Labelux is a leading group of luxury lifestyle brands rooted in leather goods and accessories. Its global portfolio of brands

includes Bally, Belstaff, Jimmy Choo and Zagliani – the latter three run on Demandware.

Labelux aims to enable its brands to focus on the big picture by providing them with

the stable business and technology foundations they need to succeed. This involved

re-platforming its ecommerce presence with Demandware as part of a project that

started in July 2012.

The Demandware cloud-based solution now underpins nine sites and Labelux’s

ecommerce offerings across the world, helping to unify processes and technology

and create shared best practices across the brands. “Demandware has enabled us to

establish a strong foundation for international growth, in some cases from nothing, in

a relatively short time,” says Harriet Williams, Group Multichannel Director at Labelux.

The platform is an important part of enabling Labelux to achieve its ecommerce goals

across the brands, which include increasing the proportion of online sales from four

percent in 2012 to 10 percent by 2016/17.

SMARTER FEATURES, GREATER FLEXIBILITY

Building up Labelux’s online capabilities to complement its 180-plus global stores

is fundamental to future growth across all channels. “Our stores will always be

important, but consumer behaviour has changed and the digital component is now

vital to the customer experience,” says Williams.

To ensure the brands managed the digital delivery effectively, the centralised

ecommerce team provided direction to help maximise each brand’s online presence

and insourced key ecommerce trading and technology activities from incumbent

suppliers. As Williams explains: “The brands were all at different stages of maturity in

their ecommerce journey, with different platforms and processes, many of which were

completely outsourced.”

Case StudyCENTRALISING ECOMMERCE

Labelux creates brand synergies and expands internationally with Demandware

IN ACTION:

Labelux & Demandware9 Demandware websites

3 brands

3 languages

3 currencies

33%

of site visits from mobile devices

Zagliani: Reversible Tote

© 2014 Demandware, Inc. This document contains archival information which should not be considered current and may no longer be accurate. Approved for unlimited distribution.

To support its new model, Labelux needed a centralis ed team and a centralised

solution that would ensure alignment, manageability and a fast go-to-market strategy.

“We wanted a platform that could accelerate the evolution of our ecommerce

capabilities,” comments Williams. “Demandware offered all the functionality and

fl exibility we needed to establish a strong online business for each of our brands while

also ensuring that each brand website is unique.”

UNLOCKING NEW OPPORTUNITIES

Labelux took its fi rst step towards this vision in July 2012 when it launched four

Belstaff websites concurrently after just four months of development. The launch of

the sites, which span the UK, the US, Germany and the rest of Europe, was timed to

coincide with the opening of new fl agship stores in Milan and New York and the debut

of a new advertising campaign to relaunch the British heritage brand.

Three Jimmy Choo sites followed in November 2013. The sites ship to 179 countries

globally, and include a UK site that supports sales in British Pound Sterling (GBP), a

US site in US Dollars and a global site in Euros.

Two months later, the UK and Italian sites for Zagliani went live. “We were able to

re-use the foundations we’d already created for the other brands, which signifi cantly

reduced the implementation timeline,” adds Williams.

The brands’ sites are mobile-optimised, which is increasingly important with mobile

representing over a third of total online visits. “It’s very easy to add new features with

the platform that enhance the customer experience,” says Williams. “For example,

on the Jimmy Choo site we’ve simplifi ed navigation and the check-out process, and

added in a wish list feature and dynamic product recommendations”

Using the Demandware Commerce platform, Labelux has also been able to create

sites, private sales and content that reaffi rms the brands’ luxury status. For example,

the Jimmy Choo site includes an editorial section, Choo World, which showcases the

latest collections, celebrity wish lists, videos and behind-the-scenes content on the

brand’s designer.

“Demandware has already helped us improve effi ciency and eliminate different legacy

systems; we have also seen conversion rates improve,” comments Williams. “Now

we have a solid ecommerce foundation, we can focus on maturing our offering

with personalisation and multi-channel capabilities to further enhance the customer

experience and support our plans for future, long-term growth.”

Case StudyCENTRALISING ECOMMERCE

“It’s very easy to add new features with the platform that enhance the customer experience.”

Harriet Williams

Group Multichannel Director

Labelux

Demandware UK Limited

City Point, 1 Ropemaker Street +44 208 895 4867 demandware.com

London, EC2Y 9HT, United Kingdom info@demandware.co.uk

Belstaff: Men’s Weybridge Jacket