Luxury boutique lingerie

Dolci Follie Luxury boutique lingerie

Dolci Follie are a luxury boutique lingerie retailer based in London offering the finest selection from the very best international, recognised and exclusive brands. Their attention to detail and customer care saw them crowned "Independent Retailer of the Year" at the 2012 & 2013 UK Lingerie Awards. Dolci Follie approached Absolute looking for a web presence to reflect this accolade.

The brief was to showcase Dolci Follie’s exclusive range of luxury products, and bring to the web the decadent shopping experience and high level of service that is in the DNA of the boutique London store.

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  • Consumer



  • Ecommerce
  • Web Design
  • Web Development
Dolci Follie website


As with any project, Absolute began the process by looking at how customers would use the website. An intensive and detailed planning and testing process made sure that the user’s journey to purchase an item was as simple and easy to navigate as possible. The clients existing product range was pulled apart and re-organised across several key departments, which were then subdivided by range, type, colour and style. Wireframes and working prototypes were created and tested to iron out any potential dead ends in the user journey process. A context-sensitive filter system was developed, allowing the customer to freely but efficiently browse across the entire catalogue at their leisure.

Dolci Follie research and development
Dolci Follie planning
Dolci Follie art direction
Dolci Follie lingerie ecommerce website

Web Design & Development

The underlying structure was used as a foundation for a stripped back, clean and minimalist design, supported by stunning photography to convey the exclusive quality of the products on offer. A “look book” feature also allows visitors to shop via a certain style, from classic burlesque glamour to sexy summer neons. This detailed work all makes for a pleasant experience for the shopper and increased checkout values for the client. The back end content management system was based on leading open source CMS Magento. This was then integrated with the clients back end warehouse management system for seamless product management across online and retail outlets.

Dolci Follie lingerie photography retouching

I am delighted to announce the launch of the new Dolci Follie website with an emphasis on style and simplicity

Simona, Dolci Follie