More and more fashion brands are choosing Shopify to modernize their e-commerce sites and simplify their day-to-day management. Soeur is one of those who have taken the plunge.
Founded in 2008 by Domitille and Angélique Brion, the French brand has made a name for itself with a women’s wardrobe that is refined, durable and timeless. Its sober, coherent universe has built a loyal community in France and abroad.
But to keep pace with this growth, Soeur needed a more agile, high-performance platform. By migrating to Shopify, the brand made a strategic choice: to reinforce its autonomy, improve the shopping experience and lay the foundations for more solid digital development.
Brand background
Since its creation, Soeur has cultivated a strong identity. Its style blends clean lines, a sober color palette and timeless cuts, far removed from the effects of fashion. This consistency has enabled Soeur to build a consistent brand image and attract a loyal clientele in France and abroad.
The brand has also developed a solid omnichannel strategy, with a network of physical boutiques, corners in department stores and an e-shop that plays a central role in its business. Digital is not a secondary channel for Soeur. It’s an essential growth lever and a direct point of contact with its community. This is also what made the question of its e-commerce platform all the more critical.
Why change your e-commerce solution?
Changing e-commerce solutions is not a decision taken lightly. But many brands eventually reach a point where their historical platform – Magento, Salesforce Commerce Cloud, PrestaShop, or a bespoke solution – becomes more of a hindrance than a lever.
The symptoms are often the same:
- technical developments that are too slow,
- constant dependence on a development team,
- high costs for inconspicuous results,
- a customer experience that no longer evolves,
- and integrations that become unstable as the stack becomes more complex.
These limitations can be enough to hold back an ambitious e-commerce strategy, particularly in terms of autonomy, mobile performance or international deployment.
Before and after: what a migration to Shopify means in practice
| Frequent problems | What Shopify offers |
|---|---|
| Extensive technical updates, constant server maintenance | SaaS platform, managed, always up-to-date |
| Strong dependence on agencies for every development | Autonomous in-house team for most tasks |
| Unfluid mobile journey, rigid UX | Mobile-first optimized themes, quick customization |
| Complex integrations (CRM, ERP, logistics) | App ecosystem + well-documented native APIs |
| Weak marketing agility (landing pages, A/B tests, etc.) | Creating pages and campaigns without technical know-how |
| Difficulty managing multiple countries/currencies/languages | Natively integrated multi-market functions |
In plain English
To continue on a platform that has become rigid is to accept a structural slowdown.
For a brand like Soeur, migrating to Shopify allows us to focus on the essentials: offering a fluid experience to our customers, bringing our brand to life, and managing our e-commerce with agility.
Why did Soeur choose Shopify?
Faced with these limitations, Soeur needed a platform capable of supporting its growth. Shopify was the obvious choice for several reasons. The platform combines ease of use for staff with sufficient flexibility to manage a demanding fashion catalog.
For a brand like Soeur, several points were essential:
- Inventory and collection management: Shopify makes it easy to highlight new items, organize seasonal campaigns and track availability in real time.
- The mobile experience: the majority of e-commerce traffic now comes from mobile devices. Shopify offers optimized themes and fluid navigation, key for a fashion brand that attracts a young, connected clientele.
- Internationalization: Shopify makes it easy to manage multiple currencies, languages and delivery zones. An asset to support Soeur’s expansion outside France.
- Integration with third-party tools: CRM, email marketing, logistics or analytics. The Shopify ecosystem offers a wide choice of applications, making it easy to set up a complete environment.
Finally, Shopify’s infrastructure ensures stable performance and enhanced security. These are essential elements for a brand that needs to inspire confidence and offer a frictionless shopping experience.
How did Soeur successfully migrate to Shopify?
Migrating an e-commerce site is more than just moving a product catalog. It involves technical, design and internal organizational changes. The logic behind this transition is clear: to simplify the day-to-day management of the site, while laying a more robust technical foundation to support the brand’s growth.
Most Shopify migration projects follow a structured sequence:
- Framing the project
We start by laying the foundations: what are the objectives of the migration? What are the limitations of the existing system? What constraints need to be taken into account (inventory, SEO, ERP, etc.)? This phase aligns the teams and defines a clear roadmap. - Content preparation
Products, collections, pages, customer accounts, order histories… Everything is sorted, cleaned and ready for migration. This is also an opportunity to review the catalog structure or simplify certain logics. - UX/UI design and adaptation
Migration is often an opportunity to review ergonomics: mobile navigation, content hierarchy, filters, shopping tunnel. Depending on the case, we start with an existing Shopify theme or develop a custom theme aligned with the brand’s identity. - Data migration and back-office configuration
Data is imported into Shopify and the various modules (payment, delivery, taxes, currency, CRM, marketing tools) are parameterized. The aim: to have everything running smoothly on launch day. - SEO and redirections
To avoid any loss of visibility, we reproduce the essential tags (title, H1, meta descriptions), check the URLs and set up 301 redirections. The internal mesh is adjusted if necessary. - Tests and recipes
Each part of the site is tested: pages, customer path, payment, transactional e-mails, mobile display. We also check performance (loading time, browser compatibility, indexability). - On-line launch and post-launch monitoring
Once the switchover has been completed, close monitoring enables us to quickly detect any points of friction and adjust according to feedback.
This type of migration can be completed in several weeks or months, depending on the complexity of the original site, the brand’s objectives, and the level of customization desired on Shopify.
In short: a successful Shopify migration means…
- frame the project from the outset,
- clean up and structure content,
- preserve existing SEO,
- anticipate the integration of business tools,
- and involve teams in the recovery phase.
A well-executed migration can’t be seen. But it can be felt, both on the customer side and in the back office.
Expected impact
With Shopify, Soeur now has a solid foundation to support its growth. The brand can evolve its site more quickly, test new approaches and improve the shopping experience without relying on complex development.
The autonomy of marketing and e-commerce teams has also been reinforced. They can manage catalogs, campaigns and editorial pages directly from the interface, without the need for technical support.
In the medium term, this migration should also support the brand’s international development. A stable, multilingual, high-performance platform is becoming an essential asset in bringing the Soeur universe to a wider audience.
Conclusion
In migrating to Shopify, Soeur has made a pragmatic, forward-looking choice. The brand now relies on a platform capable of keeping pace with its growth and enhancing the consistency of its online experience.
This shift illustrates a fundamental trend: more and more fashion brands are choosing Shopify to combine performance, autonomy and scalability, without compromising on image or customer experience.
👉 Are you considering migrating to Shopify or redesigning your e-commerce site?
At KNR, we support fashion brands in their e-commerce projects, with method and transparency.
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