Alessa
A premium fashion brand's entire operation - storefront, warehouse, production floor and customer service - running on one platform we've built and grown with them since 2017.
- Client
- Alessa
- Industry
- Fashion e-commerce
- Engagement
- Technical partner since 2017
- Services
- Web, backoffice, mobile app, infrastructure
- Live at
- alessa.bg
The brief
Alessa came to us in 2017 with a website that couldn't be trusted with its own success. Every big sale and every new collection drop pushed it over - the site that was supposed to sell more clothes was the thing standing in the way.
What struck us from the start wasn't the broken website - it was how much the team behind it cared. Alessa's attention to product, packaging and every detail a customer touches set a standard of its own, one we had to match rather than simply build software around.
Behind that website sat a CRM and a warehouse system with nothing to do with each other. The plan was never just a new website - it was to replace the whole stack, one working system at a time, without Alessa ever stopping selling to do it.
Nine years later, that's still the arrangement. It's not that we never finished - it's that Alessa's drive for perfection and our own turned out to be the same drive, and neither side has been willing to let up on it since.
- 01A website that went down on exactly the days it needed to hold - a flash sale, a new collection drop, the traffic the marketing team had worked to create.
- 02A CRM and a warehouse system with no connection between them, so stock, orders and customer records drifted out of sync.
- 03Replacing the systems underneath a fashion brand that never really has a quiet season to do it in.
- 04Every new system had to reach full feature parity with what it replaced - and inherit its data - before the old one could be switched off.
- +A storefront that stays up through the traffic spikes the marketing is designed to create, not despite them.
- +One platform underneath the website, the warehouse and the shop floor, instead of separate tools reconciled by hand.
- +Every part of the business - not just the storefront - eventually running on software built for how Alessa actually works.
- +Infrastructure that scales with demand on its own, so a good sale doesn't need an engineer on call.
The website was never the whole job. It was the first system in a business we ended up rebuilding almost entirely, one department at a time.
What one platform runs
Six systems built over nine years, from the storefront customers see to the warehouse and production floor behind it, all reading and writing the same data.
Website & mobile app
The customer-facing store and its companion app, built to hold up under the traffic a flash sale or a new drop actually brings - not just an average day.
CRM, product, content & payroll
Customer records, product catalog, content management and payroll in one system, replacing the CRM Alessa had outgrown years ago.
Supply chain & stock control
Stock levels tied directly to the storefront, so what's shown online is what's actually on the shelf, and supply chain decisions get made off real numbers.
Cutting, sewing & subcontractors
The production floor - cutting, sewing and the subcontractors Alessa works with - tracked in the same platform as the orders it's making the clothes for.
Shipping, tracking, returns & support
Shipping, tracking, refunds and replacements on one side, customer support on the other - the two halves of what happens after checkout.
Marketing & analytics
Email, SMS and Viber automation, catalog optimisation and customer behaviour data feeding the decisions marketing makes next.
How we worked
Four stages over nine years, the last one still running. Each system launched before we started the next.
New website
The old site went down on its worst possible days. We replaced it first, before touching anything behind it - a working storefront while everything else caught up.
Backoffice & parity
CRM, product and content management, and a warehouse management system, built until they matched everything the old detached tools could do - then launched together with the full history migrated across.
Everything else
Customer support, logistics, production, payroll, post-sales and marketing automation - digitised one process at a time over the years that followed, each one wired into the same platform.
Running at scale
An auto-scaling AWS environment built to take thousands of orders a minute without the team behind it noticing. We're still the ones maintaining and extending it.
More than the code
Nine years is long enough to stop being a vendor and start being part of how the business runs.
A team obsessed with the craft
Alessa's own team pushed us as hard as any client we've worked with - meticulous about product, packaging and the experience around both. That standard became the standard we built to.
Nine years, not a handover
We were never brought in to deliver a project and leave. Every system since the first website has been built, launched and then kept running by the same technical partner.
Growing together
From a single storefront to a fashion brand running production, logistics and support on one platform - we've grown alongside Alessa's own growth, and we're still the team behind what's next.
Stack & infrastructure
Chosen to survive nine years of growth and traffic spikes without a rewrite - a Laravel core that's grown with the business, and auto-scaling infrastructure so a good marketing campaign is a good problem, not an incident.
Where it stands now
Alessa's storefront runs on AWS in an auto-scaling environment built to absorb thousands of orders a minute at peak without missing a beat. Every system we've built since 2017 - the website, the backoffice, the warehouse, production tracking, support and marketing automation - is integrated into one platform, and we're still the team maintaining and extending it.
You have a project. We have the time.
Tell us what you're planning and we'll tell you honestly whether we're the right team for it. No pitch deck, no sales call.