TOUS is a Spanish jewelry house with a century of history and boutiques around the world. ANIART built the brand's official online store for the Ukrainian market — a local e-commerce that lives up to the company's global standards, from strict brand-book fidelity to the loading speed a luxury audience expects.
Context: a global brand enters a local market
TOUS means over a hundred years of history, the recognizable bear as the brand's symbol, and a network of boutiques across dozens of countries. When a house like this enters a new market, its online store can't be "just a website": it is a full storefront by which customers judge the company's level before their first purchase.
Our task was to create the official TOUS store for Ukraine so that it looked and worked like part of the brand's global ecosystem, while accounting for local realities — the language, payment habits and logistics of the Ukrainian shopper.
The challenge: world-brand standards and local realities
Launching a global brand's local store is always work at the intersection of two worlds. On one side — strict guidelines: typography, grids, photography treatment, tone of voice, all under the oversight of the international TOUS team. On the other — the Ukrainian shopper's expectations: familiar payment methods, clear delivery, a fast and intuitive interface.
Why the details aren't details here
In the premium segment trust is built on details. A slow catalog page, "foreign" payment options or sloppy layout instantly read as a mismatch with the brand's level. So every element of the store had to satisfy both the TOUS brand book and the practical expectations of the local market.
| Global brand requirement | How we delivered on the local market |
|---|---|
| Brand-book compliance | Layout and typography strictly per TOUS guidelines |
| Multilingual | Interface and content model ready for several locales |
| Local payments | LiqPay integration for methods familiar to Ukrainian buyers |
| Transparent analytics | GA4 and GTM for the brand's marketing team |
| Speed | Optimized catalog loading for luxury expectations |
Approach: a store as part of the global ecosystem
We built the store from the brand, not from a template: first we locked down the visual and content standards with the TOUS team, and only then moved them into a flexible content model able to work with several languages and seasonal collections.
- Aligned brand standards with the international team: typography, photo treatment, tone of voice.
- Designed a multilingual content model for the collection catalog and seasonal updates.
- Integrated local payments via LiqPay and connected delivery.
- Set up GA4 + GTM analytics for the marketing team.
- Optimized catalog speed and moved the store into supported operation.
What we built
The finished store combines the global TOUS identity with a convenient local service.
Collection catalog
The brand's full range with careful presentation of every item.
Multilingual
A content model ready for several locales with no duplicated logic.
Local payment
LiqPay — settlement methods familiar to the Ukrainian shopper.
Analytics
GA4 and GTM to measure behavior and campaign performance.
Architecture and technology
The store runs on a PHP and MySQL stack with payments via LiqPay and analytics on GA4 and GTM. Special attention went to catalog speed: for a luxury audience, smoothness and an instant interface response are part of the product feel, not a technical detail.
Result
Ukrainian shoppers got an official TOUS purchase channel with local payments and delivery, and the brand got a store that lives up to its worldwide quality standards and is ready to grow with new collections. We continue to provide technical support for the project.
Planning to bring an international brand to the Ukrainian market or refresh an existing store? Browse our other projects or get in touch to discuss yours.
