A tailor-made ecommerce platform for Identity by Father & Sons
Known for its elegant menswear collections, Father & Sons has also built a strategic business line alongside them: branded apparel and professional uniforms. With Identity by Father & Sons, the brand outfits luxury hotels, event companies, schools, and more—and sells exclusively online. It is a hybrid model, somewhere between B2B and B2B2C, that requires a platform capable of managing multiple catalogs, differentiated access rights, and complex pre-order cycles.
In 2024, after an initial experience with WooCommerce, Identity moved to PrestaShop.
Selling uniforms differently: an online-only model
Leading this division, Emmanuelle Viriot, Director of Identity by Father & Sons, is supporting the growth of this standalone business with a clear ambition: to deliver a seamless buying experience, even in highly specific ordering environments.
“Identity addresses very different needs depending on the market, with catalogs and customer journeys tailored to each client segment.” Emmanuelle Viriot, Director of Identity by Father & Sons
A first online store was launched in 2023 on WooCommerce, with support from an independent developer. But the team quickly ran into the limits of that approach: the tool could not support the project’s complexity or provide a solid foundation for future growth. Identity then chose to start over with a more robust solution.
Choosing PrestaShop to structure a multi-market catalog
It was at that point that Emmanuelle Viriot met Cyril Douarre, President of the agency Oxton Digital, which supported the brand through a full redesign of the site.
“The project needed a stronger foundation, one capable of supporting a large catalog and, above all, advanced segmentation logic. PrestaShop quickly stood out as the most suitable solution for building a scalable platform.” Cyril Douarre, President of Oxton Digital
The new store went live in 2024, with one defining feature: sales are made exclusively online, through a model designed for B2B and B2B2C environments.
Tailored ordering journeys for every partner
Identity by Father & Sons does not operate like a traditional ecommerce site. The brand must accommodate ordering models specific to each market: a B2B catalog for companies, pre-approved partner catalogs, and differentiated access based on the institution or network.
For school uniforms, for example, the setup is highly specific. Each school has its own dedicated catalog, approved by the administration, which families can access using a code. Parents can then pre-order the required items, but only during defined ordering windows.
“We operate on a hybrid model at the crossroads of B2B and B2B2C, where the end user may be a franchisee, a business, or an individual customer, sometimes with predefined sales dates.” Emmanuelle Viriot, Director of Identity by Father & Sons
A flexible platform built to evolve with every client
To support this wide range of use cases, the project required extensive custom development: tailored modules, granular access management, pre-orders, opening and closing sales calendars, and more.
This high level of customization was made possible by PrestaShop’s flexibility and is essential to supporting Identity’s growth into new markets: airports, chauffeur services, institutions, and more. In the education segment, Identity is already planning to sign 3 to 5 additional schools for the next academic year.
Next step: PrestaShop 9
The project is still evolving. The next priority is connecting the site to the company’s ERP through a dedicated module. The goal is to manage all flows more effectively—orders, inventory, garment production, logistics, and shipping—using the Y2 tool. This is a key challenge for a business where production is directly tied to pre-order cycles.
Finally, Identity is already preparing for what comes next: a migration to PrestaShop 9 is being considered in 2026 to strengthen the architecture and pave the way for further development.
Special thanks to:
- Emmanuelle Viriot, Director, Identity by Father & Sons
- Cyril Douarre, President of Oxton Digital
