Managing multiple brands and sales channels

Watches, jewelry, and fashionable accessories: Italy’s Binda Group brands have epitomized quality and style. To promote its trend-setting labels, such as Breil and Hip Hop, the company required a powerful e-commerce platform. After a detailed evaluation of several vendors offering transaction-based licensing models, the Binda Group opted for Intershop—a highly flexible and scalable solution that allows centralized management of multiple brands and stores. From start to go-live, the first shop project took just three months to complete.

Binda visual: Getting closer to customers

Binda Group is a watchmaking company since 1906. After the acquisition of US Geneva Watch Group in 2008, Binda Group owns Breil, Hip Hop, Freestyle and Vetta and has a licensing agreement for Love Moschino, BCBG MaxAzria, Kenneth Cole New York, Speedo, Ted Baker London, Tommy Bahama, Tommy Bahama Relax. In Italy it distributes the brands Seiko and
Lorus.

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Binda Italia S.r.l

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year of foundation

The challenge
  • Create a unique, memorable and personalized customer experience
  • Increase brand recognition, e.g., with large-format video backgrounds
  • Use a transaction-based licensing model to keep initial investment low and minimize financial risk
  • Enable centralized management of multiple brands and websites
The result
  • Intershop Commerce Platform as the core of the global e-commerce initiative
  • Fast roll-out and centralized management of multiple branded stores in the respective local language and currency with all appropriate payment and shipping options
  • Responsive design: all shop content seamlessly adapts for optimum display on mobile devices, such as smartphones and tablets
  • Intershop solution requires minimal configuration and integrates easily with existing IT systems
"Our new e-commerce platform is an exciting way to reach our customers, understand their needs and wishes, and provide them with the right and innovative products. Plus, it allows us to reach a wider market globally. With no previous experience in running an e-commerce business at Binda, we have really benefited from Intershop’s and SMC’s technical knowledge and skills. We now look forward to extending our platform to our other brands and markets."
Alberto Caprioli ICT Director at Binda Group
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Gerrit Enthoven
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Gerrit Enthoven
Director Sales EMEA Phone