Global fashion retailer ramps up e-commerce strategy following tech tie-up

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Global apparel and lingerie retailer Huber is set to significantly grow its £145million revenue as part of a new three-year e-commerce strategy.

Huber, which owns brands including Hanro, Hom and Skiny, will be working with leading retail technology business TrueCommerce to increase its online sales via marketplaces including Amazon, eBay and Google Shopping.

In addition to existing wholesale relationships with marketplace operators across the world, Huber intends to operate new online storefronts via a range of new platforms, providing greater access to its products and improved service for customers.

TrueCommerce’s software and managed service will enable Huber to integrate each individual marketplace with the group’s existing back-end systems and provide consistent product information across all platforms globally. The approach is to be launched in Europe – where Huber’s brands are stocked by department stores including Harrod’s, Selfridges and Galeries Lafayette – this summer before also being rolled out in Asia.

Ian Morgan, group head of digital at Huber, said: “A key component of our success is the positive wholesale relationships we hold with retailers – both physical and online – in our key international markets. As such, wholesale remains core to our long-term objectives. But we also recognise the massive growth potential of increasing our sales directly to customers and anticipate this area of the business will account for around half of our future turnover with TrueCommerce’s support.

“In order to facilitate those ambitions, it’s imperative that we’re able to run new online shopfronts through platforms like Amazon in a way where communication and information exchange with our customers is absolutely seamless. We’ve already seen the benefits of piloting this approach and working with TrueCommerce will give us the ability and the confidence to implement it at scale.”

David Grosvenor, managing director of TrueCommerce in the UK and Europe, said: “The ‘Amazon effect’ has changed the game dramatically for traditionally wholesale retail businesses. Not only is more expected of them as an ‘always on’ retailer but they can now service customer demand more directly through platforms such as Zalando, Zalora and TMall. For Huber, that means opening up new markets to fuel its international expansion.

“Having the technology to automate these processes is key to delivering high quality customer service and can bring a true competitive advantage for those who harness it well. Our team is looking forward to supporting Huber through rollout and beyond as online becomes an increasingly important part of its global sales mix.”