Liquitex EU & FR Shopify Sites Are Now Live!

We’re thrilled to announce the launch of our new Liquitex EU and FR websites on Shopify – now officially live! With an ambitious 6-week turnaround, we’ve successfully brought Liquitex DTC to the European market. These two new sites – one in English and one in French – bring us to a total of five Liquitex websites, and 11 DTC sites globally across all our brands. This is a major milestone in our journey toward our DC2 goals for 2030. 

In addition, this launch is integral to Liquitex’s strategy to become the world’s leading acrylic brand, contributing to our Liquitex Perform 2030 goals. As the "Home of Acrylic Paint since 1955," our new websites reflect the exceptional quality and innovation that Liquitex is renowned for. 

Featuring a user-friendly interface and seamless navigation, these new platforms enable customers in the EU and France to explore and purchase their favourite Liquitex products with ease. Launched on Shopify, these sites represent a significant step forward in delivering an outstanding online shopping experience. 

While we will continue to rely on our retail partners and current consumers, these new sites aim to offer a valuable tool to deepen their brand knowledge. As key influencers, store staff are encouraged to use Liquitex.com as a resource for themselves and the artistic communities they serve. The site is also crucial for recruiting new consumers and accelerating Liquitex’s growth in France. 

A Big Thank You to the Team 

This achievement wouldn’t have been possible without the dedication, expertise, and collaboration of our fantastic team at Colart. Special thanks go to: 

• Danny Morgan – Our brilliant developer, whose technical expertise, problem-solving mindset, and calm approach under pressure were essential in getting these sites live. 

• Daniel de la Fuente – Our exceptional project manager, whose leadership and balance of clarity, creativity, rigor, and humor kept us on track and energized. 

• Ellie, Rachel, and Crystal – For your incredible “drop everything and deliver” approach. Your hard work, flexibility, and can-do attitude were vital, and you consistently delivered above and beyond. 

And a very special thank you to Armandine Le Cossec, who supported the long task of product translation and responded to last-minute requests with dedication. Merci beaucoup! 

Of course, this was a cross-functional effort – thank you to everyone in Ops, Finance, Data, Brand, and Digital who played their part. Your collaboration and support were crucial in bringing this project to life. 🔍 We Want Your Feedback 

Every new site launch presents opportunities for improvement. If you notice any bugs, errors, or areas for enhancement, we’d love to hear from you. Please share your thoughts via our feedback form. 

Thank you for your support and for being part of this exciting journey. 

🔭 Looking Ahead 

We adopted agile methods to achieve a DTC-focused platform launch within our tight timeline, but this is just the beginning. The sites are living platforms, and we’ll continue to refine and optimize them. We’re excited to welcome a new EU DTC Ecommerce Manager in August, who will manage day-to-day operations and ongoing enhancements. Meanwhile, feel free to reach out to me directly with any questions or ideas. 

Coming soon... Winsor & Newton FR!

Watch this space! 

Best regards, 

Steph Eldred 
Senior DTC Ecommerce Manager, UK & Europe