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 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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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."
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