Making a Breeze out of Magento with Dimitry Diejew

Welcome to the new Breeze theme. Consider it the new base instead of Luma to build your next theme. SwissUpLabs created their new open-source template to improve customer engagement and make your site the search engine’s top priority.

With the Breeze theme, it becomes easier to provide an excellent user experience and higher sales conversion. The Breeze Blank theme is designed for all devices and by multilingual clients. The minimalist design is great for any type of website, and the Blank options maximize your customization opportunities. The theme maximizes Your Google Light House Score.


Brent: Welcome to Talk Commerce today I have Dimitry Diejew. Go ahead and introduce yourself pronounce your name much better than I did. Tell us what you do on a day to day basis and maybe one of your passions in life. 

Dimitry: Brent. Thank you very much for your invitation to your podcast. My name is Dimitry and I’m from SwissUpLabs company.

Dimitry: I’m a co-founder and product manager. Recently our company is focused on Breeze Front End. And I think we can talk about this a bit later on. And if you are interested in my interest, I think that the most beautiful part of our life is simply traveling with people. You love hiking cooking taste food, and eating it together.

Dimitry: Something like. 

Brent: Thank you for that. So today we’re gonna talk about speed and why speed is important. And specifically around Magento two maybe talk a little bit about your experience around Magento two and some of the issues that we’ve seen after it’s been seven, eight years.

Brent: We’ve seen the Magento Luma theme. Tell us a little bit about why you decided to start this initiative and what you’re doing? 

Dimitry: Yes. Frankly speaking. Yes. Magento two with us from 2015 and it’s now for seven years and Luma theme frankly speaking, I think there were no updates to it for this seven years and world really changes for last seven years.

Dimitry: We a lot of bad chance simply face it new requirements from Google. It’s like it happened three or four, four years ago that Google announces that it’ll rank search results, according to page speed of each page. So slow pages, slow sites will be shown as a bottom part of the page and the faster sites we’ll have some positive results, and for the last two years, people are starting to ask how I can my make my Magento site faster and get better run in Google. And I think everyone in Magento two ecosystem faces the same problem that making Luma fast is not easy. And here we, that is why we decided to create breeze.

Dimitry: And share 

Brent: it with 

Dimitry: the community. 

Brent: Yeah. I think that if we look at the broad scope of how many Magento websites are out there, it has to be 90 some percent that are incredibly slow. So was it the speed issue that prompted you to create breeze or was there other underlying things that made you want to start it and then maybe speak a little bit about the fact that it’s it’s open source.

Dimitry: Ah it’s better toward the extent why we created Breeze you will look at the history, how we created it. First of all, at SwissUpLabs we’re offering extension and templates and our customers, usually when they install our products, they’re checking. Okay. What will be page speed of our sites after using that product.

Dimitry: And they constantly were asking why it’s slow, how we can make it faster. So first we came with page speed extension, and I think that every extension vendor on the market ha have extension like this that is. Offering like image optimization, Java script bundling like critical CSS and many other like small tricks to make

Dimitry: lumas seem faster. But after several years we simply stack into the wall and said, okay, we can’t make it faster because there is a lot of CSS and default luma theme and you can’t remove it or throw away. There is a lot of Java script. Knockout JS is like simply killing the page score. Even without any extension, it was critical as flow.

Dimitry: So more than one year ago we decided to play and like experiment and we created extension that was killed was named bridges. So we simply thrown away all, almost all Javascript tag that came with Luma. And we code it and used several libraries that allow it to make JavaScript part of Luma much smaller.

Dimitry: But in the end, we had the same Luma styles, the same templates, but Java script was controlled by. And initially it was not free. It was like provided only for our customers and. Later we saw that it’ll bring a lot of profit for community if we will make it free. So we decided to make it free.

Dimitry: And people started using it was still slow because it was not complete solution. It was just replacement of Java script. And then we said, okay, we need to make it in the right way. So we decided to create the. That will show the full power and remove and all other issues from Luma frontend.

Dimitry: And that is how we created Breeze frontend. And now we are also offering Breeze evolution Theme that is also free and our main idea because of that stands behind of Breeze is that Magento is open source. And we think that frontend that used by many people also should be open source that anyone can contribute it, that you can fork it, you can offer your features.

Dimitry: And that is how open source community simply works. 

Brent: I just want to be clear, is it is a re it’s a replacement of Luma, or are you basing this off the Luma? 

Dimitry: It’s complete replacement right now. We are only using Luma out because it’s like, it’s a really complex part of front end and we are still not sure what to do with it because like every payment extension shipping extension, it’s based on KnockoutJS and it’ll be like, Which this will be very careful with checkout, but as far as we know, Google simply doesn’t measure the speed of checkout page.

Dimitry: So for now we replace all pages and it’s not based on Luma zero inheritance from Luma. 

