Larne — a women clothing brand: online store larne.ru and own retail locations
Since
December 31, 2025
What we did
Store design
Bitrix development
Catalog and collections
Search
Checkout
Payment
Personal account
SEO and ads
Custom CRM
Working with
In-house marketer, marketing agency, 1C specialist, operations director, and store managers
Briefly
Larne’s website came to us after five or six contractors and was held together with patches. We rebuilt it piece by piece, without stopping sales, and paid orders rose to 55% from 40.
We arrived on December 31, 2025 to fix the store. In nine months, we replaced every screen from product cards to personal account, and took over SEO and advertising.
Orders in August dropped compared to a year ago, but paid revenue went up 3%. Now we are building Larne a custom CRM for the fashion business.
Real Larne screens. In the CRM, amounts are changed, customers and order numbers are fictional. Checkout was filmed on a site copy, no SMS was sent.
Chapters
What changed for Larne
August 2026 vs. August 2025, online payment — June vs. July 2026.
55 %
orders paid
Was 40% in August 2025
72 %
of online payments completed
Was 57% in June, before retry payment
$3,400
generated by retry payment
18 orders in the first three weeks
$24–35
cost of a customer from ads
Was $82–120 before
Website after five or six contractors
Larne sells women clothing in its stores and on larne.ru. The site runs on 1C-Bitrix, accounting is in 1C, orders and bonuses are in RetailCRM. We connected on December 31, 2025 to fix the store and build a new one.
We spent two or three months untangling the legacy: removing unused code, patches, and settings that required a developer to change. The review happened while we updated the store — the site never closed for a single day.
Payment from account did not work for yearsIf someone did not pay right away, they could not return to payment from their account.
Order without itemsData exchange regularly broke: RetailCRM would get an order with a sum but no items. The manager did not know what to assemble.
Settings hardcodedWhat changes in Bitrix control panel only a developer could fix here.
Analytics missed lossesGoals in Yandex Metrica did not work: we could not see where customers abandoned purchases.
Emails silent for a monthSite emails to customers were not being sent, and old code hid the error. We found and fixed it in July 2026.
3,703 files in the site working folder from previous contractorsWe deleted more than half
1,960 deleted
The new site appeared piece by piece
An offer to rebuild the site in six months puts the owner in a familiar problem: you pay now, but have to keep selling through the old store. Errors stay with managers, customers keep hitting them.
We rebuilt Larne piece by piece, starting with what affects buying and payment. Each finished piece started working right away.
Usually
Wait six months for a new siteMoney is already spent, customers keep hitting old bugs
Launch — and only then you see what you got
Larne, 2026
JanuaryFirst fixes live in the second week
FebruaryProduct card
MarchHeader and mobile menu
AprilPayment page, bonuses in cart
MaySMS login and social auth
JuneCatalog, homepage, search hints
JulyPhoto-based collections, retry payment
AugustCart and checkout on one page
SeptemberVideo in product card, payment reminders
OctoberNew personal account
Every screen was first shown to the Larne owner as a mockup. After sign-off, we coded and released an update. Gradually we replaced everything — from header and menu to error page. Nothing of the old design remained, but we kept the brand style: big photos, plenty of white space, black buttons.
01Catalog
Catalog helps you explore and choose
Products load as you scroll. On mobile, sizes, favorites, and sale tags appeared. The storefront reorders every night: faster sellers move up.
1Installment payment shown under price.
2New arrivals are marked and stay in a separate window for 45 days.
3Product card — colors as circles, size selection.
4Installment as a line under price: four payments.
5AI finds 12 similar items from photos.
Catalog
Product card
Photo collections
Mobile version
12
larne.ru/catalog/dresses — catalog
34
Product card
5
Under the green dress — “Picked for you”: same model in black and dresses with similar silhouettes
Photo-based collections
Similar by silhouette, texture, and color
For a burgundy polka-dot dress, the AI suggests polka-dot items, ruffled pieces, and burgundy tones. The “Picked for you” block considers purchases, views, favorites, and cart; for new visitors it shows bestsellers.
Collections are calculated at night and do not burden the site during the day. We have not measured their impact on sales yet.
Every night
12
similar items for each model
If collections do not exist, the block switches to simple rules: same category, close price, same color.
02Search
Search understands typos and common names
Hints appear in the header at two letters. Search checks both product names and card contents. Everything works by set rules with predictable results.
1Customer typed “dres” with a typo.
2Search corrected it: “Showing results for dress”.
3Right there — a link to the section: “All dresses”.
Custom search
Typos
Layout
Synonyms
123
Search in larne.ru header. Filmed on a site copy: real queries go into “Often searched”
Before input — “Often searched” and “Now trending”. Search history helps Larne team see demand.
Empty field: “Often searched” and “Now trending”
03Checkout
Entire order on one page
Was
Three screens, each waiting for the site. City in a “Location” field, address at the very bottom.
Is
City, delivery, pickup point, payment, and order details all together. Total amount always visible on the right.
1The “Location” field had to be different from address.
2City appears as a line above delivery options. It figures itself out from the address.
3Returning customer picks a saved address with a button.
4You can log in via SMS, VK, or Yandex right in the form — Bitrix does not offer that out of the box.
5SMS code is entered here, no separate registration page.
