Timberland, House of Fraser launch on Demandware

US apparel brand Timberland has launched a UK website developed
by Demandware as part of its push into international markets. The
ecommerce platform from Demandware is integrated with
Timberland’s other web functions, including customer reviews from
Bazaarvoice, payment processing from Cybersource, Fluid’s web 2.0
design, Omniture’s web analytics and Timberland’s “boot
configurator” tool that allows customers to design their
own boot.

The appointment by Timberland marks Demandware’s overseas expansion as well. The US-based web solutions provider is ramping up operations to meet the needs of European retailers. Mirroring the moves of another US solutions provider, GSI Commerce-GSI opened European headquarters in Barcelona and acquired UK fulfilment provider Zendor (see issue 147)-Demandware has established a new European data centre, opened offices in the UK and Germany and formed partnerships across Europe to “facilitate retailers’ international expansion”, according to a statement. Demandware already serves a number of international brands, including $2 billion toy manufacturer Playmobil, which has sites specific to 11 countries.

Demandware also helped department store House of Fraser launch an ecommerce site on its platform just before Christmas 2007. During the Christmas trading period House of Fraser’s new site “comfortably” delivered a ten-fold increase in order traffic, said a Demandware spokesperson, and it expects annual online sales of £100 million by 2009. House of Fraser developed the site and its ecommerce strategy in partnership with eCommera along with Demandware.

Demandware chairman and founder Stephan Schambach is bullish about his company’s prospects on this side of the Atlantic. “Ecommerce in Europe is exploding,” he said in a statement. “European retailers are coming online in a big way, and established US online retailers are expanding overseas to meet the customer demand. Demandware has invested heavily in its product, its data centres and its delivery capabilities to ensure clients are able to capitalise on these opportunities”.


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