Paul Smith creates global brand presence

Iconic fashion brand Paul Smith is removing the boundaries between its online direct-to-consumer (DTC), digital wholesale and physical retail to create a seamless, global brand presence

Paul Smith transformed its digital flagship in 2022 to create a rich online store.

However, beyond the product pages, the customer experience fell flat with a slow checkout while the Paul Smith team faced several challenges streamlining and scaling its business because of its existing ecommerce platform.

Following an introduction to Centra, it became clear it’s out-of-the-box functionality, across both its DTC and digital wholesale solutions, solved many of Paul Smith’s challenges in creating limitless, agile and scalable digital channels.

The migration to Centra, which originally only focused on DTC, turned into a complete overhaul of Paul Smiths entire digital business – including digitising wholesale on the Centra Showroom. Paul Smith’s thousands of global wholesale partners can now access Centra’s inbuilt digital wholesale showroom, which modernises the buying process through a like-for-like DTC consumer shopping experience, including individual pricing, global tax calculations and shipping management.  With all B2B orders now running through Centra and fast tracking the end-to-end process, Paul Smith can now redeploy development resources to focus on ecommerce development while its wholesale team can focus on enriching the buying experience for merchants.