The Brief
Arina Galagan manufactures wedding dresses in Ukraine and grows by signing bridal retailers abroad, not by shipping single dresses. The site had to read like a designer brand to a bride who already saw a model on Instagram, while doing its real job: convincing store owners to become wholesale partners.
What Was Built
1. A catalog, deliberately not a store
WooCommerce holds the product data, but the storefront was switched off by design — no prices, no cart, no account pages anywhere on the site. Every dress page ends with "Find the nearest store" instead of an add-to-cart button, so a bride is routed into the partner network rather than around it, and retailers are never undercut by the brand itself.
2. A store locator built for a partner network
Partner stores are managed as structured content behind two dependent filters — country, then city — and each entry links out to Instagram, website and Google Maps. As of 2026 the page lists around 50 stores across 23 countries; the network keeps growing, so the numbers describe the site today rather than a delivery scope. The page doubles as proof for a prospective partner: the network is visibly real, and it shows at a glance whether their region is still open.
3. The B2B funnel
A dedicated partnership page carries the wholesale offer — the terms themselves are published by the client on that page — and ends in an application form that asks for the store, its website and the preferred contact channel. The sales side gets a qualified lead instead of a bare email address.
4. Two languages, one content system
As of 2026 the catalog holds 63 dress pages and four seasonal collection landings; those, and every service page, are mirrored in Ukrainian and English through Polylang, with reciprocal hreflang and canonicals down to individual dress cards. The English side is not decoration — it's the channel through which stores in Australia, Portugal or Mexico find the brand.
The Result
A bride sees a designer brand; a store owner sees a real, growing partner network worth joining.
- No prices or cart anywhere on the site — every dress routes to a partner store instead.
- The store locator lists around 50 stores across 23 countries, filtered by country then city.
- The English catalog is a real acquisition channel for new international partners, not a courtesy translation.
Stack, and what's still shipping: WordPress with the Woodmart theme in catalog mode, Elementor Pro templates for dresses and collections, an Elementor Pro form for partner applications, Polylang, Rank Math including local SEO, and a WebP media pipeline. Built in 2025 and still maintained by me: the Masterpiece 2026 collection went live this spring, and the current backlog is structured data on dress pages plus a tighter catalog archive.