What was the situation?
Celio group ran its brands across more than 10 countries and 1220 stores from the executive committee down, but e-commerce sat at a 4.7% revenue share, the loyalty program was untapped, the UX and the e-commerce tech and data stack needed restructuring, and the recovered Camaieu brand had no online presence.
What did ARCHITEKT do?
The ARCHITEKT operators led the omnichannel transformation inside Celio group. Erwan Deschamps drove the omnicommerce, digital and data strategy from the executive committee, launching a loyalty program, restructuring the UX and the e-commerce tech and data stack into an international composable platform, and moving the group onto a data-mesh organization, while Anthony Chevalier ran digital product and omnichannel delivery and relaunched Camaieu on the existing architecture.
What changed, measurably?
The e-commerce revenue share grew from 4.7% to 7%, average basket rose 13%, repeat business moved from 1.4 to 3, the Camaieu online relaunch added EUR 2.5M, and the data-mesh replatforming cut total cost of ownership by 30%.
Celio’s two brands stopped running as separate channels, so one composable platform carried Celio and Camaieu together and turned e-commerce from a 4.7% sideline into a 7% share of group revenue.
How does a second brand launch online in six months?
Camaieu reused the Celio platform architecture instead of starting from a blank page, so the online relaunch shipped in six months on a proven composable stack, which is what added EUR 2.5M while the shared design system saved EUR 400K against agency outsourcing.
What lets an omnichannel stack cut cost while it grows revenue?
The e-commerce tech and data stack was restructured into an international composable platform on a data-mesh organization, so the same replatforming that lifted average basket 13% and repeat business from 1.4 to 3 also took 30% out of total cost of ownership rather than adding to it.
- What did the Celio transformation cover?
- It ran from the executive committee across more than 10 countries and 1220 stores, launching a loyalty program, restructuring the UX and the e-commerce tech and data stack into an international composable platform, moving the group onto a data-mesh organization, and relaunching the recovered Camaieu brand online.
- How far did e-commerce grow at Celio?
- The e-commerce revenue share moved from 4.7% to 7% of group revenue, with average basket up 13% and repeat business up from 1.4 to 3.