Clothing brand Molly Bracken accelerates with PrestaShop

Molly Bracken's new ecommerce site, built on PrestaShop Enterprise, is now live. For the fashion brand, with a presence in more than 30 countries, this marks the beginning of a new chapter: turning its online store into a meaningful growth engine. Carried out over just a few months, between the end of summer 2025 and the first quarter of 2026, the project aims to provide the company with a technical foundation capable of supporting its plans in France and international markets.

A legacy site that had become hard to maintain and improve

Until now, Molly Bracken’s ecommerce website relied on an older version of PrestaShop, 1.6. While the platform supported the company’s rapid growth for several years, it gradually began to show its limits as the business expanded and its catalog became more demanding to manage.

Complex maintenance, outdated code, and restrictive technical integrations: over time, every change required major adjustments. Some features that have since become standard, such as adding new payment methods, proved especially difficult to implement.

These constraints were compounded by an infrastructure challenge. Hosting and server management were handled in-house, requiring considerable resources, especially during peak activity periods. This setup limited the teams’ ability to focus on higher-value priorities such as SEO or optimizing the customer experience.

Modernizing the foundation to support the brand’s ambitions

In light of these findings, Molly Bracken began reassessing the future of its platform. The company quickly leaned toward PrestaShop Enterprise after considering other solutions, including Shopify, which was already being used for the brand’s North American website.

Several criteria guided this decision. First, continuity: the internal teams were already highly familiar with the PrestaShop ecosystem and had strong custom development capabilities. Then, the open source foundation, which makes it possible to retain full control over data, customizations, and site evolution. Finally, the solution’s ability to better address performance challenges, scalability, and future growth.

“The idea was to move away from an environment that was limiting us, so we could finally develop the site more freely.” Nathan Simon, Digital and Ecommerce Manager, Molly Bracken

With PrestaShop Enterprise, Molly Bracken benefits from a more reliable operating framework for hosting, monitoring, and performance management. This upgrade helps ensure more reliable site operations while preparing the business to handle higher traffic volumes.

A foundational technical project in a complex ecosystem

Although the site maintains visual continuity with the previous version, the project was still a major undertaking from a technical standpoint. It relied on close collaboration between the internal teams, digital agency YATEO, and PrestaShop.

“The project was more complex than a simple migration. We had to deal with a well-established existing environment, specific modules, and an ecosystem that was already in place.” Yves Attias, CEO and founder of YATEO

Among the identified challenges:

• rebuilding custom developments related to logistics;
• adapting certain modules to the new technical foundation;
• integrating business tools, particularly the product management system Stargest Retail;
• managing feeds to marketplaces.

Some modules had to be adapted or replaced to meet the platform’s requirements. Others, key ones, were retained, such as Klaviyo for marketing automation and the loyalty program.

The change in feed aggregation tool, from Lengow to Shoppingfeed, was a particularly key area of focus: with 600 to 700 SKUs renewed twice a year, maintaining marketplace distribution without disruption was a critical challenge.

The project therefore followed a progressive approach: secure the existing setup, ensure a smooth transition, and then pave the way for further developments.

Immediate gains in performance and conversion

As soon as the new site went live, several concrete improvements enhanced the user experience.

The conversion funnel now benefits from the integration of PrestaShop Checkout, making it possible in particular to add payment methods such as Apple Pay and Google Pay. This long-awaited simplification helps streamline the purchasing journey.

The new site follows a mobile-first approach, built in from the design phase. This is a major evolution at a time when most purchases are made on smartphones.

From a technical standpoint, gains include overall site performance, with optimized loading times, better query execution, and a stronger ability to absorb traffic spikes. This is a key lever for both organic search and conversion.

“The goal is to have a platform capable of handling volume and converting efficiently. With PrestaShop Enterprise, performance and scalability are no longer a concern.” Yves Attias, CEO and founder of YATEO

Strengthening the direct channel and supporting international expansion

Today, ecommerce remains a growing channel within Molly Bracken’s overall business, one that the brand intends to grow in the coming months.

The site already plays a meaningful role in distribution, alongside marketplaces and partners such as La Redoute, Showroomprivé, and El Corte Inglés, which account for a significant share of online sales. One of the migration’s objectives is precisely to reduce that dependence by strengthening the direct channel.

International expansion is another growth focus. Already available in several languages, the site is expected to support the brand’s growth in its main European markets, such as Spain, Italy, and the United Kingdom, with the goal of better capturing local demand.

In this context, SEO plays a central role. Improved technical performance, combined with the gradual creation of new content (brand pages, storytelling, blog content), should help increase the site’s visibility on search engines.

PrestaShop Enterprise, a platform that opens up new possibilities

Beyond the immediate benefits, the migration to PrestaShop Enterprise above all removes a number of roadblocks.

Several projects that had long been postponed can now move forward:

• developing editorial content for SEO;
• improving personalization;
• implementing decision-support tools, especially for sizing, with the ambition of integrating more conversational features;
• enhancing the customer experience, particularly around pre-purchase guidance and post-purchase support.

Already used for content writing and translations, artificial intelligence could eventually be leveraged more broadly to accelerate the development of new features and make site updates easier.

“This new site opens up a whole range of possibilities and will allow us to bring projects to life that we could not implement until now.” Nathan Simon, Digital and Ecommerce Manager, Molly Bracken

PrestaShop Enterprise, a growth-focused choice

With this migration to PrestaShop Enterprise, Molly Bracken now has a technical foundation capable of supporting its medium- and long-term ambitions.

Performance, security, scalability: all key elements that reinforce the site’s robustness and its ability to support future developments. In a context where volumes can change rapidly, having an infrastructure able to absorb the load becomes a major issue.

For the company, this transformation marks the shift from a site that had become difficult to scale to a platform designed to support growth.

The launch of the site in its optimized version is therefore a first step. What comes next will focus on acquisition and conversion, with campaigns already planned on Meta and LinkedIn.

Thanks to:

• Nathan Simon, Digital and Ecommerce Manager, Molly Bracken
• Yves Attias, CEO and founder of YATEO