Intimate deal with Elle MacPherson for Retail Directions

By Peter Dinham
Wednesday, 29 July 2009 10:57

Deals

Australian retail systems vendor, Retail Directions, has deployed its store management system in the first retail outlet in the UK opened by Elle MacPherson Intimates.

Under the deal with the Bendon company, whose lingerie brand portfolio includes Elle Macpherson Intimates, Stella McCartney Lingerie, Bendon and Fayreform, Retail Directions has deployed its SMS solution to handle all store-level functions.

Bendon IT Manager, Darryl Larsen said one of the key drivers for the introduction of Retail
Directions’ system was its international capability.

“The system can handle multiple currencies, languages and tax jurisdictions. It is our first truly remote outlet from an IT perspective. The store system is connected to our global server in New Zealand via an Internet link.”

Larsen said the implementation had been very smooth and the store team was surprised by “how user‐friendly the system was.”

According to Larsen, the technology will support front‐end (POS), store back‐end (including reporting, reconciliations, banking, petty cash, stock control, messaging, and time in attendance), as well as data communications with Bendon’s head office.

“The system is an integral part of Bendon’s global retail system – also provided by Retail Directions – and communicates in real time through a message queuing mechanism from a central database in Auckland, New Zealand.

“Bendon’s commitment to innovation and a design‐driven philosophy has seen it grow to
become an international company with an impressive portfolio of brands.”

Bendon currently operates more than 50 retail outlets across Australia and New Zealand, and according to Larsen first deployed the Retail Directions’ software in all of its stores as well as head office in 2006.

Retail Directions managing director, Andrew Gorecki, said the company’s technology is ideally suited to apparel, lingerie and footwear retailers.