Goldtest — official Swiss Ski Schools outfits
Four-language e-commerce for the official brand of Swiss Ski Schools outfits. B2B pros, B2C for everyone, and the upcycled Afterski line.
The context
Goldtest has been the official brand of Swiss Ski Schools outfits since 1991. Thirty-five years of expertise in technical mountain clothing, with a brand built by and for ski instructors.
The business rests on three clearly distinct lines. League Pro is the professional line, reserved for ski schools and their instructors. Club serie is the consumer version, derived from the pro line, bringing the same performance to enthusiasts. Afterski is a recent initiative: turning worn instructor outfits into upcycled fashion accessories, carrying the history of the ski schools with them.
All of it in four languages (FR, DE, IT, EN), to serve a multilingual Switzerland and an international market.
The challenge
First challenge: three worlds, one brand. How do you hold the professional and the consumer together without diluting the DNA? Without turning the site into an endless catalogue where nobody finds their way?
Second challenge: multilingual, done properly. Four languages over the same architecture, with distinct SEO rules per market. Not a translation plugin — a real experience per language.
Third challenge: the new Afterski line. The upcycling programme is a story of its own, and it needs its own narrative. How do you integrate it without letting it steal the show from the two main commercial lines?
Our approach
The site architecture offers three clearly readable entry points from the homepage: For the pros (League Pro), For everyone (Club serie), A second life (Afterski). The visitor identifies their world within seconds, then goes deeper into the line that concerns them.
The brand is held together by a single visual system (the Goldtest logo, mountain photography, first-person narrative copy). The WooCommerce checkout handles the three lines without mixing them up.
The Easy Ski School subdomain opens a portal dedicated to schools — not meant for the public, but giving professionals an optimised ordering journey. It is the equivalent of an industrial brand’s B2B portal, adapted to the ski school sector.
The result
An e-commerce that serves three different audiences in four languages, with one coherent brand experience. The Afterski range is integrated as a story in its own right, without competing with the two main lines. Precise figures (revenue, conversion per language, upcycling sales) will be added once validated with the client.
What we keep
An e-commerce serving several audiences doesn’t need to fragment into several sites. It needs one clearly readable entry journey per audience, right from the homepage. The visitor identifies their world in under 5 seconds; the rest of the experience stays unified under one brand.
Upcycling is not a marketing argument — it is a story. When a second-life programme is integrated honestly into a commercial site, it strengthens the brand’s DNA instead of scattering it.