Mulberry is integrating order management technology from Aptos to build its centralised commerce hub.

The new system is aimed at helping the luxury goods group to profitably manage orders through their lifecycle and provide ‘unified bricks and clicks experiences’.

Aptos' solution has been rolled out across the brand’s retail estate, which includes 120 stores worldwide and online channels including its ‘digital flagship’ at Mulberry.com.

Founded as a family-run business in 1971, Mulberry has grown into one of the largest designer and manufacturers of luxury leather goods in the UK, with Somerset factories and a design studio in London.

To keep up with the brand’s international expansion Mulberry recognised the need to establish a unified view of inventory whether stock was positioned in stores, distribution centres or elsewhere and provide seamless online/offline experiences and faster delivery.

Commenting on the Aptos integration, George Clark, technology and customer experience director at Mulberry said: “As e-commerce adoption accelerates, driven in large part by the pandemic, it is clear that the future of retail belongs to those brands that can offer a cohesive and differentiated omnichannel strategy.”

The solution also served a critical need when Mulberry’s shops were closed during the COVID-19 pandemic.

“As a result of our omnichannel approach and use of Aptos’ order management solution, we were able to fulfil online orders with products ‘trapped’ in closed stores during lockdowns,” Clark said. “The ability to sell-through store inventory was a strategic advantage to our business during the pandemic.”

“Now, as the crisis subsides in many parts of the world, Mulberry is committed to offering customers a fully unified bricks and clicks experience,” Clark added.

“This includes interactions with our brand that are both omnichannel and experience rich and fuse the best of the physical and digital worlds. We are excited to move forward on our vision for modern retailing, and with our Aptos partnership.”

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