Brent: So later on then is there gonna be a lot of work for developers to get extensions working with Breeze or is it essentially a breeze to get it working together. That was a small 

Dimitry: joke. Okay. Is okay. Yeah. We really wanted to make it breathe, but anyway, you still have JavaScript code that is based on the KnockoutJS and all other libraries that came came with Luma.

Dimitry: You need to rewrite your JavaScript code and that is most time consuming part of migration. Then you have to update your less style a bit, and that it after that your extension will work frankly speaking key, you will simply install an extension at the Breeze evolution team or Breeze blank scene.

Dimitry: You will see all main blocks, simply functionality, Java script will not work. So that is how it. 

Brent: Can you talk a little bit about the difference on this theme and what Adobe is pushing under PWA and why would somebody still want to use breeze over going with PWA?

Dimitry: Yeah. Okay. Yeah, it’s a good question. PWA is really great technology. And I think that a lot of big companies will benefit from it, but it’s as far as, remember, it’s already two years on the market, like with PWA studio and we don’t see like a huge List of stores that are using it.

Dimitry: If you will check the number of store that are using Magento two, it is like it’s hundred of thousand, something like that. Probably less, a little bit more. But with when you are looking for a list of stories that are using PWA studio it’s not as big as number of Magento two stores.

Dimitry: So it’s really looks that a lot of Magento two store owners simply afraid or simply don’t have enough money to migrate to headless solution that is why I think that it’s like, it was quite a clear with message from community that was sent one year ago. His open letters that We still need monoliths front end.

Dimitry: And that is why we came into this direction. And we think that from, for small store owners and even medium size businesses, it’s still okay to use monolith front end because it’s easier to develop. It’s easier to maintain 

Brent: You’ve made a really good point about the ease of use.

Brent: And that PWA requires you to have two different separate stacks and maintain both of those. And also having a separate place or could be the same place. But hosting would also be a little bit more complicated with PWA. Do you think that Adobe is missing something here by only pushing PWA?

Dimitry: I can say for sure, but I think that Adobe has its own role. It’s serve its own clients’ interest. And for people that are using Adobe commerce it’s much easier to use PWA and it’s within a reach of their budget, but I think it’s if you will see at the numbers, like 90% of all Magento users is open source and not everyone will be able to use PWA.

Dimitry: So there is really need for good and fast and easy to use monilith front end, frankly, speaking, working with Magento from day one when it was variant studio as far remember. And when it’s just it was published, it like, it was a lot of people and everybody was happy. Cause it was to edit everything because he was able to like story owner with low technical skill was able to create store around it and modify it according to their needs with Magento two.

Dimitry: And Luma frontend, it became a bit more complex. And our old clients that us, for 10 years, they say, okay, we are missing times from Magento one when we were able to simply edit template files. And it was easy for us. We were able to do that without expensive developers, I don’t understand Adobe positions that they are pushing the PWA technology, but I think that the risk space and the risk requirements for different types of front ends, 

Brent: I’m gonna ask a question about the Magento association or the Magento community in general.

Brent: Do you feel as though. Either Mage-OS or the Magento association should take over the responsibility of the open source product. So things like breeze will continue to grow and and go out into the marketplace. Or do you think that what we’re doing already and how open source is positioned with Adobe that there’s enough behind it for them?

Dimitry: I think that mag association should simply create a place where different companies developers can offer their solution for real needs of store owners. So there be diversity, if you want to choose this solution, you can go visit probably you will like breathe or probably you’re still okay with Luma.

Dimitry: Because it’s like cheaper because every extension or themes that you can buy because I was reading a lot about current state of Magento to community. And I see that there is a lot of talks about how things should be from position of agencies and like quite big companies that are using Magento two.

Dimitry: But I still see that almost no one is speaking in the behalf of small story owners, there is still a lot of I think it’s thousands and thousands of store owners that creates their stores by them own like it all day. So Magento one and they are doing updates. They installing extension Magento two I think it’s simply one of the best eCommerce platforms on the market, simply because of that, it simply gives you a lot of power right out of the box.

Dimitry: No other platform will give you that for free. And that is why I think it’s simply a great chance for any small merchant that has right set of skills to create and run successful store with a low budget. If you know what you’re doing, you can do that. It’s just I think so.

Brent: Yeah. So as you grow or as breeze grows what are the things that are coming out? What are the features and what are the new things you’re gonna be releasing under the breeze logo or breeze brand? 

Dimitry: Okay. As I said right now we are still not covering issue with checkout because. Check out at Magento two is also, it’s not fast.

Dimitry: If you will check discussion at Reddit or Linkedin, and many people complains that there is a lot of request the page can load for several seconds and you need to optimize it. So we think that we will take care of that issue. But my issue here is that we made Breeze. Mostly because we need a really good feedback from community because developers.

