Figleaves launches mobile-first strategy with Demandware to enhance the customer experience


Demandware,  the industry-leading provider of enterprise cloud commerce solutions, has announced that luxury lingerie retailer, Figleaves, has selected its scalable cloud commerce solution as the foundation of its mobile-first strategy.

To launch its mobile-first approach, Demandware will enable Figleaves to provide a unified cross-channel experience that engages customers with dynamic content. Figleaves will introduce new features designed to personalise the overall experience for shoppers including wish lists and the option to see recently viewed items. In addition, Figleaves will refresh its online store with responsive design so consumers can access the same dynamic content on desktop and mobile devices.

“Since establishing in 1998, Figleaves has grown into a retail destination that shoppers trust for quality and innovation and Demandware Commerce Cloud will allow us to maintain this position by opening up new possibilities for us to build on our online community,” said Tom Fitzgibbons, head of web and IT at Figleaves. “We are confident that Demandware will allow us to continue innovating with the consumer shopping experience by developing new initiatives that promote greater integration across various channels and devices.”

Figleaves leads the way in lingerie, swimwear, nightwear and menswear. With years of insider knowledge and expertise, the retailer offers an unmatched size range from AA-K cup and handpicks from over 200 brands, as well as creating exclusive, in house collections. Figleaves has over 1.2 million customer visits each month and delivers to over 100 countries from the UK.

Figleaves currently has two websites, for the US and the UK. As the retailer expands into new territories and markets, the unified solution will increase speed-to-market by enabling Figleaves to easily implement like-for-like currencies and languages to exceed customer expectations in new territories.

“Figleaves previously relied on a bespoke solution, which meant that reacting to customer demands or keeping up with competitors was reliant on the knowledge and skills of its internal development team,” said Andrew Gilboy, VP EMEA at Demandware. “By adopting our cloud-based approach then Figleaves will have access to the latest technology so it can concentrate on delivering a seamless user experience that is consistent across channels and devices. We look forward to working with one of the UK’s leading retailers to share our experience in the apparel space and help drive retail sales.”