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Nudie Jeans Has a Local Solution for Online Fulfillment

Nudie Jeans is making home delivery healthier for the planet.

Again working with fellow Swedish company Centra, an online commerce platform, the denim maker has developed a new system that will ship from the customer’s nearest physical store instead of a centrally located warehouse. The solution will reduce delivery times and is more sustainable than previous ones as it reduces fuel use.

“How can it be that you order a pair of jeans that might actually be in stock in a store a five-minute cycle away but end up being delivered, by air, from a completely different country?” said Martin Jensen, Centra CEO. “And if they don’t fit, they get shipped right back. It’s bad for the environment and you have to wait longer for the product to arrive.”

Although it initially launched with Nudie’s wholly owned stores, the new system now integrates all of the brand’s physical sales channels including wholesale accounts and franchisees. With it customers can order online but have their purchase picked, packed and delivered from a local brick-and-mortar store, which will also accept returns. As backup, items are reserved from a main warehouse if no local stores can fulfill the order.

Centra’s Jensen is pleased with the outcome and added that conventional e-commerce is “logistically absurd and environmentally negligent.”

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To connect hundreds of wholesale customers into the new system, Centra worked across many different POS systems to ensure that it was easy to understand and user-friendly. The company also incorporated multiple local taxes and customs capabilities to the program.

Centra said the resulting speed and environmental savings give Nudie an advantage over Amazon and other online giants. The brand will also help support its retail partners by directing customer traffic to them.

“As a brand we really strive to be sustainable in all areas and the existing system was just not a sustainable way to work,” said Melker Lindstrom, Nudie Jeans’ tech leader. “We wanted to present the brand in the way we wanted and develop that front-end with our partners.”

The system is the latest in a long list of sustainable initiatives that Nudie has taken over the years including launching a highly successful denim repair program, achieving GOTS certification and using better fibers.

“Our vision is to become the world’s most sustainable denim brand, and we know that we’ve come a long way, but our work never stops because we know we have just as long a road ahead of us,” Joakim Levin, Nudie Jeans CEO, said upon the release of the brand’s sustainability report last year. “We are proud of what we do, and we hope that our work will inspire others to follow our example.”