Apparel Group Chooses Demandware to Drive e-Commerce Growth

Apparel Group, which comprises fashion labels such as SABA, Sportscraft and Willow, has chosen Demandware to replace its existing e-commerce platform in order to stay ahead of the curve.

Amblique, the Sydney based full-service e-commerce consultancy, has announced that Apparel Group has selected Demandware (NYSE: DWRE) as the platform to support its e-commerce strategy.

A key player in the Australian fashion industry, Apparel Group is home to the iconic Australian fashion brands Sportscraft, SABA and Willow. The company also has a private label division that provides design and manufacturing services for many leading Australian retailers.

Apparel Group’s General Manager for Emerging Technology, Peter Ratcliffe says the new platform will deliver greater integrated website optimisation and e-commerce solutions.

General Manager for Apparel Group, Peter Ratcliffe

General Manager for Emerging Technology at Apparel Group, Peter Ratcliffe

“We wanted to find a long-term partner that would help to solidify our omni-channel strategy and Demandware/Amblique will deliver this capability. We wanted to achieve a truly seamless experience for our customers, between bricks and mortar and online,” he says.

Demandware is a leading provider of software-as-a-service (SaaS) e-commerce solutions,which helps companies to easily design, implement and manage their own customised e-commerce sites, including websites, mobile applications and other digital storefronts.

“Apparel Group’s online success is a key strategic lever in a very challenging Australian retail market,” Ratcliffe says. “To this end, a significant investment in the digital channel has been a key strategy for our business.”

Functionality features of the new platform includes:

  • Single platform, easily upgradeable and a hosted solution
  • Enables ‘buy anytime, anywhere, anyhow’ capabilities for customers
  • Provides high standards in scalability and availability
  • Proven track record in system uptime

Implementing the Demandware sites for Sportscraft and SABA is next on the agenda, Ratcliffe says.

He also listed enabling Click and Collect, Store to Door and seamless availability to the inventory for customers to allow “shop anywhere, anytime, anyhow” capabilities as other future priorities for the Apparel Group.

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