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Abercrombie & Fitch Expands Digital Retail Operations Across Asia

Demandware, Inc., the leading industry provider for enterprise cloud commerce solutions, announced on Tuesday that Abercrombie & Fitch will be using its commerce to power global expansion across Asia.

The teen retailer recently launched 10 new e-commerce sites for its Abercrombie & Fitch and Hollister brands with the Demandware platform, servicing China, Hong Kong, Japan, Singapore and Taiwan. Each site is mobile-optimized through responsive web design.

Billy May, GVP of Digital and Direct-to Consumer at Abercrombie & Fitch, said, “We selected Demandware because it’s a powerful, agile solution that enables us to get into new markets quickly without extensive overhead.” He added, “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 offers a central platform to manage multiple sites, thus enabling the company’s corporate e-commerce team to maintain control over the brand experience. It also allows the retailer to work with regional resources to adapt the sites to the unique requirements of each location.

Jeffrey Barnett, COO of Demandware, explained, “By leveraging our proven cloud infrastructure, Abercrombie & Fitch was able to overcome many technical, operational and regulatory challenges that retailers normally face when expanding into China and other markets across Asia.” He concluded, “With the Demandware platform, A&F established a localized digital presence quickly and cost-effectively.”