Country Road Group is embarking on a significant technology transformation, upgrading its e-commerce systems into a unified commerce platform spanning all five of its fashion brands – Country Road, Witchery, Trenery, Mimco and Politix.
The replatforming, which will roll out progressively, is part of a broader strategy by the group to modernise its digital foundations and better connect online and in-store customer experiences. The group has selected Shopify to power the new platform.
Group CEO Steven Cook framed the move as a commercial priority as much as a technology one.
“We have five brands that each occupy a distinct position in the Australian market,” Cook said. “Our investment in a unified commerce platform is about ensuring every customer touchpoint, online and in store, reflects the quality and identity our customers expect, while giving our teams the tools and speed to grow.
"A stronger digital foundation means we can respond to customers faster, reduce friction and invest more in the brand experiences that drive loyalty and growth," he said.
Chief information officer Phil Lewis said a key requirement was finding a solution that could serve all five brands without flattening their individual identities.
"Brand differentiation is central to the design," he said. "Each brand retains full control of their look, feel and customer journey, but share a platform that gives them enterprise-grade capability without enterprise-grade complexity.”
Lewis said the group expects the new platform to deliver faster site performance, quicker product launches and a more consistent omnichannel experience across Australia and New Zealand.
The move comes as the group added marketplace capabilities to its website, allowing all five websites to stock a highly curated selection of third-party brands, including the likes of Scandinavian design house Marimekko, Australian skincare brand Jurlique and watches and accessories from Daniel Wellington.
Country Road Group is one of Australia's largest specialty fashion retailers, operating in the premium pricing space. It is owned by South African retail group Woolworths Holdings Limited.