New imago website: Hi, this is Freya!

It's finally here! imago has a new website as of November 4, 2025 – we gave it the codename Freya, after the Norse goddess of fertility and harvest. We reap what we sow, and we hope this harvest brings our customers satisfaction with a clear, fast-running e-shop.

The new website homepage

How to send feedback?

Just fill out our short form. If you run into any bugs or issues, if something doesn't feel right, or if something isn't working as it should, please let us know!

Feedback form

What about Slovakia?

Just like imago.cz, imago.sk will also get a new look – it won't be immediate, but it will happen within a few months.

If you don't want to wait, you can shop on the new site right now. Just click on Slovensko in the footer of imago.cz – the currency will change from CZK to EUR, and shipping options outside the Czech Republic will become available. Only the texts will remain in Czech.

Loyalty program

The loyalty program is currently under development. As soon as it's ready, we will inform our registered customers so they can start using it right away. In the meantime, you can read more about how the new program called Loyalty Dice will work.

Loyalty Dice

Why did we create a new website?

Our previous website served us for over 10 years, so the technological axe was already massive and two-handed. Over that time, we patched and tuned decade-old technologies, but according to the Ankh-Morpork calendar, we are in the Century of the Anchovy, and that means progress! imago has never run on off-the-shelf solutions; we have always bent open-source systems to our will. This year, for the first time, we started developing our own solution, and so we gave this creation a name – Freya.

For Freya, the key priorities are higher loading speed, better user experience (UX), a high-quality mobile version, and easy implementation of new features and adjustments.

What has changed – old vs. new website

• The new website is mobile first – meaning we developed it primarily for mobile devices and only secondarily for desktop and laptop monitors.
• We switched from a vertical menu to a horizontal menu – it is an "industry standard," though some navigation elements in categories remain at hand in the left panel.
• We changed the font – although the jump from Arial to Inter isn't exactly a massive evolutionary leap 🙂
• We enlarged the images – we are now considering devices with high-resolution displays, and in general, we tried to display larger product images across all pages.
• We tuned up the filtering – we tried to make it clearer and easier to use.
• The cart (checkout) has only 3 steps; we tried to make the checkout process as smooth as possible.
• Lots of minor improvements that you might not notice at first glance, but which will make your shopping and browsing more pleasant.

We have plenty of other improvements up our sleeves, but we will roll them out gradually – we didn't want to unnecessarily delay the launch of the new website.

A small trip into our website history

In the beginning, there was Quick.cart

In 2005, there wasn't much to choose from on the Czech market, but Quick.cart was exactly the type of software I like. Simple, fast, database-free, and easily editable. So, the first order we received came through our first e-shop built on this Polish open-source software:

Zen and done

As our workload grew, it became clear that the minimalist Quick.cart was a great start, but it was running out of breath when we needed advanced features. So, we reached for another open-source solution, the Zencart e-shop.

Back then, I was able to edit, manage, and enrich the Zencart shop with various extensions myself; I made my own templates, and it was, so to speak, "good enough".

However, the more intensely we worked and used new features and gadgets, the faster the list of requirements the system should meet grew. That's why I started looking around for a new solution.

Opencart

We decided to build the next website on an open-source solution called Opencart. The era of this new website was long, longer than was healthy. We operated the system (well, we still operate it…) for a whole decade, thanks to the fact that along with Opencart, the first programmers joined what was then still Fantasyobchod – suddenly we had regular maintenance and a supply of new and great features, fixes, and patches for patches…

We have known for many years that our e-shop system contains dramatically more of our own code than the original, but committing to a change was simply difficult. In a situation where our backlog was swelling with requests for new features and repairs for things that kept breaking, it was extremely hard to say enough – from now on, we only work on the new website.

Freya

So okay, it's here! If you've read this far, you're probably a big fan of web development and UX, or you love fantasy, sci-fi… and imago 🙂 – and you're interested in what's new with us. Whatever your reason, we truly appreciate your interest, and we welcome your help.

As mentioned at the beginning: If you find any bug or problem, if something doesn't feel right, or if something isn't working as it should, please let us know!

Feedback form

Acknowledgments

Here come the closing credits, but don't worry, they won't be particularly long. We owe Freya to a trio of programmers – Goťák, Alex, and Terka. Template coding was handled by Skaven. SEO consulting is the work of Ivo Kylián, and we were helped with UX by Lukáš Augusta and David Kočí.

author Jiří Reiter