Orlebar Brown, a global leader in luxury holiday wear, set out to revolutionize how they connect with their customers. With operations spanning multiple regions – including the UK, EU, US, and Australia and New Zealand – the brand faced a significant challenge: unifying their physical and digital shopping experiences while scaling their operations to meet growing global demand.

Orlebar Brown partnered with Tryzens Global and Shopify to deliver a seamless, connected customer experience. From advanced omnichannel solutions to a unified view of global inventory, the project has redefined the luxury shopping experience, making it effortless and personalized across all touchpoints. 

We sat down with Jamie De Cesare, Digital Director at Orlebar Brown, to discuss the journey, challenges, and the transformative insights that can inspire retailers worldwide. 

Q: What was the main goal of Orlebar Brown’s digital transformation project?

Jamie: Our goal was clear: to create a seamless, connected customer experience across all channels – both online and in-store. We wanted to go beyond simply improving messaging and ensure that every interaction a customer has with Orlebar Brown feels connected and personalized, whether they’re shopping in London, Sydney, or online. 

To achieve this, we worked closely with Tryzens and Shopify to integrate a robust system that streamlines inventory, transactions, and customer data globally. The result was a transformation that makes shopping with us effortless, no matter the touchpoint. 

Q: What challenges did you face in delivering this transformation?

Jamie: One of the biggest challenges was ensuring consistency between our physical stores and online presence. In-store, you can offer tailored experiences through personal interaction but online is a different story. How do you replicate that same level of personalization on a website?

We addressed this by implementing a unified system with Shopify and OneStock that aggregates customer data and stock availability. For example, a store associate can now access a customer’s online shopping history or locate items from other locations. This allows us to offer the same personalized service across channels.

Q: Shopify’s multi-entity payout functionality played a big role in this project. How did it impact your operations?

Jamie: Absolutely – it was a game changer for us. Before Shopify’s multi-entity release, we had to deal with currency conversion fees when operating across regions. Now, with Shopify Markets, we can transact and get payouts in multiple currencies on a single store.

This simplifies financial processes for our global operations and ensures customers in every region, from Australia to Europe, can shop and pay in their local currency. It’s a subtle yet powerful improvement that enhances both operational efficiency and the customer experience.

Q: You’ve talked about creating a connected customer experience. How did you approach this?

Jamie: The customer was at the heart of every decision. We spent a lot of time analyzing data and understanding what our customers value most. From there, we designed a system that addresses those needs – removing friction, improving personalization, and ensuring access to the full range of our products, whether online or in-store.

It wasn’t just about implementing technology; it was about creating a philosophy for our IT and retail teams. Everyone worked together to address pinch points and ensure the solution aligned with our goals.

Q: What advice would you give to global retailers considering a digital transformation? 

Jamie: First, keep things as native as possible. The simpler the solution, the easier it is to manage and scale. Second, involve all stakeholders early in the process – it’s not just a tech project, it’s an “all-together” project. Finally, focus on removing friction. If you can identify and address the pain points in your current operations, you’ll set the foundation for a truly seamless customer experience.

Q: Finally, what excites you most about this transformation?

Jamie: I think it’s how easily we can now scale and adapt to future needs. Shopify’s ecosystem allows us to enable new apps and technologies quickly, so we’re always ahead of the curve. But what excites me most is the impact on our customers. Whether they’re shopping in Sydney or browsing online in New York, they’ll experience the same level of care and personalization that defines Orlebar Brown.

Discover the blueprint for retail success 

Orlebar Brown’s transformation with Tryzens and Shopify offers valuable lessons for retailers worldwide. If you’re ready to enhance your customer experiences and streamline your operations, get in touch with us to learn how you can achieve similar results.