What is NAF NAF?

NAF NAF is an iconic French womenswear brand, established in the 1970s, with 211 physical stores across France and Spain and a loyal, multigenerational customer base. Generating €138 million in annual revenue by 2021, with €10 million from eCommerce, NAF NAF identified Spain as a key market for digital growth. To elevate their online presence, they partnered with Lazy Ants to overhaul their eCommerce platform, transitioning from a Sylius-based system to a Shopify-powered ecosystem tailored for scalability and user engagement.

What is NAF NAF?

What Makes NAF NAF’s New Platform Unique?

The revamped NAF NAF Spain eCommerce platform combines cutting-edge technology, seamless omnichannel functionality, and a user-centric design to drive sales and customer satisfaction. Here are its key differentiators:

Scalable Multi-Store Architecture: Each country operates its own storefront with localized content, using IP geolocation and browser language detection for smart redirection, ensuring a tailored shopping experience.
Omnichannel Integration: Supports click-and-collect, in-store returns, and parcel return options, bridging online and offline retail for a seamless customer journey.
Robust Payment Ecosystem: Integrates popular Spanish payment methods like Klarna, Bizum, PayPal, Visa, and Mastercard, with gasless transactions for enhanced accessibility.
Dynamic Discount & Promo System: Features first-time buyer offers, bundle discounts, and time-limited campaigns with engaging visuals like badges and countdown timers.
SEO & UX Optimization: Static Site Generation (SSG), lazy loading, caching, and AI-powered search deliver sub-2-second page loads and top-tier SEO performance.

This blend of scalability, omnichannel functionality, and user-focused design positions NAF NAF’s platform as a leader in modern eCommerce.

How Lazy Ants Was Engaged in Designing and Building NAF NAF’s Platform?

When NAF NAF approached Lazy Ants, they sought a complete eCommerce overhaul to boost online sales in Spain, initially planning to use Sylius Plus. After a deep discovery phase, we recommended pivoting to Shopify for its out-of-the-box scalability and ease of use for the marketing team. Our role spanned strategy, design, technical architecture, and ongoing support to deliver a platform that drives measurable business outcomes.

How Did We Do It?

Shaping the Core Vision: We collaborated with NAF NAF’s stakeholders to refine their eCommerce goals, identifying key user personas—Spanish shoppers, omnichannel customers, and marketing teams. Workshops helped align features like multi-language support, omnichannel capabilities, and a user-friendly CMS with their needs, ensuring a platform that balances performance and manageability.
Architecting the Product: We designed a modular, Shopify-based architecture with Nuxt 3 for the frontend and Express.js for custom ERP syncs. The system integrates with PostgreSQL for data management and AWS for scalable hosting, ensuring high performance under peak loads. Omnichannel features, like click-and-collect and returns, were built to connect seamlessly with NAF NAF’s 211 physical stores.
Iterative Development and Testing: We prioritized a phased rollout, starting with the Spanish storefront, followed by payment integrations and discount systems. Rigorous testing, including GDPR compliance checks and performance stress tests, ensured reliability. Beta trials with Spanish customers refined UX elements like smart filtering and AI-powered search.
Strategic Guidance: We advised on discount strategies and customer segmentation to maximize engagement, avoiding common pitfalls like overly complex promo logic. Our guidance ensured transparent campaign mechanics, with clear rules for first-time buyers and online exclusives, fostering trust and conversions.
Ongoing Support: We provide continuous monitoring and optimization, ensuring the platform remains scalable and secure. We also guide NAF NAF on future expansions, such as additional markets or enhanced personalization, while maintaining compliance with GDPR, PCI-DSS, and ISO27001 standards.

What Did We Deliver?

Multi-Store Setup: Country-specific storefronts with IP geolocation and browser language detection for personalized shopping experiences.
Payment Integrations: A robust system supporting Klarna, Bizum, PayPal, Visa, and Mastercard, optimized for Spain’s market preferences.
Discount & Promo Management: Dynamic campaigns with first-time buyer offers, bundle discounts, and time-limited deals, enhanced by badges and countdown timers.
Returns Management: Self-service returns with ERP and logistics integration, supporting in-store and parcel options with automated label generation.
Key Integrations: ERP for inventory and order syncs, PIM for product localization, CRM for personalized email campaigns, and Mailjet for transactional/marketing emails.

What Tech We Focused the Most?

NAF NAF’s eCommerce platform is a robust, scalable infrastructure built for speed, security, and user engagement. We designed it to handle high traffic from day one, prioritizing flexibility and reliability.

Technological Foundation:

Frontend — A Seamless, App-Like Experience
Backend — A Robust, Scalable Core
DevOps & Hosting — Built for Resilience
Integrations — Automation That Drives Value
Fault-Tolerant by Design

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“NAF NAF’s platform is about performance, scalability, and user delight. We built a system that not only handles high traffic but also empowers the marketing team to drive sales without developer dependency.” — Lazy Ants’ CTO, Alex Harmatenko

Alex Harmatenko

CTO

Conclusions

Lazy Ants proudly partnered with NAF NAF Spain to deliver a transformative eCommerce platform, leveraging our expertise in Shopify and omnichannel retail to create a scalable, user-centric ecosystem. By aligning NAF NAF’s vision with our strategic and technical capabilities, we achieved a 24% growth in online orders and over 70% of total sales through the new platform. This collaboration underscores Lazy Ants’ commitment to building high-performance digital solutions that drive real business impact.

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