Simone Pérèle: behind the seams of a
Magento 2 e-commerce project

With more than 70 years of experience, Simone Pérèle offers a resolutely glamorous product range that combines elegance and comfort.

As part of its international expansion policy and the diversification of its distribution strategy, Simone Pérèle wanted to launch an online sales platform. To support this project, the lingerie specialist called on Synolia for its expertise and experience in large-scale e-commerce projects.

A new distribution strategy for a brand in full transformation

Until then, the brand’s products had mainly been sold through multi-brand retailers and department store shop-in-shops in France and abroad. Online sales were only available in the North American market.

The Simone Pérèle house chose to take back control of its distribution. Favoring direct sales gives the brand the opportunity to better manage its customer relationships and get closer to its customers to understand them better. It therefore decided to develop its own retail network and open a new online sales platform for the European market.

Alongside this new distribution policy, Simone Pérèle began modernizing its image to win over a younger audience. In the midst of a transformation, the brand is reinventing itself, much like its products, which have stood the test of time, to reach a new, young, urban clientele.

The brand’s entry into this new era took shape in 2016 with the opening of its first boutique in the heart of Paris. This is only the beginning for the high-end lingerie specialist, as around twenty boutique openings are planned in France and abroad.

The Magento 2 platform powering a cross-channel strategy

In late 2016, Simone Pérèle unveiled a new e-commerce platform that not only lets customers buy the brand’s products online, but also showcases its history and savoir-faire and helps them find its various points of sale. The challenge of this project was to integrate digital into the brand’s new distribution strategy by offering its customers an end-to-end experience.
To build its new site, Simone Pérèle selected Magento 2 Enterprise Cloud Edition and Synolia, one of the vendor’s main partners in France.

“There is no need to choose between comfort and style,” said Simone Pérèle, the founder.

This philosophy also shaped the e-commerce site, which offers an optimal browsing experience while extending the brand’s refined, modern universe. The platform gives pride of place to visuals that showcase the products. They enrich the product pages so visitors can appreciate the quality of the famous lingerie label down to the last seam.

To help customers choose their lingerie, Simone Pérèle offers a “Morpho Test.” By answering a few questions about their body shape and preferences, customers are guided toward a selection of products suited to their figure. It is a way for Simone Pérèle to overcome the constraints of digital, provide personalized advice, and stay close to its clientele.

Once they have made their selection, customers can choose home delivery or pick up their order at the boutique of their choice. The new retailer wanted to build synergies between online and offline, using the Magento platform to drive traffic to its boutiques.

The e-commerce adventure is only just beginning for the brand. Simone Pérèle’s next step will be to extend online sales to other countries to serve its international clientele, which accounts for 75% of the house’s revenue. Eventually, online sales are expected to represent 10% of its revenue.