The sports brand’s new sites focus on Germany, France, Italy and other countries.
Abdul Montaqim , Internet Retailer
Sports brand Quiksilver has launched 10 retail sites in countries across Europe.
The U.S.-based marketer of apparel, shoes and gear for surfers and snowboarders is now selling to consumers in Austria, Belgium, France, Germany, Ireland, Italy, Luxembourg, the Netherlands, Spain and the U.K.
“Quiksilver had a very aggressive market expansion strategy and we needed a platform that would allow us to roll out multiple sites across geographies in a fast, efficient way,” says Nicolas Foulet, Quiksilver’s senior vice-president, digital. “Equally important was the ability to create distinct brand experiences that we can continuously evolve and enhance for our customers.”
Quiksilver built the sites on an e-commerce platform supplied by Demandware Inc. Demandware, a software-as-a-service e-commerce platform provider, enables companies to design, implement and manage their own customized e-commerce sites, including web sites and mobile sites.
Demandware says it supplies templates that allow retailers to modify their e-commerce sites according to country. While all the new Quiksilver sites are similar, each has its own language, corresponding country flag and appropriate currency (euro or British pound). The sites also contain links to blogs and company event information in a variety of languages and incorporate community and social media features. Consumers can purchase more than 3,000 outdoor sports products via the sites.
Quiksilver is No. 618 in the Internet Retailer Second 500 Guide. The merchant, along with the many brands that it owns—including Roxy, DC, Hawk and GNU Snowboards—sells its products in more than 90 countries through multiple channels, including online through other e-commerce sites other than its own, in its own bricks-and-mortar stores and at other retail locations, including action sports stores and department stores.
The brand also sells its products via Amazon.com’s new sports store, which launched last month.
Quiksilver’s net revenues for the quarter ending June 11 totaled more than $492 million. For the fiscal year ending October 31, 2011, the company says approximately 65% of sales came from outside the United States.