Footwear chain Footasylum has selected Massachusetts-based NewStore’s modular, mobile-first cloud platform to power the omnichannel experience across its 60 stores in the UK.

This partnership builds on Footasylum’s modern technology architecture, which also includes Talon.One, a German promotion and loyalty automation platform. Together, NewStore and Talon.One are creating an omnichannel experience for Footasylum’s customers.

“To keep up with the pace of innovation and grow our business, we need a technology architecture that is open, flexible and scalable,” said Mike Wallwork, ecommerce director at Footasylum. “But we cannot build it ourselves. We need commerce partners that align with our vision. That is why we are working with Mach-certified companies like NewStore and Talon.One. These innovative platforms and tools will help us achieve our goals and continue to provide the exceptional level of service our customers expect.”

Established in 2005, Footasylum has made a name for itself as a fashion streetwear and sportswear retailer as well as a brand and trend incubator. The company offers the latest and most exclusive products from brands such as Nike, Adidas, Jordan Brand, Under Armour, North Face, Monterrain, Zavetti Canada and Dripmade, which it sells through its ecommerce web site and physical stores.

By partnering with NewStore, Footasylum will unify these channels, allowing its customers to shop more easily when, where and how they want. Footasylum will also benefit from a direct integration between the NewStore platform and Talon.One’s loyalty and promotion engine, which should enable omnichannel buying journeys that drive brand engagement and customer retention.

“Footasylum’s decision to partner with NewStore is a testament to the changing direct-to-consumer retail landscape,” said Stephan Schambach, CEO of NewStore. “As brands look to scale and provide seamless omnichannel experiences, legacy systems and monolithic architectures can no longer keep up. At NewStore, we believe in the power of a composable technology stack rooted in true SaaS. Our partnership with Footasylum, along with our relationships with like-minded organisations, is a reflection of this vision.”

NewStore and Talon.One are both members of the Mach Alliance, a group of independent companies dedicated to advocating for open, best-of-breed technology ecosystems. By committing to the Mach (Microservices-based, API-first, Cloud-native SaaS, and Headless) approach, both organisations can help brands such as Footasylum propel current and future digital transformation initiatives.

“Running data-driven loyalty and promotion programmes is often one of the most complex elements of a brand’s strategy, and Talon.One plays a key role in streamlining the process,” said Chris Mills, chief revenue officer at Talon.One. “Footasylum’s investment in Mach-certified vendors – including our powerful loyalty and promotion engine – is key to creating engaging buying journeys that drive customer loyalty and retention.”

Footasylum was was founded in 2005 and is headquartered in Rochdale. It sells a mix of footwear, apparel and accessories through stores, web sites and a wholesale channel. It employs around 2500 staff across the UK and was acquired by Aurelius last year.