Derek Rose is a brand that understands the importance of free time. That’s why it’s dedicated to helping people look and feel good during those moments, with a fantastic selection of luxurious, functionally-designed, and sustainable loungewear, leisurewear, resortwear, and more.
Since 1926, the Rose family business has helped countless people look and feel great, and won fans the world over – with their iconic pyjamas even worn by the likes of Daniel Radcliffe in the Harry Potter films.
More recently, the team at Derek Rose has been opening new stores across London while building franchise and wholesale partnerships in Toronto, Dubai, and beyond.
To create an in-store experience that’s just as premium as its brand, Derek Rose turned to Shopify. With a seamless and intuitive point of sale (POS) system and integration across digital and physical stores, the team at Derek Rose has succeeded in building an experience that truly mirrors the luxury of their products.
Together, in a very short space of time, Shopify and Derek Rose have achieved:
- A doubling of Derek Rose’s footprint in just three months, with two new stores opened
- 7% boost in turnover generated by sales of website stock in-store
- 6% uplift in cross-selling between store inventory
Challenge
Following decades of providing exceptional products to leading boutiques the world over, Derek Rose opened its first retail store in 2016, and has since been focused on nurturing those spaces as a leading direct to consumer (DTC) channel for the brand.
The team had a very clear vision for their physical in-store experiences from the start.
Derek Rose stores should showcase their Feel-Good Living philosophy, and demonstrate the quality, beauty, and thoughtful design of their products.
Sacha Rose, CEO at Derek Rose, explained this ethos isn’t about driving sales but building an immersive, luxurious and welcoming environment: “Our priority is to have the best experience for the customer possible – whether they’re shopping, or simply browsing.”
Prior to moving to Shopify, the team was using a combination of laptops and tablets on the Vend (now Lightspeed) platform to manage in-store payments. This was causing several issues – not only were they unable to integrate it with their enterprise resource planning (ERP) software but the system also created random stock errors and lacked a single view of online and retail stock. Further, without a single customer view, Derek Rose’s team lacked crucial insights on shoppers – making it harder to optimise the customer experience and their marketing efforts.
Fragmentation and fixing errors was costing the team a lot of time, while the hardware didn’t match the premium look and feel that the brand wanted to build in-store. With the ambition to both improve the existing experience and open more stores, the team knew they needed a new solution.
Solution
After replatforming their website to Shopify, the team at Derek Rose turned to Shopify POS to power its physical store as well. Ultimately, the team chose Shopify, because they needed a unified commerce software solution that would deliver a seamless, consistent, and best-in-class experience both online and in-person.
“Prior to Shopify, the reality was there were very few native omnichannel solutions. We needed an approach that worked seamlessly between our online and offline channels, and Shopify was able to provide that,” says Sacha.
Not only does Shopify POS seamlessly integrate into Derek Roses’ existing ERP, but it also offers a unified experience. Sales associates are able to see all customer touch points and data holistically. They are also able to easily locate stock from other stores or from the web, so customers can purchase items even if the item wasn’t available in the store they visited.
For Sacha and the team, it was crucial that the new solution would provide a premium in-store experience – a luxurious, relaxed, and flexible approach that adapts to customers. Derek Rose wanted a solution that could bring the checkout to the customers – which is why they turned to Shopify’s hardware.
If customers are lounging on the couches, the Derek Rose team can use the portable Shopify POS Go – with a built-in barcode scanner, card reader, and POS software – to serve them there. Or, if a customer’s enjoying a drink at the bar, they can use the Shopify POS Terminal – a dedicated countertop payment station with customised logo alongside an intuitive and reliable customer display. Once the transaction is complete, the assistants can prepare and wrap the items, and bring them right back to where the customer is.
Compared to its previous solution, the new setup with Shopify resulted in a seamless, premium experience across the whole store. Further, Shopify’s intuitive interface meant it was simple to train staff in the new stores quickly, so they could start selling with confidence from the start.
Shopify helps us to provide a seamless shopping experience. With Shopify POS, we bring the checkout experience to the customer, so people can relax, continue to browse and explore the store.
Results
Using Shopify’s POS solutions enabled Derek Rose to double its store footprint in just three months. For Sacha, the ease of implementation was a highlight – he mentioned that Shopify took the worries out of getting the POS setup in new locations as the business expanded. Customer assistants were also able to rapidly familiarise themselves with the platform and, in turn, easily grow cross-selling from other locations thanks to its integrated stock management. As a result, they’ve boosted in-store sales placed from using the POS from website stock by 5% – adding a significant 7% to turnover.
Alongside growing sales, the quick, simple and integrated system has enabled the team at Derek Rose to cut time lost fixing mistakes or searching for information. Instead they can focus on what matters most – nurturing an incredible in-store experience that showcases their unparalleled luxury clothing.
Sacha and team also really appreciates Shopify’s speed of innovation. As Derek Rose grows, Shopify POS continues to evolve to allow them to scale. With even more stores and partnerships in the pipeline, Shopify and its POS solutions are ready to help spread Derek Rose’s feel good philosophy even further.