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Lulli sur la Toile

  • E-commerce
  • Retail

Making revenue reliable for four teams at once

How Lulli sur la Toile, a fashion and designer concept store, gave its teams one shared reading of a sale, from the order through to the payment, with Biron.

3
views of revenue — ordered, invoiced, shipped
20
daily users across 4 teams
30
shops supplied from one shared stock
15,000
references ranked by performance

The client

Lulli sur la Toile, the designers’ multi-brand store

Founded in 2002 and online since 2009, Lulli sur la Toile is a high-end fashion concept store that seeks out small designers. Its signature: a sharp selection, renewed with new arrivals every day, for a female clientele that cares about fashion. A community of 190,000 Instagram followers and 200,000 customers follows that editorial standard.

Sector
Fashion / designer multi-brand
Founded
2002 (online in 2009)
Revenue
> €20M
Headcount
100
Biron client
since 2020
Orders
75,000+ a year
Inside a Lulli sur la Toile shop: a central display case of leather goods and accessories, under patinated metal pendant lights

The challenge

A catalogue that moves daily, and figures that have to keep up

Renewing the offer every day, across short designer runs split by size and colour, sets a particular demand: knowing at all times what is selling, what is sitting still and what has actually been collected. With four teams — marketing, buying, logistics, accounting — all looking at the same indicators, the slightest ambiguity about what a figure means is paid for in meetings.

  • A move to charging at order time, which shifted the very definition of revenue

  • Accounting reconciliation of payments done by hand, payment method by payment method

  • Stock unreadable without the size and colour dimensions: stock-outs and overstocks invisible at product level

  • Acquisition channels measured on the first order only, with no view of a customer’s real value

  • No way to tell a new arrival taking off from a staple running out of steam

The Biron answer

Modelling the sale, the stock and the payment on one foundation

Biron modelled Lulli’s value chain end to end — the sale, the stock, the payment, the catalogue — inside one reference, so that each team reads its own reality without the company holding several.

  • Three readings of revenue

    Revenue modelled at order, at invoice and at shipment, so that marketing, accounting and logistics each read their own reality without ever leaving the same foundation.

  • Stock at its real grain

    Sell-through tracked at 60 and 90 days by size and by colour, shop reservations and holds included, to catch stock-outs and overstocks where they actually happen.

  • Acquisition beyond the first purchase

    The repeat-purchase journey cross-referenced with the original acquisition channel, to measure what each channel really returns over a customer’s lifetime.

  • Automatic product classification

    Two readings of the catalogue: the weight of each reference in sales, and how its age in stock crosses with its sell-through speed — so a new arrival can be judged without comparing it to an established staple.

How it went

  1. Structuring the sales, payment and stock sources into one shared reference
  2. Modelling the three views of revenue after the move to charging at order time, with the marketing, accounting and development teams
  3. Automating the reconciliation of payments by method (card, card in 3 instalments, Amex)
  4. Rolling out stock management by size and colour, with sell-through metrics at 60 and 90 days
  5. Building the repeat-purchase dashboard by acquisition channel

The results

One reference shared by four teams

Each team reads the sale at the stage that concerns it, from the same foundation: the revenue gaps between departments are gone, and the manual accounting tick-off with them.

  • No more revenue gaps between departments: each team reads the sale at the stage that concerns it, from the same foundation

  • No more manual accounting tick-off: payments reconcile themselves, whatever the payment method

  • Stock readable by size and by colour: stock-outs and overstocks show before they get expensive

  • Acquisition ROI measured on repeat purchase, not just on the first order

  • A daily tool for some twenty people, from marketing through to accounting

Inside a Lulli sur la Toile shop: an illuminated pale-wood star in front of the clothing rails

“Every week I run audits based on the figures, which let me put forward new marketing ideas and set new targets. I recommend Biron for the quality of the support and how responsive the teams are.”

Coline Raynaud Marketing and Digital Communications Director · Lulli sur la Toile
Coline Raynaud, Marketing and Digital Communications Director of Lulli sur la Toile

Behind the scenes

What Lulli sur la Toile connected to Biron

  • Magento
  • Akeneo
  • Raw files

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