What was the situation before the work started?

Apium Original Store sold premium suitcases, diaries and wallets online and delivered across Ukraine. The domain had been registered in May 2017 and showed only a registrar parking page in September 2018 and again in December 2021, so this was a new build with no older shop to migrate. People buy premium accessories on looks and trust: a buyer wants to see the object up close, understand the collection it belongs to and know how delivery works, on a phone as much as on a desktop.

What did Marketing MIX build?

Market analysis, prototypes, the design, a Services section, layout of animated elements and pop-up forms, programming, adaptation for different devices, and functional and usability testing. The store runs on OpenCart in Ukrainian and English, with a catalogue organised around named collections, prices switchable between hryvnia, euro and US dollars, and customer accounts, a wishlist and a cart. The footer groups the information pages, customer service contacts and the brand's social profiles.

How long did it take?

The store went live on apium.store in 2023: the English home and About pages were captured for this case on 11 August 2023, and the Ukrainian catalogue is archived from January 2024. In September 2026 the studio built the coming-soon page for the brand's new name, Maison Apium, from the brand's own Figma design.

Apium Original Store — online store for premium accessories

The brief

Apium Original Store sold premium accessories online: stylish suitcases, original diaries and quality wallets. The store described its products as masterfully made and beautifully designed, and it delivered across Ukraine. The range was organised into named collections, and the support contacts pointed to Khreshchatyk Street in Kyiv.

The case page on the previous mmix.biz described the project as the development and creation of the store's website. The store went live on apium.store in 2023. The domain had been registered in May 2017, yet in September 2018 and again in December 2021 it showed only a registrar parking page. Apium Original Store was therefore a new build, with no older shop to migrate.

People buy premium accessories on looks and trust. Before paying, a buyer wants to see the object up close, understand the collection it belongs to, and know how delivery works. A store in this category has to keep that premium feel and still work as a practical catalogue on a phone.

What we did

Scope

The case page lists the work: market analysis, prototypes, design, a "Services" section, layout of animated elements and pop-up forms, programming, adaptation for different devices, and functional and usability testing.

Design

Full-page screenshots of the English home and About pages, taken on 11 August 2023, show the result. A spaced "A P I U M" wordmark sits above a short menu: Home, Shop, About Apium, Contacts. The header carries a currency switch, a language flag, a wishlist, an account and a cart. The home page opened with the "Magic City" resort collection, shown through a gold and a black hard-shell suitcase, and finished with a large running line reading "Apium Original Store". The footer grouped the information pages (About Apium, Delivery, Privacy Policy, Terms of Use, Contact Us, Site Map), customer service contacts and links to Instagram and Facebook, under the slogan "Elevate your style with our sophisticated fashion".

Catalogue and collections

The store ran on OpenCart. Its Ukrainian version, archived between January 2024 and March 2025, shows a catalogue built around collections: MORE Atoll, UKRAINE and Deep East were on sale, and Iceborn WINTER RESORT, Magic City and Ocean planet were announced as coming soon. Prices could be shown in hryvnia, euro or US dollars, and customers could register, log in and use a cart. The store had Ukrainian and English versions.

Timeline

May 2017. apium.store is registered.
September 2018 and December 2021. The Web Archive shows a registrar parking page.
August 2023. The English home and About pages are captured for the case; the footer reads "apium.store © 2023".
January 2024. The Ukrainian store is live with collections and three currencies.
January and March 2025. Captures show the same store, unchanged.

Where it stands today

On 14 September 2026, http://apium.store answers with a temporary (302) redirect to maisonapium.com, and the HTTPS version of the old domain does not respond. The store is offline.
maisonapium.com was registered on 8 April 2026. It shows a single coming-soon page for Maison Apium, "Something exciting is on the way", announcing "a new chapter of beauty, culture and innovation", with an email sign-up form and links to Instagram, Facebook and LinkedIn.
Marketing MIX built that coming-soon page in September 2026 from the brand's own Figma design, so the brand continues to work with the studio under its new name.
The archived store and the new page both go without a Marketing MIX credit.

What we would add now

A relaunch is the right moment to close the gaps the first store left open. Based on the archived store and the current page, we would recommend the following.

Keep the history the old domain earned

A permanent 301 redirect over HTTPS from apium.store to the new domain, mapped page by page wherever an equivalent exists. The current redirect is temporary, and the HTTPS version of the old domain does not answer.

Claim the brand entity before launch

The archived store had no structured data, and the coming-soon page has none either. Organization or Brand markup with sameAs links to the Instagram, Facebook and LinkedIn profiles helps search engines and AI assistants recognise Maison Apium as one brand from the first day. See AI SEO agency in Ottawa: LLM SEO for ChatGPT and Gemini.

Languages declared correctly

The old store declared its language as "ua", an invalid code (Ukrainian is "uk"), and its Ukrainian and English versions had no hreflang links between them. The new site should declare each language correctly and link the versions to each other. See SEO services in Ottawa: technical and local SEO.

Product data that shopping surfaces can read

Product and Offer markup with price, currency and availability on every product page, so that collections can appear in rich results and in the answers of AI shopping assistants. See Online store development.

A sign-up list built to last

The pre-launch form is the brand's first lead channel. Sending through a dedicated email service with SPF and DKIM configured, double opt-in, and analytics with a consent banner set up before launch keep every sign-up deliverable and measurable.

For online stores: Online store development. For search: SEO services in Ottawa: technical and local SEO. For AI assistants: AI SEO agency in Ottawa: LLM SEO for ChatGPT and Gemini.

Project lead: Marketing MIX. Client: Apium Original Store. Year: 2023.

Apium Original Store online store