The challenge
Brasilhair sells 100% Brazilian human hair from France — wigs (lace front, closure, full lace), weaves, raw virgin bundles, clip-ins and keratin extensions, alongside accessories, salon services and a professional training academy. Three things had to coexist in one storefront: a retail shopper buying a single wig, a salon professional buying wholesale, and a student booking a training course. Those are three different buyers with three different price expectations, and putting them on the same page usually means one of them leaves. The store also had to run in French for a domestic market while shipping to more than forty countries.
What we did
- Separated the retail catalogue from the professional and wholesale area, so trade pricing and bulk purchasing live behind their own path without the retail shopper ever seeing a price that undercuts what they are being asked to pay.
- Structured the wig catalogue by quality grade, construction (lace front, closure, full lace) and texture — the three attributes this category is genuinely selected on — rather than a flat product list.
- Built the training academy and salon services as bookable, enquiry-led sections beside the product catalogue, so the education side of the business is a revenue path rather than a page.
- Delivered the storefront in French for the domestic market, with the copy, currency and legal pages (including SIRET details) reading as a French business rather than a translated one.
- Configured international shipping to the forty-plus countries the brand serves, with rates and delivery expectations set per zone instead of a single flat promise the business cannot keep everywhere.
- Led on provenance throughout — Grade A certification, Brazilian origin and longevity claims placed on collection and product pages, because in a category crowded with synthetic product sold as human hair, proof is the conversion lever.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.