Samange: one fashion catalogue selling to four countries, wholesale and retail
A boutique apparel and accessories store running B2B and B2C from the same catalogue, in six language versions across four markets, with around 6,000 product cards where every model carries its own colours and sizes.
El desafío
Selling boutique apparel in four countries is not one storefront translated four times. Each market has its own currency and its own price, and a Ukrainian customer may want the site in Ukrainian, Russian or English while a Polish one wants only Polish.
The catalogue makes it harder. Around 6,000 product cards sit under 37 categories across outerwear, clothing, shoes and accessories, and a single model exists as several colours, each with its own sizes and its own stock. A coat in bronze and the same coat in gold are separate things to buy and one thing to merchandise.
On top of that the same catalogue has to serve two kinds of buyer. Wholesale accounts and retail customers want different prices and a different checkout, but nobody wants to maintain two stores.
La solución
One catalogue, six storefronts
The site runs six language versions across four markets: Ukrainian, Russian and English for Ukraine, then Polish, Romanian and Czech. Each has its own URL path, its own translated catalogue and its own currency and prices, and all of them read from a single product catalogue rather than from copies that drift apart.
Colours and sizes as real variants
A product card is a model in a colour, with its own address, its own photography and its own stock. Sizes sit inside it. The customer switches colour without losing their place, and the shop tracks availability per variant instead of per model.
Wholesale and retail side by side
B2B buyers have their own entry point and their own terms while browsing the same catalogue as retail customers. One product range, one set of photography, two ways to buy.
Merchandising, not just a grid
Lookbooks, seasonal collections and promotional spotlights carry the brand story on the same pages that sell. A wishlist lets customers hold pieces they are deciding on, and social sharing puts a look in front of people who never opened the catalogue.