Original Buff is a sports and lifestyle accessories apparel brand established in Barcelona, Spain in 1991. The brand designs and manufactures clothes and accessories for multiple sports including running, cycling, snow sports, yoga, hiking, watersports and more.
With a strong commitment to sustainability and a passion for nature – and the sports performed within it – Original Buff has its finger on the pulse of what sports people need and want from their sports and leisurewear.
While Original Buff has been distributed in many European countries via a network of outsourced distribution channels for a number of years, not owning these channels meant the company didn’t have control over their full shopper experience or brand image.
To provide the best experience and to encourage shopper loyalty and conversions, the company needed to bring all its online distribution channels in-house, but the technological requirements and expertise required to execute would mean it would take years before go-live.
To enable Original Buff to consolidate all distribution channels as well as expand into multiple markets simultaneously, ESW combined the technological requirements needed to incorporate multiple former distribution channels into one solution while rolling out multiple new markets simultaneously.
Original Buff elected to bring all online distribution in-house in partnership with ESW to have oversight and control of all aspects of the customer journey. A key aspect of this was the ability to localise the experience in every market. As ESW has experience selling in over 200 markets for a wide variety of brands and retailers, its in-depth market experience teamed with its proprietary solutions means that Original Buff has a partner that is as invested in its success as they are.
From being live in 16 countries before implementing with ESW, Original Buff is now active in 44 markets across the world including Canada, Mexico, Japan and multiple EMEA countries, with plans to go live in additional markets such as Hong Kong. All markets provide a seamless domestic-equivalent brand experience to all shoppers and revenue has grown 3X since April 2020.
245% increase in checkout orders
45% increase in average order values
201% increase in revenue
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