Brooks Brothers, Demandware, Golden Fleece, Shopper Marketing

Brooks Brothers extends its exceptional service, quality and timeless style through new omni-channel initiative

As part of our coverage of this year’s NRF Big Show in New York City, we wrote on Brooks Brothers’ breakout session where Ken Seiff, executive vice president for direct and omni-channel at Brooks Brothers outlined the tenets of the company’s strategy to create a unique and personalized experience for each customer across all channels.

Brooks Brothers, Demandware, Golden Fleece, Shopper Marketing

Furthering that initiative, Brooks Brothers today announced they have partnered with Demandware to launch a new ecommerce site,, on the Demandware Commerce platform.

“We are not good because we are old,” Brooks Brothers Chairman and CEO Claudio Del Vecchio told’s Artemis Berry in an interview. “But rather, we are old because we are good.”

From the press release:

“Brooks Brothers is leveraging Demandware as the digital foundation to extend the exceptional service, quality and timeless style the iconic retailer has been delivering for nearly 200 years to digital channels. A critical component of Brooks Brothers’ omni-channel strategy, the new site will be tightly integrated into new merchandising and store systems. The company also plans to use Demandware for international expansion.

Brooks Brothers selected Demandware because it enables the company to execute its digital commerce strategies with speed and agility. In addition, Demandware’s cloud model provides operational efficiencies and better economics for Brooks Brothers’ complex environment that includes many different and evolving product categories, a proliferation of customer data and intelligence, and an ever-increasing amount of content to help consumers research and purchase products. With Demandware, Brooks Brothers is able to effectively manage multiple sites across geographies and channels.”