Dimitry: And store owners really understand what’s their problems. And as soon as they will start implementing Breeze start using it they will come to us and 

Dimitry: then they will tell, here is the problem let, cause is Luma, because it was published at seven years ago, and for that time there was no update of front end, and for this time, there were a lot of changes on the market.

Dimitry: For now, we have a front end that simply outdated. And with brief, I think we want to go with the way of evolutions that we will have requests from community. We will add it. Probably somebody will push some ideas, push some commits, and we’ll also include it in terms of Breeze.

Dimitry: So community will decide what to do with Breeze in one or another. 

Brent: Yeah, that’s great. From a I want to just go back a little bit about the the Adobe PWA. I think Adobe is arguing or would say that it’s easier to integrate experience manager with a PWA. What would be your reaction when somebody says something like that and how hard is it to integrate a, another CMS platform into Magento as a monolith?

Dimitry: I think that I’m wrong person to answer that question, but I think every technology or stack has its strong and weak sides. As I said, we working with small store owners and they simply don’t have such need cause if you want to implement other platform, okay.

Dimitry: I have a good example. We really like implementation of integration of WordPress with Magento two that was done by Fishpig company. I think we are using it in almost every second project. So if it’s can be done with WordPress. So I think it can be done with any other type of CSM, but as. Our goal is to serve small small business and medium sized business.

Dimitry: And percent Magento open source. 

Brent: Yeah. And I think that you’ve identified a really, a large portion of users of Magento two that I think Adobe has forgotten about and that is the small business user who’s simply using Magento two for their store, and they don’t want to invest all the money in all the other Adobe products that maybe Adobe’s trying to do.

Dimitry: Tell us Adobe will be really surprised to see how many offsite stores in 

Brent: the world. Yeah, it is a incredibly popular platform still. So tell us how do they find you? How do they find the, your company and get in touch with you?.

Dimitry: Simply word of the mouth. They found us in the Google. It’s find sync, if you will check Magento or Adobe marketplace. I think there are just five or seven template on the marketplace and just like six of this seven template are from our company. So they’re simply going to marketplace.

Dimitry: There the main vendors that sell in here templates, then they go into our site, checking our products, reading our reviews, and now I really hope that more and more people will start using Breeze frankly, speaking via publish it evolution and Breeze blank on marketplace and receive that popularity.

Dimitry: It’s keeping growing. And we see like quite many installation every 

Brent: day. Yeah. That’s great. And just your the website for the theme is breeze, right? Breeze B R E Z E 

Dimitry: Yeah. We, yeah. And yeah, that is correct. We created, 

Brent: Separate side. Great. And the, your company is Swiss up

Brent: Yeah. Great. So Dimitri, as we close out on every podcast, I give a guest an opportunity to give a shameless plug about anything. What would you like to plug today?

Dimitry: Okay. I don’t want to talk about our company or Breeze because discuss that. I just probably want to ask everyone if we will listen to simply help Ukraine our companies through from Ukraine, developers, from Ukraine, and now really like in very difficult situation. And we really appreciate any help business support from countries all around the world.

Dimitry: And. We will appreciate any 

Brent: kind of help. Yes. And are you in Ukraine right now? 

Dimitry: No. No, I’m not in Ukraine. I’m in Poland for the last seven years, but many our developers are still living in Ukraine. Good. 

Brent: And how are they doing now? Are they, are you still be able to function and get most of their work done?

Dimitry: Yeah. Yeah, it’s quite strange, but that people are still going to work. They’re still having their life here and It’s difficult. It’s tough, but people are standing. 

Brent: That’s great. And I know that there’s lots of places that you can help out and contribute to the Ukrainian cause.

Brent: Dimitri, thank you so much for being here today. I appreciate your time. And again, I encourage people to go to breeze and see it. I’ve seen some of the lighthouse scores. Your theme is scoring. Fantastic. And I’m so excited that there’s more and more people that are building and growing their Magento two practices and that you’ve offered this fantastic front end as a replacement for that very slow back end.

Brent: And I just wanna add it’s probably more than seven years. The ver very first version of Magento two was supposed to be out in 2012. I don’t know if anybody remembers, but. It has been 10 years since the launch date was announced. Yeah. So the theme is probably older than seven years, but it is very, what you’re doing is very well needed.

Brent: Thank you so 

Dimitry: much community about our product. I think that it’ll really help a lot of people out there. 


  • Brent W. Peterson

    Who is Brent Peterson? Brent is a serial entrepreneur and marketing professional with a passion for running. He co-founded Wagento and has a new adventure called ContentBasis. Brent is the host of the podcast Talk Commerce. He has run 25 marathons and one Ironman race. Brent has been married for 29 years. He was born in Montana, and attended the University of Minnesota and Birmingham University without ever getting his degree.

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