New Balance Modernizing Retail Operations

Lisa Johnston
Editor-in-Chief, CGT
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New Balance is deploying new technology to modernize its retail operations.  

The apparel and footwear retailer, which operates 130 owned stores across North America and Europe, has partnered with Aptos for its cloud-based applications across its retail business in these regions.

The technology will expand its fulfillment options and optimize merchandise availability. It will also improve interactions across channels, all of which is expected to elevate customer experiences.

“For more than 100 years, New Balance has been a brand and business in motion — we were born to move,” said Stephanie Smith, New Balance VP of retail, North America. “The same energy and passion that we invest in our products, people and communities can be found in our commitment to offering modern, differentiated and highly satisfying customer experiences.”

The deployment will affect nearly every aspect of New Balance’s retail operations, including POS, CRM, OMS, merchandise planning and merchandise managing, with the Aptos Analytics and Sales Audit features providing a single source of truth across the enterprise. The company will also adopt Aptos ONE, a microservices-based SaaS platform in order to deploy new capabilities.

New Balance, which is headquartered in Boston, employs more than 8,000 associates around the world. It reported worldwide sales of $4 billion in 2019.

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