The challenge
A brand that outgrew its own navigation. Twenty-odd named shoe models — meaningless as words to a new customer, essential to a returning one — plus four audiences (woman, man, kids, brides), clothing, socks and third-party collaborations, all in one menu. Meanwhile the retail estate expanded to 40+ stores across three continents, each a distinct concept, needing to live on the site as brand storytelling rather than a list of addresses.

