We have new friends…
…and they are one of the most highly respected and renowned brands in the Nordics.
Meet BY MALENE BIRGER - a Danish womenswear label that beautifully blends Scandinavian minimalism with a touch of bohemian flair. Known for their luxurious, utilitarian collections, BY MALENE BIRGER designs with long-lasting fabrics, feminine details, and timeless silhouettes.
Founded in 2003, the brand entered an exciting new chapter in 2020 under Creative Director Maja Dixdotter and CEO Ellen Dixdotter. With a refreshed brand identity and meticulously curated collections, BY MALENE BIRGER continues to offer a sophisticated wardrobe for the modern woman.
Asked why they chose Sitoo for their POS and Unified Commerce Platform, Cindy Blankley, Head of IT at BY MALENE BIRGER, said: “We were locked into a legacy system and we wanted the power for our brands to think and act in a more omnichannel way. Sitoo gives us the foundation for that.
“Things that were heavy and cumbersome before - and took lots of planning - just get done now because Sitto is such an intuitive tool. People can easily use it and understand what to do without any training. It allows us to deliver a far more human experience in the store.
“Our frontline tech support used to get so many calls during our onboarding because people didn’t understand how to use the tech in store. These calls will be significantly reduced now when we’re using Sitoo. And, with setting up new stores, it’s a fraction of the work we previously had to do with integrating multiple systems. It saves us time and money.”
But what does this mean for the stores themselves and the customers?
Elin Ekvall, Chief Commercial Officer at BY MALENE BIRGER, added: “Premium customers expect an even higher level of service to what they usually get. We want to build our whole ecosystem around the brand. Everything should look and feel the same wherever the brand is consumed - whether that’s our ecom platform, our retail stores or our social channels. What we had previously wasn’t a connected journey. And we had no visibility of what happened in the different channels. Our physical stores should feel like an extension of our ecom platform and vice versa. This is what Sitoo allows us to do.
“We now also have much greater visibility of our stock so we can see what’s moving, where it’s moving and react accordingly. From a customer experience it feels like a premium, super slick, seamless system and experience.
“We’re renovating our flagship store here in Copenhagen and a key thing for us is to get rid of the cash desk. It should be a space where people want to be and enjoy spending time in. We want our physical retail spaces to be more like showrooms. It’s not just a space where you come to buy an item; it’s where you come to understand, interact with, and be inspired by the brand.”
