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Léa Nature has been making natural and organic products since 1993. The group brings together twenty brands (Jardin BiO étic, Eau Thermale Jonzac, SO BiO étic, etc.) and more than 2,500 SKUs across food, health and wellness, personal care and beauty, and home. Its brands are sold through several distribution networks: supermarkets and hypermarkets, specialty retail (pharmacies, drugstores, organic stores) and online. Until then, each brand had its own showcase website reflecting its identity, and online sales, though minimal, took place on the parent brand’s site, Léa Nature. In 2023, the company decided to shift to a B2C strategy and launch an e-commerce platform bringing all the group’s brands together for a better customer experience. Synolia led this multi-brand replatforming on Adobe Commerce.
Léa Nature, home to twenty natural and organic brands, has grown for more than thirty years through B2B2C sales via supermarkets and specialty networks (organic stores, drugstores, etc.). Historically, Léa Nature’s B2C e-commerce site (first on Prestashop, then on Magento and Adobe Commerce, developed by Synolia) was an additional sales channel that accounted for only a small share of revenue. The reason: the group’s twenty brands were presented on showcase sites that sat apart from the e-commerce site. The buying journey was fragmented and caused heavy traffic loss.
“E-commerce sales were never really a strong focus for us (...). On top of that, we had a kind of internal competition between our e-shop and our various showcase sites. It diluted traffic without ever turning it into conversions.”
In 2023, Léa Nature set out to pivot toward an omnichannel B2C strategy, with an e-commerce platform that brings all its brands together and addresses acquisition, conversion and loyalty challenges.
Aurélie Camus, Digital Project Manager, and Marion Bellois, E-shop Manager, led a major replatforming project for the Léa Nature e-commerce site. They brought in Synolia to support this multi-brand replatforming on Adobe Commerce.
Bring an ecosystem of brands together on a single, customer-centric platform while preserving each brand’s identity.
For Léa Nature, the project was mainly a UX/UI and front-end challenge: giving each brand its own space, smoothing the user journey across the different brand universes, and enabling cross-brand carts.
Because the existing site ran on Magento, the multi-brand platform could easily be built on Adobe Commerce (same technical foundation) while keeping the existing data flows. That is why the Léa Nature teams chose this solution.
“We wanted to bring all our brands onto a shoppable site while letting each one keep its own space, its DNA and its share of voice.”
Adobe Commerce was chosen for continuity (keeping existing data flows stable), but also for its technical robustness, security and international potential.
An e-commerce expert for more than twenty years and certified on Magento and Adobe Commerce, Synolia stood out as the partner of choice for this replatforming project. From specification workshops to go-live, the project took one year. Synolia also supported Léa Nature on a project tied to the e-commerce platform: data flow management with the Quable PIM.
Our services for Léa Nature: specification workshops, development, Quable PIM integration and application maintenance.
The Léa Nature replatforming project meant a major transformation for the company: moving from a historically B2B2C strategy to D2C. The site’s specification workshops therefore involved many stakeholders: Léa Nature’s marketing, communications and trade marketing teams, the cosmetics and food general management teams, and the IT department. For the operational teams running the project (e-shop, brand content and technical), a key challenge was getting each brand’s teams on board with the group strategy and the single-platform concept.
“Meetings, meetings, meetings… We held meetings at every strategic stage of the project to present the wireframes, the mockups, the demos… We had to support the change while always keeping a cross-functional view.”
Thanks to the replatforming, the Léa Nature site now gives all its brands better visibility, especially those that previously had no space of their own. The group’s media budget is also optimized, since it all goes to one single platform. No more spreading paid search budgets thin! Campaigns and traffic and conversion goals are concentrated on a single platform for greater efficiency.
“This new platform also helped us streamline our content. Before, each brand had its own content. Today we pool our efforts and gain consistency.”
Another internal benefit: the platform creates a shared context for all Léa Nature brands and encourages teams to collaborate. Finally, the user experience is significantly better. The buying journey is much smoother.
“This e-commerce site changes everything because, before, a user who wanted to buy something had to leave the brand’s site and complete the purchase on the Léa Nature site. Today, the user journey is simplified and seamless. It builds better awareness of the brands and of Léa Nature, and boosts cross-brand purchases.”
Léa Nature successfully transformed its digital approach by unifying its multi-brand ecosystem on Adobe Commerce. With its new platform, the group now expects growth in revenue and key metrics.
To reach these goals, the group is already planning the next step of its B2B, customer-centric strategy: building deeper customer knowledge by integrating a Customer Data Platform and a CRM with its e-commerce site.
“We had a twofold challenge: bringing our digital ecosystem together while respecting each brand’s DNA. Thanks to Adobe Commerce and Synolia’s support, we made that leap successfully. Today, our brands are more visible, and we have a centralized tool that lets us evolve efficiently.”
Want to learn more about our e-commerce projects? Contact Synolia, your e-commerce partner agency!
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