Launching the iconic French brand Soulet into the UK Market
Soulet is a household name in France, famous for creating wooden garden play equipment that sparks imagination. From towering climbing frames to cozy garden swings, their products are designed for joy.
Their goal? To cross the channel and bring that same joy to British back gardens.
They required a digital partner who could take their established brand identity and translate it for a new audience. AHS Digital was chosen to build a vibrant, functional product showcase website to spearhead their UK launch.
Launching in a new country isn't just about translation; it's about adaptation. Soulet needed a platform that felt local to UK parents while retaining the "soul" of the French brand.
Soulet didn't need a direct transactional store. They needed a beautiful "catalogue" site to build desire and trust in the brand.
Crucially, the site had to bridge the gap between "browsing" and "buying" by clearly directing users to approved UK stockists.
We had to work intimately with the branding team in France to ensure strict adherence to their vibrant visual guidelines.
AHS Digital worked as an extension of the Soulet team. We didn't just build a website; we built a digital playground.
We stripped away corporate stiffness. The new site uses bold colours, rounded edges, and high-energy photography to reflect the excitement of outdoor play.
However, behind the fun exterior lies serious functionality. We structured the product data to highlight safety specs, dimensions, and materials—the key details parents look for before investing in garden equipment.
Since the website acts as a showcase, the user journey had to be seamless. We engineered a clear path to purchase:
User explores the catalogue of swings & slides.
User clicks "Where to Buy" on their favourite item.
User is directed to the specific product page of a trusted UK retailer.
The Soulet UK website is now the central hub for the brand in this country. It successfully balances the fun, colorful energy of childhood with the functional requirements of a product catalogue.
By working closely with the French design team, AHS Digital delivered a site that feels authentic to the brand's heritage but perfectly tuned for the UK market. It is not just a website; it is the start of a great British adventure for a classic French brand.
