How can a brand reaffirm its outreach through its institutional site?
How to make a corporate site the faithful translation of an entrepreneurial trajectory forged since 1981?
Expertise
- Interactive map
- Ergonomics and UX
- SEO referencing
- Site vitrine
- UX design
Technologies
Year
- 2026
Meet the Beaumanoir Group
Major actor of fashion and lifestyle
Founded in 1981 and based in Saint-Malo, Groupe Beaumanoir has established itself as an essential player in fashion and lifestyle in France and internationally. More than 15,000 employees, 2,700 sales outlets worldwide and 10 logistics sites in France now comprise a major industrial ecosystem.
The Group brings together well-known ready-to-wear and lifestyle brands such as Cache Cache, Bonobo, Bréal, Vib
True to its Breton roots, the Group built its development on an entrepreneurial spirit assumed. The institutional site is aimed at a wide audience: economic partners, candidates, journalists, investors, as well as observers of the French retail ecosystem, who seek to better understand the Group’s trajectory and ambitions.
Context: A WordPress redesign thought to accompany a new brand dynamic
The previous institutional site had served its role for several years, but no longer fully reflected the Group’s current image and ambitions. The subject was not so much the one of a site to be rebuilt from scratch, as that of a corporate narrative to be put back in tune with the company’s recent trajectory.
Three issues quickly structured the project. The first, the attractiveness: give the site a visual and editorial presence aligned with the Group’s high-end and international positioning. The second is the user journey: allowing very different audiences (press, candidates, partners) to quickly find the content that concerns them. The third, performance: have a solid technical base, fast, accessible, capable of supporting future developments without technical debt.
The Group’s international dimension also required an additional requirement: to integrate native multilingual logic from the outset, so that the site could address the interlocutors outside France without friction.
Our approach: The WordPress Redesign
From Clermont-Ferrand, De Bussac Multimedia has led the entire project, from the scoping phase to the online launch. WordPress’s choice was established for its robustness, its mature ecosystem and the editorial freedom it offers to Beaumanoir Group’s internal teams, who wanted to be able to develop their content independently.
UX Cadrage and Information ArchitectureThe first phase was devoted to the structuring of the routes. A tree work has made it possible to prioritize content according to the expectations of each target, to fluidize access to information and to lay the foundations for a readable navigation, both on desktop and on mobile.
Artistic direction and visual identityThe graphic bias was designed to embody the Group’s international stature while keeping the expected sobriety of a corporate site. Typography, photographic processing, punctuation of interface elements: every detail was designed to serve the brand narrative without overload.
Custom WordPress DevelopmentThe integration was carried out on WordPress with a system of modular blocks, to offer editorial teams great flexibility in the composition of pages. The translation module has been installed and configured for independent multilingual content management, without structural constraints between language versions.
SEO optimization and performanceBackground work has been done on technical performance, semantic tags, image management and internal meshing. The objective: to improve the organic visibility of the site without compromise on the quality of the experience.
A corporate site aligned with the Group’s ambitions
The new institutional site offers a clearer reading of the Beaumanoir ecosystem, with an emphasis on the Group’s brands, trades and commitments. The fluidity of the routes and the quality of the staging contribute to a stronger perception of the international dimension of the company.
Since the beginning of the year, the site has recorded a solid attendance, with over 22,000 cumulative visits, a sign of continued interest from the target audiences. The Beaumanoir Group now has a corporate tool consistent with its new ambitions, capable of evolving internally and supporting brand growth over the next few years.
