Another Major Apparel Company Invests in Omnichannel Technology

Billabong has big omnichannel ambitions as it deploys Aptos Singular Commerce to improve global enterprise operations.

Billabong, the surfwear lifestyle company, is focusing on omnichannel improvement with the deployment of Aptos Singular Commerce.

Billabong plans to deploy Aptos Store for point of sale, Customer Relationship ManagementEnterprise Order ManagementMerchandising, and Audit and Operations Management — all in the cloud.

With the new technology, Billabong will be able to blend its physical and digital retail channels and support orchestration of complex omnichannel journeys through a single view of customers, inventory, orders and more.

Billabong International Limited’s core business is building and distributing global brands in the action sports sector. Its major brands of Billabong, RVCA, and Element, along with athletes and advocates, have over 34 million social media followers globally. The company’s brand portfolio also includes Von Zipper, Honolua Surf Company, Kustom, Palmers Surf and Xcel brands.

Founded on Australia's Gold Coast in 1973, Billabong International's brands are distributed through thousands of specialized action sports retailers worldwide, its own branded retail outlets and online.

With Aptos’ Singular Commerce platform and end-to-end cloud solutions, Billabong will integrate every part of its retail enterprise to enable truly seamless customer experiences — no matter where, when or how its customers shop.

“Aptos’ global presence, leading cloud-based technology, and professional services and implementation team were important considerations in our selection process,” said Michael Yerkes, senior vice president, global operations of Billabong International Limited.


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