Laura Ashley Customizes Online Retail Experiences Globally

Laura Ashley, an international lifestyle retailer, has selected Oracle Commerce Cloud to support its growing global online business. Now Laura Ashley is able to create seamless, integrated customer experiences across traditional and digital channels and enhance inventory management to meet growing demand for custom, one-of-a-kind goods online.

Laura Ashley sells custom furniture, home accessories, decorating and fashion products in stores throughout the UK, Ireland and France and franchisees in 29 territories globally. To further extend its growing online business, Laura Ashley began selling custom products online in 2001. With over one million combinations of made-to-order products at any given time, Laura Ashley needed more control over its online store to seamlessly deliver custom products to customers across the world.

"Customers can see our products and customize them in store, but a growing number want the option to buy customized items online as well and this was adding significant complexity to our business,” said Colin Rice, chief information officer, Laura Ashley. “With Oracle Commerce Cloud, we have been able to streamline business processes and capitalize on the opportunity to sell custom goods online globally. Oracle Commerce Cloud was the only platform that could accommodate our needs and still give us room to grow.”

Laura Ashley has now been able to redesign and internationalize its website so each territory can customize its online storefront. By enabling Laura Ashley to seamlessly integrate its inventory system and commerce platform, the solution has provided a flexible platform that allows the company to control its front end, deliver personalized experiences at scale and build on its rapidly expanding online business, which has grown 23% percent in the last three years.