Authentic Brands Group has outsourced its Juicy Couture digital e-commerce platform to Onestop Internet.
Onestop, backed by venture capital firms Bessemer Venture Partners and Fung Capital USA, works with 45 brands. Many of those brands are in the apparel and accessories space, such as J Brand, Seven For All Mankind, Rag & Bone and Frye footwear.
And while Onestop provides a range of platform solutions, ABG’s decision to partner with the company isn’t a surprise given the Li & Fung connection.
Fung Capital is the private investment vehicle of Li & Fung. Li & Fung Ltd.’s Global Brands Group, or GBG, is a key licensee for Juicy. It designs, markets, sources and distributes Juicy products in the core categories of women’s apparel and accessories, girl’s apparel and accessories, handbags and jewelry.
Onestop is one of a handful of firms similar to eBay’s GSI and Yoox that can host and operate the e-commerce component of a brand’s site using a soup-to-nuts approach to handle the back-end services from customer acquisition to digital imaging of product, warehousing and fulfillment, and marketing services such as paid search, as well as social media.
According to John Tomich, who cofounded the firm in 2004 and is chief executive officer of Onestop, his company will use data analytics to cull through what’s selling so inventory can move faster through the supply chain, as well as mine the data to monitor how customers are behaving on the site. The plan is to include integration with the store operating partners overseas, allowing stores to fulfill orders, as well as eventually allowing consumers to buy online and have a Juicy store serve as the pick-up point or return center.
Nick Woodhouse, ABG’s president and chief marketing officer, said the site will sell all core Black Label product categories, as well as have the ability to ship globally.
For now, a Juicy lower-priced offering will be sold exclusively at kohls.com and will be available at Kohl’s stores on Sept. 10.
Woodhouse said the site, although currently operational, will be updated to include social-media content. There are plans to include mobile apps so the consumer can become “immersed” in the Juicy experience regardless of how she chooses to interact with the brand.
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