Founder's Note
Founder's Note
How StoreFrame began, and why it's built the way it is — a note from the person who designed it, coded it, and still runs it every day.
It Started With a Problem
It Started With a Problem
Every host I tried boxed me in. cPanel, Cloudways, Ploi, Hipex, Hypernode — all capable, but none let me work the way I wanted: locked-in defaults, little room to experiment, no easy path to try something new.
I wanted the freedom to swap in open-source engines like Tengine and Valkey, to see where something like FrankenPHP fits, to run on ARM when it made sense. Most platforms wouldn't let me near that. So I decided to build the one I actually wanted.
The Work That Led Here
The Work That Led Here
Before StoreFrame, I spent years as an employee and then as a ZZP'er, building for some of the Netherlands' largest agencies — Youwe, Dept, iO — on B2B and B2C projects of every size. I worked the whole stack: UX and UI, frontend, infrastructure, backend — and became one of the first hundred frontend Magento developers certified in the Netherlands.
My start was humbler than that sounds. I came from Indonesia to the Netherlands and never mastered the language — I understand some Dutch, but words were never my strong point, so I let the work speak. When I stopped contracting, I started StoreFrame.
Learning It One Step at a Time
Learning It One Step at a Time
StoreFrame started as a single frontend theme. Then it needed somewhere to run, so I learned infrastructure. Then it needed to be watched and operated, so I built a backend — the HUB. One step at a time, each layer because the one before it exposed the next problem.
I didn't know any of this when I started. I learned it by building, applying as I went — and that's what moved me up the ladder, together with the company. Vertically integrated, by necessity rather than ambition.
Sharpened in the Field
Sharpened in the Field
Even now, I still take on government, banking, and defense work from time to time — the kind where the bar for security and reliability leaves no room for shortcuts.
That work sharpens StoreFrame. It's why the platform treats data, access, and hardened defaults the way it does, even for a single Magento store.
The Best Out of People
The Best Out of People
It brings me back to where I started, in UX. Good design was never just nice colors and clickable buttons — red for danger, green for go. It's collaboration: a seamless experience between people and the technology they work in.
And the most important thing was never any one person — it's the team. My job is to bring the best out of people through systems, and to make the StoreFrame team ten times more than the sum of us.
The Mission
The Mission
I want to do things differently — to come at problems from a different angle, not repeat the same playbook. I believe in iteration that's actually implemented, not just foretold: every idea here earns its place by shipping, getting used, and proving out.
The mission is simple — to grow a close bond between the team, the companies we serve, and the people behind them, through technology. We develop, we grow, we hit bad times, and we grow through them.
This year alone, that meant growing tenfold in output — in support, in what we ship, in the team's skill, in how we communicate, and in what we know.
Partners & Integrations
Partners & Integrations
The companies and tools StoreFrame builds with and supports out of the box.
