Abercrombie expands digital ops across Asia with Demandware

Burlington, Mass. -- Demandware said that Abercrombie & Fitch Co. is using Demandware Commerce to power global expansion across Asia. The retailer recently launched 10 new e-commerce sites for its Abercrombie & Fitch and Hollister brands with the Demandware platform, serving China, Hong Kong, Japan, Singapore and Taiwan. All of the sites are mobile-optimized through responsive web design.



“We selected Demandware because it’s a powerful, agile solution that enables us to get into new markets quickly without extensive overhead,” said Billy May, general VP of digital and direct-to-consumer, Abercrombie & Fitch. “With Demandware, we gain the speed, agility and operational efficiencies of a cloud platform, with the merchandising control and international capabilities required to deliver a shopping experience that is true to our brands, and appropriately localized for each region.”

Demandware provides a central platform for managing multiple sites, enabling the Abercrombie & Fitch corporate e-commerce team to maintain control over the brand experience, while working with regional resources to adapt the sites to the unique requirements of each geography.



SapientNitro, a Demandware LINK solution partner, led the development effort.