Avenue 32 is a women’s online luxury fashion retailer founded in 2011 by Roberta Benteler. Avenue 32 hosts a range of both celebrated and emerging designers, including Alexander Wang, 3.1 Phillip Lim, Peter Pilotto and Victoria Beckham. Avenue 32 sells clothing, shoes, bags, jewellery and accessories to over 100 countries around the world. 

Exclusively an online retailer, it was essential for Avenue 32 to have an eCommerce platform that would be able to handle high levels of traffic but also provide the curated luxury experience that its customer had come to expect. As a multi-brand retailer, it was important that the new site could reflect the Avenue 32 voice, while ensuring a seamless shopping experience and the flexibility to easily create editorial content, including articles, imagery and video features.

The rapid growth and success enjoyed by Avenue 32 since its launch meant that its original platform no longer had the flexibility to cope with the growing needs of the business. The new platform was also required to operate across four regional subdomains for the UK, Europe, America and Rest of the World. In addition to regionally specific sites, mobile capabilities through responsive design were an essential requirement in order to keep connected to an increasingly mobile consumer base.

By working very closely with the Avenue 32 team, Tryzens were able to evaluate a range of eCommerce platforms to meet their requirements. It was decided that a Demandware platform would enable speedy implementation to match the requirements that Avenue 32 stipulated. The scalable nature of a Demandware SaaS platform enables Avenue 32 to make additional platform alterations when required as the business continues to grow.

“With focus on four key regions, encompassing over 100 countries, it was important that Tryzens and Demandware could provide a solution that was both flexible and could withstand our specific requirements. We needed to have a site that could work globally at high traffic volumes without any issues; and the team at Tryzens were able to deliver a robust platform that could simultaneously provide us with the technical functionality and the luxury look and feel that the Avenue 32 brand has come to represent,” said Sinead Berry at Avenue 32.

Tryzens also supplied Avenue 32 with its new Managed Services offering, providing 24-hour proactive maintenance and monitoring, all handled via Tryzens. The new service, which is the only Demandware certified support service offering available in the UK market, ensures that Avenue 32’s online site is constantly monitored for any threats or technical issues that might cause the sight to go down.

Avenue 32 have also implemented the new Tryzens TradeState tool allowing them to measure the onsite analytics in real time and review the state of its site trading, providing Avenue 32 with the information necessary to optimise its users experience to increase growth and revenue.

“By partnering with Tryzens we have not only been given a new website that is key to our growth as a global business into the future, but also one that is securely monitored and maintained,” concluded Berry.