Delsey chooses Shopify Plus to accelerate its international growth
Founded in 1946, Delsey has been an iconic luggage brand for nearly 80 years. Today, the brand is evolving its positioning with a bold ambition: to go beyond simple luggage and become a true mobility partner. A new vision embodied by its tagline: "Designed to move you."
To support this transformation, Delsey wanted to rethink its e-commerce experience and harmonize its digital presence on a global scale.
The goal? To merge its French and international stores to build a solid European foundation (Delsey.com) before rolling it out to North American markets.
To meet this technical and strategic challenge, Delsey called on Axome's expertise. The plan: a major e-commerce redesign on Shopify Plus, a complex data migration, and the development of custom features to deliver an experience that lives up to this new positioning.
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The challenges of a large-scale international site migration
Merging two e-commerce environments into one Shopify Plusunified platform required expert catalog restructuring. The Axome technical team performed a massive overhaul of the data model. This challenge was driven not only by the combination of stores but, more importantly, by a radical change in product architecture: moving from a classic model to a dedicated product page for each color and size. The result: a much larger and more complex catalog to manage in order to meet new sales standards.
Such a redesign also required absolute protection of traffic and operations:
- Massive SEO redirects: An ultra-precise plan was deployed to handle the multiplication of URLs (linked to the new product pages) and prevent any loss of visibility.
- Secure technical transition: The historical migration of orders and customer data was carried out seamlessly.
- Multi-currency and multi-country management: Already equipped with Global-e, the brand benefited from a solution tailored to the specificities of each European market (catalog, shipping, tax). We therefore ensured the migration of this solution into the new e-commerce environment.
An e-commerce experience designed for every moment of mobility
On the front end, the redesign offers a clearer and more immersive experience, designed to support customers on all their journeys, from daily commutes to major trips. The navigation allows users to explore the catalog by format, usage, material, or need, whether they are choosing a suitcase for a vacation or a backpack for their daily commute. The site also alternates between inspirational content, collection highlights, and product reassurance to add rhythm to the user journey.
The UX goes further in addressing friction points related to different mobility needs : clear product specifications, compatibility information, and decision-making support integrated directly into the journey. The cabin compatibility feature, in particular, allows users to quickly check if a suitcase meets airline requirements—a practical detail that builds confidence in the purchasing decision.
Visually, the UI remains highly editorial and premium, featuring large visuals, a strong focus on the product, and a design direction that preserves Delsey’s brand identity while making the experience more e-commerce-oriented.
A dynamic and tailored user experience
In a rapidly evolving mobility sector, Delsey aims to go beyond traditional luggage and strengthen its presence in new categories, particularly backpacks. The online journey must therefore embody this new brand vision, summarized by its tagline, "Designed to move you."
At Delsey's request, the user interface (UI) design emphasizes movement: numerous animations have been integrated throughout the navigation to visually translate this promise of mobility, fluidity, and freedom of movement, whatever the journey.
Regarding performance, our agency connected an ecosystem of key applications (Reversia, Dialog, Join, Klaviyo) to optimize customer service and engage the community. At the same time, the implementation of key automations (management of commercial rollouts, dynamic tags) now saves the teams valuable time in their daily operations.
E-commerce store duplication: setting course for the United States and Canada
Once the European core model was stabilized and successfully launched, the next challenge emerged: deploying that same seamless experience across the Atlantic. Following the launch of the European site, Axome managed the duplication of the e-commerce store for the United States and Canada in just one month.
The infrastructure had to be adapted to local requirements:
- Adjusting third-party applications and payment methods.
- Redesigning specific webmastering to highlight collections tailored to the North American market.
- Technical monitoring and rigorous quality assurance testing.
The responsiveness of our teams ensured a flawless transition.
A successful redesign
Delsey Paris now has a robust, scalable e-commerce infrastructure built for its international ambitions. A platform capable of supporting its new positioning, showcasing all its collections, and driving its growth in the mobility market. From the strength of the data model to the fluidity of the navigation, the goal has been achieved. A huge thank you to the Delsey teams for their trust throughout this intense digital journey.
Does your brand have international ambitions? Whether for a complex migration, market duplication, or the development of a custom e-commerce ecosystem, Axome supports you at every step. Contact us to discuss your project and boost your online sales!
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