Zale Corp., the U.S.’s largest specialty jewelry retailer, is outsourcing its e-commerce platform to GSI Commerce Inc., the company announced today. Zale brands include Zales Jewelers, Zales Outlet, Gordon’s Jewelers, Bailey Banks & Biddle Fine Jewelers and Piercing Pagoda in the United States as well as Peoples Jewellers and Mappins Jewellers in Canada.
GSI Commerce’s systems will replace systems operated in-house by Zale. GSI Commerce will provide the full technology platform, including site administration, the web commerce engine, web hosting and infrastructure, order management and business intelligence.
“We believe there is further growth opportunity available for our brands through the web and through associated multi-channel efforts,” said Bernard Sensale, senior vice president of marketing for Zale. “GSI Commerce provides us with a robust, flexible and integrated e-commerce solution.”
GSI says the Zale deal represents its seventh merchandise category. GSI was in the jewelry category earlier when it owned the Ashford.com luxury merchandise brand. It bought Ashford in 2001 and sold it to Diamond.com 15 months later.
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