Lukomorye Case Study: Redesign and Development of a Wholesale Children's Knitwear Online Store

Context: What Was There Before Us

Lukomorye is a Russian manufacturer of children’s tights and socks. Over 17 years, the brand has produced more than 18 million items on Italian and Korean equipment and sells directly to wholesale buyers, without intermediaries.

The old website did not match this level. The dark design did not reflect the character of a children’s brand, and wholesale buyers found it hard to choose products and build an order.

The task: create a bright, modern website and turn the catalog into a working tool for wholesale purchasing.

What We Took into Account When Designing

A wholesale buyer chooses products differently from a retail customer. We built four principles into the structure.

Repeat purchases. Wholesale buyers regularly reorder the same items, so fast search by name and article number is essential.

Seasonality. Orders are put together for a season, so the catalog needs filters by size, gender, color, category, and season.

Minimum order quantity. An order below the minimum batch is unprofitable for the manufacturer, so the store has to control the volume on its own.

Trust in the manufacturer. Buyers choose a factory, not just a product, so the site shows key figures and photos of the production.

Solution

The name became the design concept. The name “Lukomorye” evokes the green oak from a well-known line of Russian poetry. That is why an oak leaf appeared in the logo and a light green color in the palette. The leaf shows through as a background behind section headings, and non-standard shapes of buttons and cards make the style recognizable.

A catalog of 7 categories. Openwork, patterned, and plain tights, polyamide tights, socks and knee-highs, children’s and adult knitwear. Buyers filter products by gender, size, color, category, and season, and build an order without calling a manager.

Personal account. Order history, favorites, and a cart. Favorites help buyers set aside items for a seasonal purchase.

The home screen sells to wholesale buyers. The offer “from the manufacturer, no intermediary markups” sits on the first screen, next to a button to download the catalog.

Under the Hood

The store automatically checks the minimum order quantity: an order below the minimum batch cannot be placed, and the buyer sees how much to add. Search works by name and article number, and the article number is shown on product cards.

A separate partner page and a downloadable catalog are available for partners. The site is adapted for desktop, tablet, and smartphone: filters, search, favorites, and the cart work on every device.

Result

• Structure: 7 catalog categories, nearly 200 products, filters by 5 parameters
• Functions: article number search, personal account, automatic minimum order control, downloadable catalog
• Development time: 15 weeks