U-TURN

U-TURN sells menswear across Egypt from more than 28 branches, so its site competes with its own shop floor. The menswear ecommerce store therefore treats the branch network as an asset rather than a rival. A store locator sits close to the buying decision, for the shopper who wants to try before paying. The catalog splits casual from formal, and seasonal collections give the year its rhythm. Luminari built it on Shopify in English and Arabic, with the same catalog behind both languages. Neither side runs as a reduced version of the other.