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Tria Beauty eyes global growth
The skin-care company is setting up shop in multiple countries on a new platform.
Managing Editor, B2B E-commerce
Tria Beauty, a manufacturer and retailer of skin-care products, is using a new e-commerce platform from Germany-based hybris to serve several international markets.
Although Tria Beauty sells through several major retailers like Nordstrom, Neiman-Marcus and Bloomingdale’s, its fastest growth is through its own direct-to-consumer sales, says Sridhar Nallani, vice president of information technology.
Tria Beauty operates several retail e-commerce sites for the U.S., Japan, Korea, Canada, Spain and the U.K., but until recently it operated each site on its in-house-developed platform based on the PHP programming framework.
To better support its online sales growth, which includes plans to launch sites for China and Australia, Tria realized it needed to migrate to a common e-commerce platform that would effectively integrate with its central enterprise resource planning system, including its back-end accounting and inventory management systems.
Under its previous systems, Tria was unable to manage its home-grown sites from a central location, and that posed a growing problem as the retailer entered new markets. “It was getting out of hand as we tried to scale,” Nallani says. Tria also wanted its e-commerce site managers in each country to be able to control key parts of site content.
It chose hybris because it could integrate all the sites with its enterprise software and also provide local control to each site’s managers for merchandising and marketing, Nallani says.
Hybris also offered the best combination of out-of-the-box e-commerce functionality and integration of multiple sites with a back-end ERP system, he adds.
“Out of 60 features from hybris, several are completely open to being controlled by our business folks in different countries—for example, creating new landing pages and quickly changing graphics, and in their local language and currency, but with our common branding image,” he says. “These guys don’t have to depend on corporate I.T. to get things done.”