Checkout
City and address
SMS login
VK and Yandex
Was
1
Is
23
4
Login inside the form. Phone, Yandex ID, or VK ID
5
SMS code on the same page. Number is fictional
Cart
759148 px
Space one item takes in the cart
Checkout button is sticky on screen, next to it — how much more for free delivery.
No loss
Form remembers input for 30 minutes
A sold-out item will not make it into a new order, and if it does not save, the team gets an alert right away.
04Payment
Customer can come back and pay
We fixed payment from the account and added a retry: if the customer did not pay right away, the site creates a new payment and opens the bank page.
1After payment — “Payment successful”. Before, someone could land on a 404.
2If it failed — “Try again” button.
3After 4, 24, and 72 hours — email with a payment link, no login needed.
Retry payment
Reminders
Installments
1
2
3
Email after 4 hours. You can switch payment method, including to installments. If the order closed or money reached the bank, email does not go out
June → July 2026
5772 %
online payments completed
After retry payment and new confirmation page launched.
Three weeks
$3,400
from retry payment
18 orders in the first three weeks after launch.
Failure visible instantly
Once the bank switched certificates, card payment silently failed for about 18 hours. Now the team sees such problems right away.
05Account
In the account, it is clear what is happening with an order
Instead of 30 service statuses, customers see nine clear descriptions. If money reached the bank, they can not pay twice: the account shows “Payment under review”.
1Orders split into active, completed, and canceled.
2Unpaid order has a “Go to payment” button.
3Past order repeats with a “Buy again” button.
4On mobile, the payment button stays at the bottom.
Personal account
Orders
Favorites
Addresses
12
Orders in the new account. Screens from mockups, data is fictional
4
3
Account overview. Larne Club bonuses coming soon
Connected SEO, then ads
In the second month, our SEO specialist joined — preparing the site for search engines. We built about 80 landing pages for queries like “black dresses”, each with its own address, title, and text. We removed duplicates and redirected old filter pages to new ones to keep rankings.
In July, Larne handed us Yandex Direct. We got good results in just a month. Gradually the client handed us everything related to online.
≈80
landing pages for queries
If items are out of stock for more than 14 days, the page hides from search
×3.4
orders from ads
82 in July and August vs 24 a year ago, by Yandex Metrica
$82–120 $24–35
cost of a customer from ads
Before us and after handing over Direct
23
orders from emails to customers
vs four in July and August 2025
Since December 31, 2025
We came to fix the site. Now we run all of Larne online.
12/31
Came to fix the site
Store after five or six contractors: account payment did not work, data exchange broke.
January
First releases
Changes started rolling out in the second week.
February
SEO
Landing pages, old page redirects, product schema markup.
July
Ads
Larne handed us Yandex Direct.
nowFall
Account and custom CRM
New personal account and system for fashion retail alongside RetailCRM.
Working with those who take orders
35 min
from complaint to first fix
Once 1C sent an empty export and the site hid 2,155 items out of 2,156.
2 chats
with Larne team
Usually managers write: customer can not log in, pay, or an item vanished from the order.
Alert
about a failure comes on its own
The site reports problems, not the customer calling.
Rollback
ready before release
Changes to cart, checkout, and payment get separate testing and a rollback option.
From Larne — in-house marketer, marketing agency, 1C specialist, operations director, and store managers. Anything money-related we handle first, including weekends. Every month the Larne owner gets a “was — is” report.
Fewer orders, paid revenue up 3%
We compared August 2026 to August 2025. Revenue was supported by the growth in paid-order share — how many placed orders customers actually paid for: 40% → 55%. In July and August it was the highest in 13 months of data.
Orders placed
-31 %
Orders paid
-6 %
Paid revenue
+3 %
August 2025August 2026
Market
-10 %
clothing and footwear purchases in Russia
First half of 2026 vs last year, by Check Index.
Online is ahead
Before, Larne main business was retail, online was extra
Now online is the priority: the owner decided to invest more in ads and SEO.
Next — custom CRM for fashion retail
We are building a custom system for Larne to manage orders and customers. In the current RetailCRM and 1C setup, you can not trace money by status. Our CRM works alongside RetailCRM and reconciles data.
We count money per item: part of an order might be bought, part returned. Screens with photos show which models sell and get returned, what to resew, and where action is needed today. Red marks only things that need attention.
42,793
orders since 2019 loaded into the system
1,959 = 1,959
orders for the holiday season: matched the owner report exactly
$0.06
off on a $460,000 total — due to rounding
≈$99,000
in “in progress” orders even though items are sold by 1C data. Another ≈$67,000 — orders not taken to shipment
!
“Pulse”: payment method quiet longer than usual — visible right away
!
“What to resew”: sold out fast-movers
Next step
Seller mode on tablet
A seller in the store shows an item and instantly sees stock at all locations, similar models, discounts, and customer bonuses.
LARNESeller · Moscow showroomSearch catalog
Similar by photo
New collection
Fitted knit dress
$212 black · green available
Availability
XS
S
M
L
This showroom
1
2
-
1
St. Petersburg
-
1
1
-
Website warehouse
3
4
2
1
CustomerLarne Club · 1,237 points3% discount
Put asideComplete purchase
Concept. Screens do not exist yet: stock and bonuses are mockups
