Deckers Outdoor Corp. Powers E-commerce with Demandware

Deckers has launched e-commerce and mobile commerce sites in the United States, Netherlands, United Kingdom and Canada on the Demandware Commerce platform.


Burlington, Mass. – February 1, 2012 – Demandware®, Inc., a leader in on-demand ecommerce, today announced that Deckers Outdoor Corporation, a leading global footwear manufacturer, has launched with Demandware Commerce to power the online storefronts of its global brands: UGG® Australia, Teva®, Sanuk®, Ahnu® and TSUBO®.

To date, Deckers has launched ecommerce and mobile commerce sites in the United States, Netherlands, United Kingdom and Canada on the Demandware Commerce platform. The company recognized an immediate increase in customer engagement and conversion upon switching to Demandware, including a 14 percent increase in conversion on UGGAustralia.com in the first week.

Previously, Deckers was running ecommerce operations on a home-grown platform that limited the company’s ability to innovate and scale. Instead of focusing on staying ahead of the competition, Deckers spent most of its resources on care and maintenance.

“We wanted the ability to integrate cross-channel experiences for our customers on a global scale,” said John Kalinich, vice president of ecommerce for Deckers. “Demandware stood out among the competition as the right platform to help us to achieve our objectives while improving our online brand experience, increasing organizational agility, and growing domestic and international sales.”

Rather than choose an on-premise solution, Deckers felt that Demandware’s on-demand model was most aligned with its strategic business goals. Deckers also believes that Demandware’s advanced business tools such as its Active Merchandising™, strategic content slot strategies and sorting rules will allow the company to develop a better online experience and relationship with its customers.

“Demandware’s on-demand model allows us to move our focus from software development to merchandising and marketing, giving us a robust platform to showcase our brands,” added Deckers’ Kalinich. ”The platform is helping us to decrease the amount of time and resources it takes to launch new sites, implement new integrations and support new acquisitions and our emerging brands.”

“Deckers understands that in today’s age of the consumer, it is more important than ever to evolve to meet customer expectations,” said Jamus Driscoll, senior VP of marketing for Demandware. “By leveraging Demandware’s flexible and scalable on-demand platform, Deckers has the ability to increase agility and continuously innovate and expand its operations to stay ahead of the competition and meet consumer demands.”

About Deckers Outdoor Corporation
Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high-performance outdoor activities and everyday casual lifestyle use. UGG® Australia, Teva®, Sanuk®, TSUBO®, Ahnu® and MOZO® are registered trademarks of Deckers Outdoor Corporation. For more information, visit www.Deckers.com.

About Demandware
Demandware is a leading provider of software-as-a-service (SaaS) ecommerce solutions that enable companies to easily design, implement and manage their own customized ecommerce sites, including websites, mobile applications and other digital storefronts. Customers use our highly scalable and integrated Demandware Commerce platform to more easily launch and manage multiple ecommerce sites, initiate marketing campaigns more quickly, and improve ecommerce traffic. For more information about Demandware, visit www.demandware.com, call 888-553-9216 or email info@demandware.com.


Deckers Outdoor, Demandware