US clothing chain Faherty is digitally transforming its 25 shops using omnichannel technology from Massachusetts-based NewStore.

With the company’s combined cloud-based PoS and order management as its retail foundation, the clothing and lifestyle brand hopes to scale and unlock the store revenue-drivers of modern retail.

Founded in 2013 by Alex, Mike and Kerry Faherty, the brand operates 25 stores and sells clothing in 300 specialty stores with plans to grow coast to coast in the USA this year. Each store is designed from the ground up as a place to host and engage customers.

“Our brand is a true labour of love,” said Alex Faherty, CEO of Faherty Brand.” It is why we put our customers, the community and the planet at the forefront of every decision we make. As we grow, we want to be the best we can be. Having the NewStore platform at the core of our retail operations will allow us to create great shopping experiences that, like our products, last a lifetime.”

NewStore helps retailers unify their digital and physical retail. It brings together customer, order and inventory data into an omnichannel order management system, and makes those data available in real time in a modern PoS. This empowers shop workers to deliver seamless brand experiences with capabilities such as mobile checkout, endless aisle, store fulfilment, inventory management and clienteling.

“Stores are an undeniable asset for DTC brands,” said Stephan Schambach, CEO of NewStore. “However, to reap the real rewards of those spaces, CEOs must leap past what has been tried and true in physical retail and embrace true digital transformation. That’s what Faherty is doing. The rich data in our unified cloud system, leveraged by store associates on iPhone apps, will enable this family-owned, sustainably-minded brand to accelerate and capitalise on its vision for omnichannel at scale.”

NewStore provides turnkey omnichannel store technology for global DTC brands. The company delivers omnichannel-as-a-service with a cloud platform combining PoS, order management, inventory and clienteling. Store operations from endless aisle to mobile checkout to fulfilment are possible with two iPhone apps. Its customers include brands such as Burton Snowboards, Decathlon, Ganni, Goorin Bros, Marine Layer, Outdoor Voices, and UntuckIt. It is backed by General Catalyst, Activant Capital, and Salesforce Ventures.

The idea for Faherty started when Alex and Mike Faherty were kids – twin brothers surfing and daydreaming of creating a clothing brand inspired by their beach town upbringing, deep appreciation of the ocean and the belief that life is better in the great outdoors. Since launching the brand in 2013, the Faherty family has grown to include a group of like-minded, clothing-obsessed, won’t-sacrifice-comfort-for-anything individuals working as a team.