoing software improvements for the wider Magento community and Hyvä's agency partners.
According to Wigman, the goal is to enable retailers to move away from legacy platforms and operate more efficiently in the global eCommerce marketplace.
"Our mission has always been to make eCommerce fast and enjoyable, not just for Fortune 500 companies, but for every ambitious merchant who will be able to grow at their own pace, differentiate and won't have to give away more margin as they scale. By offering a lean, scalable solution, we are equipping thousands of international retailers to successfully transition from legacy platforms and truly compete with global giants," said Wigman.