Why a blog for renting clothes?

Because parents search 'what to pack in maternity bag' before searching 'baby clothes rental'. By capturing upstream intent with 8+ long-form guides, we build topical authority that drives back to the rental service. It's classic SEO funnel applied to circular commerce.

Is a PWA really worth it vs a real app?

For 90% of e-commerce and local service use cases, yes. PWA installs in 2 seconds without App Store, works offline, sends push, and costs 10× less to maintain than native iOS+Android app. For Mamie-Loue, it was obvious.

All portfolio

CASE STUDY · Montréal · 2025 · Baby & maternity clothes rental

Mamie-Loue Montréal

Circular fashion for families, local alternative to buying new.

mamie-loue.com

Mamie-Loue, Baby & maternity clothes rental — mamie-loue.com · live site

FR · EN · ES

Languages

Cities served

33 %

CTR GSC (90 j)

The mandate

Full launch of a circular fashion brand in Montréal: trilingual FR-CA / EN / ES architecture, dense editorial blog (baby boutiques, winter activities, maternity bag, family parks) to capture parental intent upstream of conversion. Organization schema with areaServed on Montréal, Laval, Longueuil, Brossard, Terrebonne. Installable PWA, manifest, enriched GA4 (custom_map savings_calculated). Internal linking from size calculator → rentals, funnel-driven.

Measurable transformation

Before Iluma · After Iluma

Every row is verifiable: Google Search Console, inspectable schema, live site.

MetricBeforeAfterΔ

Marque préexistante

BeforeInexistante

AfterLancée en trilingue

Lancement

Marque préexistante

CTR GSC sur la marque

Before,

After33 %

Pos. 2,8

CTR GSC sur la marque

Villes desservies

Before0

After5 (MTL, Laval, Longueuil, Brossard, Terrebonne)

Villes desservies

Guides éditoriaux SEO

Before0

After8+

Guides éditoriaux SEO

Utilisateurs actifs GA4

Before≈ 1 030 / mois (mars,avr.)

After1 800 / mois (avr.,mai)

+74 %

Utilisateurs actifs GA4

Deliverables

Lancement marque trilingue
Blog éditorial 8+ guides longs
PWA installable + manifest
GA4 enrichi (custom dimensions)
Schema Organization + 5 villes

Tech stack

ReactPWATrilingual SEOEditorial topic clusters

Summary

What actually moved

01
33% CTR on brand from day-one quarter, avg position 2.8 (vs ≈ 5% expected for a fresh domain).
02
1,800 GA4 active users over 30 days (+74% MoM), 1,790 new visitors, acquisition curve in continued acceleration.
03
Top-3 on 'panier maternité Montréal' and top-6 on 'location maternité Verdun'.
04
Trilingual circular brand launched turnkey: architecture, content, PWA, analytics.
05
Installable PWA: 'Add to home screen' functional on iOS and Android.

Common objections

Your questions, our answers

On the contrary, it's the best moment. Building trilingual architecture, Organization schema and internal linking from day 1 avoids years of technical debt. Mamie-Loue arrived on the market with a site already structured like a mature brand.

An architecture like this for your brand?

Discuss the project