Multi-language Enterprise Lingerie Store Built From Scratch

Introduction

We partnered with a women’s lingerie and nightwear brand to craft a Shopify experience tailored to the UAE market, balancing elegance, technical precision, and regional localisation. Built entirely from scratch without relying on a pre-built theme, the store blends sophisticated UX with advanced commerce functionality designed around how customers actually shop for intimate apparel.

The Challenge

A leading lingerie and nightwear brand required a fully localised Shopify experience for the UAE market, combining RTL support in Arabic, complex sizing logic, loyalty integration, and omnichannel features such as live shopping and Airtable synchronisation. Standard themes and apps couldn’t support the brand’s UX, merchandising, and regional commerce requirements.

The Solution

We built a fully custom Shopify storefront from scratch, delivering bilingual RTL functionality, advanced size-selection logic, loyalty and live-shopping integrations, and Airtable data synchronisation. The solution unified commerce, customer engagement, and backend operations while maintaining premium UX, localised payments, and scalable architecture tailored to the brand’s regional growth.

— Launching in the UAE required much more than just translating our store. We needed Arabic RTL support, complex sizing logic, and integrations that could support both online and in-store experiences. The new Shopify platform delivers exactly that - it feels premium, works flawlessly in both languages, and gives our team much better control over operations.”

We implemented a fully custom Shopify storefront, engineered for a domain and country-specific UAE experience. The store supports bilingual browsing with an English-Arabic language switcher, including full RTL (right-to-left) layout adaptation, ensuring linguistic accuracy and seamless navigation across both languages.

Navigation & UX Experience

To support large product catalogues and promotional merchandising, we developed a custom mega-menu featuring:

• Multi-level product categories
• Embedded promotional blocks
• Mobile-optimised navigation behaviour
• Sticky header functionality for persistent access

This structure improves discovery while maintaining a premium editorial feel.

Product Page Experience

Because lingerie sizing is uniquely complex, the PDP was developed with advanced customisation:

• Separate selectors for band size and cup size
• Dynamic size guide modal (app-free)
• Custom “Find My Size” calculator with input/output logic
• Image zoom and gallery slider
• Promotional badges powered by tags/metafields
• Dynamic cross-sell and recommendations

The result is a guided, confidence-building purchase journey.

Promotions & Pricing

We implemented multi-buy promotional logic with consistent visibility across the PLP, PDP, and cart, ensuring shoppers clearly understand bundle incentives and savings.

Customer Accounts

The account ecosystem was designed as a full self-service hub, including:

• Sign-in, registration, and password recovery
• Logged-in vs logged-out state logic
• Account dashboard
• Profile management (personal info, password)
• Address book management
• Validation and error handling

Orders functionality includes:

• Dedicated order list page
• Status indicators and reference visibility
• Search by order number
• Filters by status and date
• Detailed order breakdown pages

Wishlist

Customers can save products directly from product cards, with wishlist data persisting inside their accounts and accessible via a dedicated page.

Loyalty & Rewards Integration

We integrated the Amirah Club loyalty program, embedding rewards messaging across the experience. Customers see loyalty benefits during registration and within their account dashboards, strengthening retention and repeat purchases.

Payments & Checkout

The checkout experience includes Tabby integration, enabling interest-free instalment payments. Messaging is displayed on PDP and CMS pages, with full validation and checkout compatibility.

Store Locator

We integrated a store locator powered by Stockist, enabling:

• Location filtering
• Embedded maps
• Store detail displays

This bridges online browsing and in-store discovery.

Live Shopping Integration

To support immersive commerce, we implemented live shopping functionality featuring:

• Live video feed integration
• Video listings and playback
• Highlight tagging and duration visibility

This creates real-time engagement between the brand and shoppers.

Compliance & Tracking

We deployed a cookie consent system with granular preference controls (required, analytics, marketing) alongside governed script and tracking management.

Email Experience

All transactional and lifecycle emails were redesigned to reflect the brand’s visual identity and tone of voice.

Airtable Integration (Custom Build)

A major operational component was the custom Airtable integration, enabling structured data synchronisation between platforms:

• Data synchronisation between Shopify and Airtable
• Structured data mapping for products
• Automated data updates without manual intervention
• Secure API-based connection
• Error handling and data validation logic
• Scalable architecture allowing future Airtable extensions

This eliminated manual data handling while improving merchandising accuracy and operational efficiency.

The Results

The custom platform successfully localised the brand’s ecommerce experience for the UAE market, delivering bilingual RTL usability alongside sophisticated sizing tools that reduce purchase hesitation. Loyalty integration, live shopping, and flexible promotions strengthened engagement, while Airtable synchronisation streamlined backend operations, creating a unified ecosystem that supports both customer retention and merchandising scalability.