In 2008, Lotura developed an innovative online shop for AlfaHogar which was based around a community of sewing enthusiasts. The aim of this platform was to create a community of sewing enthusiasts and enable them make their own creations (DIY). Users had a space to chat, share, buy and sell. They could also listen to ideas and suggestions in a space which was specially created and designed for users, thereby promoting the concept of "handmade" goods and the customisation of clothes among the younger generation.
Until then, online shops had been nothing more than catalogues of products. With "Sew with Alfa", users were able to have their own blog, personal forums, a shop to sell their creations, an academy, patterns and the official shop itself, complete with a wealth of audiovisual material for learning how to use a sewing machine. It won several awards and was mentioned by various industry magazines as an example of e-commerce marketing. Lotura developed the design, features and programming for the entire site. It was also responsible for the launch of the social network and the corresponding marketing plan. Lotura additionally developed the customer service platform which responded to queries from community users. In order to implement this project, Lotura worked in partnership with an advertising and telemarketing company which responded to the user.
Due to a strategic change in the online sales model for sewing machines, Alfa hogar continued to market its products under its brand name and its own website.