The Anine Bing women’s fashion brand has deployed omnichannel order management, mobile point of service and inventory management on iPhone apps using technology from Massachusetts-based NewStore.

NewStore provides omnichannel-as-a-service. Anine Bing has launched the NewStore omnichannel platform, putting iPhone apps in the hands of associates worldwide.

Mobile point of service unlocks in-store revenue drivers such as mobile checkout, clienteling and endless aisle. Inventory is managed efficiently and accurately to support weekly product drops, and omni order management smartly routes fulfilment requests to distribution centres and stores.

The brand’s eponymous founder Anine Bing was one of the first influencers to turn her social media presence into a business. The brand was born organically out of demand from her audience and the brand still relies heavily on Instagram for product R&D, announcements and selling.

It sells products in more than 350 boutiques and 15 corporate-owned stores worldwide. As a retailer, the company needed a partner that could bring the brand’s effortless style into the store experience. It partnered with NewStore for its cloud-based omni order management system and mobile point of service.

“Our designs are classic yet edgy, suited for the modern woman on the go,” said Bing. “It’s very important to me that our store experience reflects the same luxury and effortless style of our products.”

Omni order management is live globally and NewStore apps are deployed in all of the brand’s 15 stores.

“NewStore makes it possible for us to provide an amazing customer experience while making things easier for our store associates,” said Erin McArthur, retail director at Anine Bing. “We are able to do everything from product receiving and inventory cycle counts to clienteling and mobile checkout for endless aisle orders all on an iPhone.”

The technology gives store employees access to customer, order and inventory information all in a single view. The data are unified into one source and accessible via mobile, making global omnichannel operations such as store fulfilment possible. On the front-end, mobile point of sale (mPoS) enables store associates to process in-store and endless aisle transactions anywhere on the store floor.

They can also see clienteling data including a customer’s past purchase history across channels and countries, enabling store employees to guide their customers and making returns seamless. Associates are also able to fulfil endless aisle and buy online pick up in store orders using only an iPhone.

“It’s important to view the investment in physical retail as an investment in the brand overall,” said Stephan Schambach, CEO of NewStore. “All too often brands work in silos, operating online and offline separately. But the reality is that the opening of a physical store will increase online sales in that same region. Anine Bing is a great example of a brand that has built its retail footprint to meet customers where they are. The NewStore omnichannel platform makes it easy for them to expand and ensure customers around the world have an effortless store experience to match the brand’s array of effortless fashion.”

As well as Anine Bing, NewStore users include Burton Snowboards, Decathlon, Diane von Furstenberg, Ganni, Outdoor Voices and Uuntuckit.

Anine Bing, started in 2012, was originally funded by wife and husband duo Anine and Nicolai Bing. Inspired by the Scandinavian simplicity and American energy, Bing began building a brand with the initial focus of creating wardrobe essentials and statement pieces for the modern woman seeking a timeless yet rebellious approach to style. With the power of a loyal social media following, a modern approach to immediate fulfilment of merchandise, and with the objective to create an exceptional customer experience, the brand has become a multi-million dollar business.

To date, Anine Bing is sold in more than 350 boutiques worldwide and has 15 flagship brick-and-mortar stores in major cities including Los Angeles, New York, San Francisco, Miami, Paris, London, Barcelona, Madrid, Sydney, Hamburg and Berlin.