Ireland’s luxury retailer, Brown Thomas, debuts transactional online and mobile sites

Ireland’s luxury retailer, Brown Thomas, debuts transactional online and mobile sites – Retail Times

E-commerce drive
Brown Thomas, Ireland’s premier lifestyle and fashion store and part of Selfridges Group, has chosen Venda, one of the world’s leading innovators and providers of digital commerce solutions, and Onstate, the creative commerce experts, to launch its first online and mobile commerce sites.

Venda’s platform and Onstate’s expertise will enable Brown Thomas to extend its range of luxury products online and on mobile for the first time.

Since opening its doors in 1849, Brown Thomas has strived to deliver excellent customer service and become synonymous with the world’s best luxury brands, from Alaia to Zegna. The addition of an online and mobile commerce offering will enable consumers to purchase from Brown Thomas’s wide range of luxury brands, with next day delivery across Ireland and access to loyalty schemes also available. Consumers will also be able to enjoy the high level of customer service and luxury experience they have come to expect in-store through these new channels.

The new website will replace the existing non-transactional site in November, and will offer Brown Thomas’s wide range of beauty products, with accessories, fashion, and footwear to follow in the next year.

Sam Bain, multi-channel director at Brown Thomas, said: “At Brown Thomas we are at the beginning of our multi-channel journey, as such we were looking for partners with the right experience and capabilities.

“In Venda and Onstate we have found businesses that have fantastic experience with luxury and fashion brands, with a SaaS proposition that provides scalability from a standing start and cost-effectiveness. The strength of the uptime performance of Venda’s platform was also an important factor in our decision, as it takes the pressure off our team and means they can focus on creating great content for our customers.

“Consumers no longer see mobile as simply an add-on anymore, so Venda’s responsive web design capability will ensure our customers have a great experience on their phone or tablet, just as they would online or in-store. This will allow us not just to add an ecommerce platform, but to become a truly multi-channel luxury retailer.”

Eric Abensur, CEO at Venda, said: “It’s great to be working with a household name like Brown Thomas and a business that is synonymous with great customer service and luxury brands. In expanding its store to online and mobile Brown Thomas identified an opportunity to grow its business and create even stronger relationships with its customers. Retailers that don’t evolve and embrace the e-commerce revolution could find themselves struggling to compete in an ever competitive market. This deal also marks another partnership for Venda with Onstate, so we’re excited to work together to deliver a creative commerce platform for Brown Thomas.”

Chris Marshall, founder and e-commerce director at Onstate, said: “We are excited to have the opportunity to work with Ireland’s premier luxury retailer and have the opportunity to take the first steps to a multi-channel commerce platform together. We have worked with Venda previously and its platform takes much of the hard work out of creating these sites, allowing us to be as creative as possible in delivering a luxury user experience.”


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