Casual clothing chain Marine Layer has implemented Massachusetts-based NewStore’s omnichannel platform in its 46 US stores.

The brand is now offering its customers a seamless omnichannel experience across digital and physical, with core capabilities such as mobile checkout, endless aisle and ship from store.

Marine Layer set out on the path to a better omnichannel experience in mid-2020. It believed the customer experience, inventory optimisation and associate mobility enabled by the NewStore platform would be essential to the business’ continued growth and profitability. Even in the face of an unprecedented retail environment and a critical holiday season, it was committed to developing, iterating and testing its retail systems to deliver an end-to-end omnichannel experience in early 2021.

“Our business is built on a commitment to our customers and a belief that we need to get them the product they want, in the channel they want, with as little friction as possible,” said Adam Lynch, COO of Marine Layer. “So we made the decision last year to turn a very difficult year into an opportunity. That meant going all in on complete cross-channel inventory flexibility, ship from store, endless aisle, and a better in-store experience to become a true omnichannel organisation. NewStore has been a great partner the last six months. We’re launching the entire platform on time across our full store fleet. We are confident it was the right investment at the right time, and know it will benefit our business and our customers.”

NewStore delivers omnichannel-as-a-service with the first platform combining PoS, order management system (OMS), clienteling and inventory. Store operations from endless aisle to mobile checkout to fulfilment are possible with two intuitive iPhone apps.

Stephan Schambach, CEO of NewStore, said: “Marine Layer has demonstrated exceptional resiliency and dedication to its omnichannel journey. There is still much uncertainty in retail, but Marine Layer is ready for the new normal and poised to continue its pre-pandemic growth trajectory. Our turnkey store solution, with PoS, OMS, inventory and fulfilment, will support the brand for the next decade and beyond.”

NewStore 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.