Gumotex

by METINAS&

ToTheMoonStudio

Kategoria

E-commerce

Klient

GUMOTEX Coating s.r.o.

Realizácia

3 months

ZOBRAZIŤ WEB

For GUMOTEX Boats, a European brand of inflatable boats, kayaks, and accessories, we built a comprehensive Shopify store designed for sales across the entire European Union. The shop operates in three languages (Czech, English, German) and covers the full range of the brand: from small accessories like valves and neoprene socks, through helmets and life vests, to professional boats for wild river rafting. The result is a robust, visually striking commercial tool that reflects the premium nature of the brand while managing the commercial complexity of sales across EU countries.

(VÍZIA)

The goal was not just to 'pour products into a template' - we aimed to build a store that truly represents GUMOTEX Boats as a European premium brand. Customers from Germany, the Czech Republic, or Poland should have an equally fulfilling shopping experience: the correct language, clear shipping and pricing information, and a visual presentation that evokes freedom and adventure on the water. The store also needed to handle an enormous variety of products without overwhelming customers among hundreds of items.

(PROBLÉM)

GUMOTEX Boats was entering the European online market with a clear ambition – a premium brand, international sales, three languages. The previous online solution did not meet the commercial or visual standards required by the brand. The client needed an e-shop capable of handling a vast range of products, international shipping, and a strong brand – all on one platform, without compromises in visual presentation.

(NÁŠ POSTUP)

From the start, we knew this would be a project with a higher-than-standard level of complexity - and we approached it accordingly. We based our work on the client’s provided brand manual, which served as the foundation for the visual language of the entire store. We developed the design comprehensively in Figma prior to the development phase, allowing us to fine-tune the UX to perfection and avoid costly changes later on. We chose Shopify with the Adventure theme for development, but the scope of customization required by the client ultimately necessitated deep interventions directly into the theme's code - display logic, product pages, filtering, and overall design underwent significant transformations. We configured Shopify Markets to ensure that each market had the correct language, currency, and shipping options.

(POTREBY UŽÍVATEĽA)

Customers need to quickly understand whether a given product is right for them – and this must be in their native language, with shipping to their country, at a clear price. They need to trust the brand even before clicking 'buy'. That’s why we emphasized consistency in visual language, clear product hierarchy, and comprehensible shipping conditions – without hidden surprises at checkout.

(VÝZVY)

The biggest challenge was the logistics of international shipping – connecting carriers for individual EU countries, setting customs and VAT rules depending on the destination, and correctly displaying shipping options according to the customer's location. Another significant complication was the depth of theme customization: we started the project with the assumption of a standard setup of the Adventure theme, but the client's design and functional requirements gradually led us to rewrite a significant portion of the theme's code – including the logic for displaying variants, layout of product pages, and navigation elements. Meanwhile, the product feed covers an extremely heterogeneous range: the same processing rules needed to work similarly for a valve costing a few euros and an expedition boat costing several thousand.

(USER CENTRIC)

The customer of the e-shop – typically an active water enthusiast, tourist, or outdoor lover – arrives with a specific intent: to find the right boat or equipment for their activity. Therefore, we decided to design navigation and filtering so that they wouldn’t get lost in the large catalog. Each product page is designed to provide enough information for informed decision-making – whether it’s technical specifications of the inflatable boat or the right size of neoprene socks.