New Brooks Brothers Site Essential to Omnichannel Plans

Brooks Brothers, the oldest clothing retailer in North America, launched a new e-commerce site,, on a commerce platform designed by Demandware, a provider of enterprise cloud commerce solutions. Brooks Brothers is leveraging Demandware as the digital foundation to extend the exceptional service, quality and timeless style the iconic retailer has been delivering for nearly 200 years to digital channels. A critical component of Brooks Brothers' omnichannel strategy, the new site will be tightly integrated into new merchandising and store systems. The company also plans to use Demandware for international expansion.

In 1818, Brooks Brothers became the first ready-to-wear fashion emporium in America with the opening of its initial store in New York. Since that time, it has become an institution shaping the style of American dress through fashion innovation, fine quality, personal service and exceptional value. Today, Brooks Brothers has more than 330 stores around the world.

Brooks Brothers choose Demandware for the commerce platform's speed and agility. What's more, Demandware's cloud model provides operational efficiencies and better economics for Brooks Brothers' complex environment that includes many different and evolving product categories, a proliferation of customer data and intelligence, and an ever-increasing amount of content to help consumers research and purchase products. With Demandware, Brooks Brothers is able to effectively manage multiple sites across geographies and channels.

"Over the past two centuries, many things have changed, but Brooks Brothers' commitment to innovation and a superior brand experience has not wavered," said Ken Seiff, executive vice president, direct and omnichannel at Brooks Brothers. "We want to serve our customers in the most exceptional ways regardless of which channel they choose to engage with us. This means knowing their preferences and providing a personalized shopping experience at all times."

Brooks Brothers collaborated with Demandware LINK Solution Partner, Fluid, Inc. for site development, design and system integration. Brooks Brothers also leveraged several pre-built integrations to third-party technologies available through the Demandware LINK Marketplace, including Experian QAS, Accertify, Bazaarvoice, ExactTarget, MyBuys and PayPal.
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