Australian activewear brand Lorna Jane has rolled out the NewStore omnichannel platform to more than 100 stores across Australia and New Zealand.

Massachusetts-based NewStore provides a modular, mobile-first omnichannel cloud platform for retail brands worldwide. It is now powering the in-store shopping experience for Lorna Jane.

By rolling out the NewStore platform across its 107 stores, the Australia-based activewear brand has taken a step towards enhancing its omnichannel operations and creating a seamless and unified customer experience.

“NewStore is a critical component of our digital transformation strategy and the most forward-thinking, innovative retail platform available today,” said Peter Clarke, chief technology officer at Lorna Jane. “We were able to rip and replace our old system and roll out NewStore across two countries and more than one hundred locations with a cutover of just one day, which is a remarkable achievement that demonstrates the platform’s robustness and scalability.”

Lorna Jane was founded in 1989 by fitness instructor Lorna Jane Clarkson, who pioneered the activewear category. Sustainability is at the core of Lorna Jane’s DNA, and its eco-friendly mindset extends well beyond its clothing.

In fact, one reason the brand decided to partner with NewStore is that both organisations believe the future of retail will be paperless and cashless. By running its retail business on iOS, Lorna Jane is further reducing the impact of its environmental footprint.

“Since going live on NewStore, the feedback from our store teams has been overwhelmingly positive,” said Clarkson. “The platform is so intuitive and easy to use that our associates have been able to master it almost overnight. On top of that, the mobility of NewStore has allowed us to rethink the layout of our stores. We can now remove our traditional cash wraps, creating a dedicated space for fulfilling online orders in-store and modernising the overall look and feel of our physical brand.”

Equipped with an iPhone or iPad, shop assistants can serve customers anywhere on the store floor. The NewStore platform has a microservices, API-first architecture, which allows it to integrate seamlessly with Lorna Jane’s ecommerce platform and enterprise resource planning option. As a result, all customer, inventory and order data are available in real time on the store associates’ devices, enabling omnichannel capabilities such as mobile checkout, inventory lookup, store fulfilment, buy online pickup in-store (bopis), and buy online return in-store (boris).

“The Australian retail market is at the forefront of the retail industry’s evolution, and Lorna Jane is a great example of how brands in this region are doubling down on omnichannel,” said Stephan Schambach, CEO of NewStore. “The success they have seen in such a short amount of time is a testament to our shared vision, and we will build on the foundation we have laid by further optimising the shopping experience for both store associates and customers.”

NewStore provides omnichannel-as-a-service for retail brands worldwide that want to accelerate their digital transformation. Its mobile-first, modular cloud platform includes PoS, order management, inventory and native consumer apps. NewStore 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.