Casual fashion and lifestyle brand Tom Tailor is taking advantage of Massachusetts-based NewStore’s modular, mobile-first omnichannel cloud platform by using its consumer app.

This provides a mobile shopping experience designed to increase customer engagement and drive sales. Tom Tailor customers in Germany can now download the app on both iOS and Android, and the brand will roll it out to additional markets soon.

Founded in Hamburg in 1962, Tom Tailor is rooted in a casual style that serves as the inspiration for its family of product lines. The brand offers a range of clothing and accessories for men, women and children, as well as a home collection that features linen, bath, textile and pillow products. The entire catalogue is available on the app, which gives customers a magazine-like shopping experience via its interactive and intuitive user interface.

“Mobile sales are a key business driver for Tom Tailor, but to truly capitalise on this channel we had to upgrade our consumer app,” said Hendrik Reuter, director of ecommerce at Tom Tailor. “We chose NewStore because it is simply better than anything we’ve seen. Our new app puts the experience of a flagship store in our customers’ hands.”

Through NewStore Studio, the app content management system, Tom Tailor has the tools to maintain a modern and engaging app. NewStore consumer apps cano increase engagement by 2.5 times and drive conversion rates seven times higher than a traditional web site.

Additionally, because NewStore seamlessly integrates with Scayle, Tom Tailor’s ecommerce platform, it is easier to keep the app up to date and provide accurate, real-time product and inventory information.

“Consumers are more mobile-minded than ever, so brands like Tom Tailor have to think beyond traditional ecommerce and brick-and-mortar,” said Stephan Schambach, CEO of NewStore. “By building a native app that complements Tom Tailor’s digital and physical channels, NewStore has given the brand a powerful new way to interact with its most loyal customers.”

With NewStore, Tom Tailor has access to a full-featured mobile commerce platform that includes dynamic product lookbooks, enhanced product discovery, and simple category and product navigation. It also features built-in cart rules, filter attributes, dynamic stock levels and push notification capabilities.

Tom Tailor is an internationally active, vertically oriented fashion company that focuses on casual wear and offers it in the medium price segment. The brand is sold through the retail and wholesale segments, both through the company’s own mono-label stores and through retail partners. These include 421 Tom Tailor stores, 166 franchise stores, 11,150 shop-in-store partners and trading partner multilabel. In addition, the collections are sold via the company’s web site and major ecommerce platforms. The brand is thus present in over 35 countries.

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, clienteling, inventory and native consumer apps. Customers include Burton, Faherty Brand, G-Star Raw, Marine Layer, Scotch & Soda, UntuckIt and Vince. The company is backed by General Catalyst, Activant Capital and Salesforce Ventures.