Fashion & Apparel

Shaping New Tomorrow

Embracing the future with headless and composable technology.

  • Number of stores
  • Countries
  • Vertical
    Fashion & Apparel


Danish-based brand Shaping New Tomorrow started in 2015 when three childhood friends set out to change perceptions around traditional menswear by making everyday life more comfortable for men across the globe.

Their ethos of making great looking clothes that are also extremely comfortable to wear quickly captured the imagination. And it led to them securing a fundamentally important investment after they appeared on the Danish TV show Løvens Hule (the Danish version of Dragon’s Den) in 2018. Since then, the huge success of their online store has seen them open physical stores in major cities across Europe.

Key Results

  • Massive and sustained growth

  • Fluid transition and flow between online channels and physical channels

  • Greatly improved omnichannel offering

  • Personalized physical and digital experiences 

  • The simple POS UI has enhanced the store associate experience

The Background

For some retailers, customer experience (CX) is only ever a buzzword. For others, CX is a way of life. It’s embedded deep within the core of their DNA and shapes decision making across the entire organization.

For Danish-based Shaping New Tomorrow, one of the hottest properties and fastest growing brands in retail, an unrelenting focus on creating extraordinary experiences for their customers has helped fuel their incredible growth.

The Challenge

SNT are starving to be the best in the business and offer seamless, personalized, and exceptional experiences to their customers across all their touchpoints.

Sebastian Juul Jensen, CX Manager at Shaping New Tomorrow, says: “Our aim is to treat people in a less ‘selly’ way than they are typically used to when they visit a store. Of course, we have to sell our products - I wouldn’t be in a job if we didn’t and neither would my colleagues - but we approach it differently to most.

“Our ultimate aim is to use tech to create these amazing experiences that are personal but also digital so there’s a fluid transition and flow between our online channels and physical channels.”

The Solution

Sebastian Juul Jensen says: “We’ve come very far with Sitoo - the partnership we have with them is great - and our omnichannel offering is already much better than it used to be.

“The focus and discussions we have are always fruitful and the base technology in the POS is awesome. The user interface is so easy for store associates that they just go into one of our stores and learn it in an instant because it’s just like using a smart device. 

“Other systems are rooted in legacy and are very heavy to learn and to use. The partnership is only going to grow and be more important in the future.”

The Outcome

Sebastian Juul Jensen adds: “For Shaping New Tomorrow, we want to expand into new markets and continue building up our base of loyal, passionate guests - which is why CX is so important to what we do. 

From a tech point of view, the future is headless and composable and we need to keep changing with technology otherwise it will overtake us. Our desire is to create experiences that can help us deliver our goals and reach our targets - and we know technology is a vital part in helping us achieve this.”


  • Dare to do things differently and think differently. Try new things all the time.

  • Make sure people recognize that going to one of your stores is more than just a purchasing experience, that it actually becomes something that improves their day. 

  • Make everything more seamless and use stores as more than just stores because they are more than places just to sell - use them as inspiration and a gateway to the online experience (and vice versa).

  • Real interaction is always going to be super important. People are increasingly going to want human experiences and your stores are the perfect place to give them these.