Footwear company Deckers takes e-commerce sites into the cloud

Footwear company Deckers takes e-commerce sites into the cloud

Deckers Outdoor Corporation – the company behind shoes including Ugg Australia and Teva – has implemented a cloud-based digital commerce platform to expand its business globally.

The Demandware cloud platform has allowed the company to expand its online business globally by implementing localised, consumer-friendly websites for different territories.

The company was traditionally a wholesaler, selling to other retailers and international distributors, but has recently changed its business model to become more consumer-centric. Some 25% of Deckers’ revenues now come from direct-to-consumer sales online and in-store.

To achieve its aim of becoming a global retail merchant online, Deckers had to roll out and maintain localised websites quickly and efficiently – a move its existing on-premise e-commerce platform could not support.

“When we started we had legacy systems comprising a load of databases and lots of things pulled together,” says David Williams, director of online, EMEA, at Deckers.

Click here to read more about expansion plans and use of data to connect with customers.