Marina Anouilh

The problem

A ready-to-wear maison that sells mostly in store, with an online shop that knew nothing about real stock. Mountain addresses, and an international clientele that buys in person then reorders from a distance — often from another country, and expecting the parcel to arrive without a customs bill at the door.

The mandate

This is not a storefront we delivered and left. We run the commerce: the tills in the boutiques and the shop on the web, one catalogue and one stock across both, the customs identity that lets a parcel cross a border cleanly, and the visibility work that decides whether the maison is found at all. The boutiques and the online shop, on one system, year after year.

What we built

• A Shopify storefront drawn on the maison's own editorial direction, not on a bought theme.
• Runway-grade product pages — here the photograph carries the sale.
• Lightspeed X-Series across the boutiques, with a register of its own for the web. The till and the storefront read the same stock, so a piece sold in the mountains stops being for sale online the same minute.
• Both boutiques set up to fulfil online orders, so the web is served from the shop floor rather than from a warehouse that does not exist.
• Delivery to 233 countries, with DHL quoting the real rate at checkout rather than a flat rate guessed in advance. The customer sees the exact amount before paying, and the maison absorbs no shortfall on a parcel going far. Switzerland and Liechtenstein have a zone of their own.
• Every piece carries its customs identity in the catalogue — tariff code, country of manufacture, shipping weight. That is what lets the duty be worked out up front and the declaration be produced without anyone retyping anything, instead of the parcel being held at a border.
• Three languages, each market on its own addresses, so a German reader and a French reader are not served the same page under the same URL.
• A robots.txt that names nineteen AI agents one by one and lets each of them in, an llms.txt that states plainly what the maison is and where it sells, and structured data that says exactly what the pages say.