Specialty apparel retailer shifts store operations to iPhones

Marine Layer will run its retail store activities, including POS and inventory, on iPhone apps.

The vertical casual apparel retailer, which operates 47 stores in the U.S., is deploying the NewStore omnichannel platform across its enterprise. Marine Layer hopes to provide a consistent experience across physical and digital touchpoints and maximize inventory availability and fulfillment options.

The NewStore platform provides a mobile POS and omnichannel order broker, as well as native inventory management and fulfillment capabilities. Marine Layer store associates will utilize the app to provide services such as mobile checkout, endless aisle inventory checks, buy online pickup in-store (BOPIS), ship-from-store, and clienteling.

"Retail stores have always been at the core of our business,” said Adam Lynch, COO, Marine Layer. "With NewStore, our store associates will have a 360-degree view of our omnichannel business; from customers to orders to inventory. This will enable them to fulfill endless aisle and online orders and service customers in-store with simplicity and ease — something that wasn't possible previously."

Marine Layer is rolling out the new mobile solution as it plans further expansion across the U.S. in the coming years.