WooCommerce redesign and a seventeen-language store for Luxurious Fragrances
A 3,800-product perfume store taken in hand: full audit, version catch-up, theme rebuilt on GeneratePress, seventeen languages with TranslatePress and a Redis cache. We also run the dedicated server, and we have followed the site since late 2024.
The Challenge
Luxurious Fragrances sells perfume, with a catalogue of more than 3,800 references and customers across Europe. The store has been running on WordPress and WooCommerce since 2019, and the site had grown by successive additions around the Avada theme and its page builder.
When we came in at the end of 2024, the foundation was several versions behind: WordPress, WooCommerce and some forty plugins, a few of them abandoned by their authors. Every public page was rendered by the builder, with the weight that implies on a catalogue of that size.
The store was already selling outside France, in French only. Translating the catalogue first required a technical base able to serve several languages without doubling response times. And the client wanted their SEO agency to work on a clean structure.
When we came in at the end of 2024, the foundation was several versions behind: WordPress, WooCommerce and some forty plugins, a few of them abandoned by their authors. Every public page was rendered by the builder, with the weight that implies on a catalogue of that size.
The store was already selling outside France, in French only. Translating the catalogue first required a technical base able to serve several languages without doubling response times. And the client wanted their SEO agency to work on a clean structure.
Our Solution
We started with a full assessment, then with bringing the site back up to date. WordPress, WooCommerce and every plugin were upgraded in order, with the matching tests, until everything sat on maintained versions. The Redis object cache went in straight after, at the end of 2024.
The theme was then rebuilt on GeneratePress, a light base suited to search, with GenerateBlocks and a child theme for everything specific to the store. Avada, its builder and the plugins that depended on it were removed from the site.
The store now speaks seventeen languages through TranslatePress: French by default, then German, Dutch, English, Spanish, Italian, Portuguese, Lithuanian, Polish, Danish, Swedish, Hungarian, Czech, Slovak, Romanian, Greek and Finnish. Each language has its own addresses, translated slugs and hreflang tags.
TranslatePress carries a known rendering cost, since interface strings are translated again on every page. We turned that off where it served no purpose, and the rest goes through the Redis object cache and a page cache kept separately for each language. Images are served as WebP, and unused scripts are removed page by page.
We also handle the dedicated server management: operating system, PHP, firewall, backups and Redis instances isolated per site. The store's protection is custom built, with an anti-fraud module that blocks card testing campaigns and an anti-spam module on registrations. All of it remains a standard WooCommerce store, with no added technical debt.
The theme was then rebuilt on GeneratePress, a light base suited to search, with GenerateBlocks and a child theme for everything specific to the store. Avada, its builder and the plugins that depended on it were removed from the site.
The store now speaks seventeen languages through TranslatePress: French by default, then German, Dutch, English, Spanish, Italian, Portuguese, Lithuanian, Polish, Danish, Swedish, Hungarian, Czech, Slovak, Romanian, Greek and Finnish. Each language has its own addresses, translated slugs and hreflang tags.
TranslatePress carries a known rendering cost, since interface strings are translated again on every page. We turned that off where it served no purpose, and the rest goes through the Redis object cache and a page cache kept separately for each language. Images are served as WebP, and unused scripts are removed page by page.
We also handle the dedicated server management: operating system, PHP, firewall, backups and Redis instances isolated per site. The store's protection is custom built, with an anti-fraud module that blocks card testing campaigns and an anti-spam module on registrations. All of it remains a standard WooCommerce store, with no added technical debt.
Results
The store is served in seventeen languages from a single installation, with one catalogue and one order history. The client's SEO agency works on a clean structure: a theme with no page builder, addresses per language, hreflang and sitemaps in place.
Response times hold up on the heaviest category pages, thanks to the Redis object cache and a page cache kept per language. That was the condition for opening sixteen further markets without degrading the French site.
The dedicated server is in our hands. Updates, backups and the firewall depend on nobody else, and the store is monitored continuously. The anti-fraud module we wrote blocks the card testing campaigns that regularly target this kind of catalogue, without getting in the way of real customers.
2025 is the store's best year since it opened.
We have followed Luxurious Fragrances since late 2024, and this project has no end date. The work continues at the pace of the store: fixes, checkout, carriers, payment methods, security. We live the project alongside our client.
Another store handled the same way: the Magic Custom redesign.
Response times hold up on the heaviest category pages, thanks to the Redis object cache and a page cache kept per language. That was the condition for opening sixteen further markets without degrading the French site.
The dedicated server is in our hands. Updates, backups and the firewall depend on nobody else, and the store is monitored continuously. The anti-fraud module we wrote blocks the card testing campaigns that regularly target this kind of catalogue, without getting in the way of real customers.
2025 is the store's best year since it opened.
We have followed Luxurious Fragrances since late 2024, and this project has no end date. The work continues at the pace of the store: fixes, checkout, carriers, payment methods, security. We live the project alongside our client.
Another store handled the same way: the Magic Custom redesign.
Project Details
- Client Luxurious Fragrances
- Year 2025
-
Technologies
WordPress WooCommerce Refonte GeneratePress Multilingue TranslatePress Performances Redis Infogérance Sécurité Maintenance
-
- Visit site
