Fashion & Apparel


Sitoo helps power lifestyle brand YAYA’s international growth.

  • Number of stores
  • Countries
  • Vertical
    Fashion & Apparel


Founded in 1992 YAYA began life focusing on wholesale before transforming into what it is now: a Dutch lifestyle brand for women who like to strike the perfect balance between stylish and casual. 

With 32 concept stores in countries including the Netherlands, Belgium, Germany, France, Poland, and Ireland - and more openings planned - YAYA chose Sitoo to turbocharge the next stage of its growth journey.

Key Results

  • One POS for all stores in all countries rather than multiple systems

  • Streamlined checkout process

  • Ecomm and loyalty integrations

  • Improved omnichannel capabilities

  • 360° view of customers and better insight into how they really behave

The Background

YAYA are seeing significant growth and strive to create an accessible, approachable, and welcoming atmosphere and environment that feels like home in all their stores. 

Patrick Draijer, YAYA owner and Sales Director, explains: “At YAYA, we don’t go for high traffic locations because we’d rather have quality traffic and the right people visiting our stores. Although preferably we want quality in good quantity! 

I think the key in all these things is to make people happy. If they are happy they will return which is amazing. If consumers are unhappy then whatever model you have will break. We’ve been around for some time now so we like to think we’re doing something right when it comes to making our customers happy.”

“What you smell, what you see, and what you can touch are incredibly important. For us, this is combined with a clear offering, knowledgeable store associates, and a first class service.”

The Challenge

YAYA needed to find a modern, mobile-first POS solution that was compliant in multiple international markets and would help align all their stores.

Patrick Draijer adds: “Previously, we used to have different POS systems for our different stores in different markets. At the end of 2021, we decided we needed to align all our stores and also connect them with our ecommerce.

“We needed to find a solution that was modern, internationally capable, API-driven, easy to integrate with our ecomm and loyalty system and easy to use for our store associates.”

The Solution

Patrick Draijer says: “Sitoo was the perfect choice. They offered everything we were looking for, it’s close to being plug-and-play, it’s easy to implement and we can now offer way more services through our POS than we could do previously.”

The Outcome

YAYA is seeing a huge impact with Sitoo. As part of the journey towards delivering a seamless omnichannel experience to its customers, YAYA is also using payment and loyalty solutions from long-term Sitoo partners, Adyen and Voyado. Both of these solutions integrate out-of-the-box with Sitoo and help to create a simple, straight-forward, and immensely powerful ecosystem for YAYA.

Patrick Draijer concludes: “For us, the end game has always been to empower and enable the end customer. A big driver behind the move to get a modern POS system was to find a solution that will help us get a 360° view of our customers and better insight into how they really behave. And the ability to, in line with these insights, continuously adapt and improve our customer service.

“We’ve streamlined the checkout process and put ourselves in the position where we could easily introduce omnichannel capabilities, new loyalty features and drop shipments.”


  • Have a clear vision on who your audience is and how you want to serve them.

  • Make your customers happy because as long as you make people happy, we believe they’ll tend to come back.

  • Tell your story in the best possible way and trust yourself.

  • Evolve to survive.

  • Cooperate and automate in areas where you can.

  • Take out old products to give room to new deliveries and always keep your stores looking nice and fresh.