American lifestyle brands Filson and Shinola, owned by Bedrock Manufacturing, have selected NewStore to modernise their in-store experiences.

Massachusetts-based NewStore provides a modular, mobile-first omnichannel cloud platform for retail brands worldwide. The Bedrock brands will implement NewStore mobile point-of-sale, order management and store inventory technology to create seamless, unified customer journeys across all touchpoints.

“It was an easy decision to go with NewStore after assessing various omnichannel options,” said Rob Sayre, CIO of Bedrock Manufacturing. “On top of the company’s proven track record of working with game-changing retailers, the platform can be implemented at a pace that aligns with the unique needs of our brands. The company also has a strong network of technology partners, which was important to us. NewStore’s experience and expertise will be invaluable for both Filson and Shinola as we bring this project to life, and our partnership will only get stronger as we grow our portfolio of retail brands.”

Filson, known for its rugged outdoor apparel and accessories, and Shinola, famous for its handcrafted watches, jewellery and leather goods, will use the NewStore platform’s omnichannel capabilities, including mobile checkout, endless aisle, store fulfilment, buy online pickup in-store (bopis), and buy online return in-store (boris).

“Our brands are committed to providing customers with the highest quality products and experiences,” said Jonathon Pop, principal architect at Bedrock Manufacturing. “By rolling out NewStore at Filson and Shinola, we will dramatically improve how shoppers interact with both businesses. The partnership will streamline operations, improve inventory accuracy, and help our retailers gain valuable insights about their customers, all while offering a more unified shopping experience.”

The platform will allow Filson and Shinola associates to provide a more personal level of service by consolidating customer, order and inventory data into one iOS app. And store employees will be equipped with iPhones, enabling them to access real-time data, assist customers more efficiently, and process transactions from anywhere on the store floor.

“From day one, NewStore was built on a composable SaaS architecture, which allows brands like Filson and Shinola to deploy features and scale based on their needs,” said Stephan Schambach, CEO of NewStore. “This has become more important than ever in today’s retail environment. These brands have spent years establishing their reputations and cultivating a loyal following. Investing in omnichannel with NewStore will strengthen those foundations and future-proof both businesses.”

Bedrock Manufacturing is home to a stable of design-led, global brands, including Shinola and Filson. Detroit-based Shinola is a design brand with a commitment to crafting products that are built to last, from timepieces to leather goods, jewellery to audio. Seattle-based Filson is known for its outdoor clothing and accessories.

NewStore provides omnichannel-as-a-service for retail brands worldwide. Its mobile-first, modular cloud platform includes PoS, order management, inventory and native consumer apps. Customers include Burton, Faherty Brand, G-Star Raw, Marine Layer, Roots Canada, Scotch & Soda, UntuckIt, and Vince. The company is backed by General Catalyst, Activant Capital and Salesforce Ventures.