The Forrester Wave™: Order Management Systems, Q2 2023

See the Results

Global outdoor clothing brand Woolrich picks Fluent Commerce to drive omnichannel delivery

Openmind & Fluent Commerce help Woolrich boost its omni-channel capability in Europe

London, Australia – July 21 2020: Leading American outdoor clothing brand Woolrich has chosen Fluent Commerce, the global distributed order management platform to boost its capability in Europe to fulfill their ecommerce orders in the most convenient way for the customer and most efficient for Woolrich.

As part of the global investment in its customer experience and planning for future omni-channel requirements in Europe, Woolrich has selected commerce specialist Openmind to implement Fluent Commerce to ensure it is more competitive than ever.

(Federico Manno, GM Global DTC & Digital), Woolrich said, “We are delighted to partner with Fluent Commerce and Openmind to boost our omnichannel capabilities in Europe. CoVID-19 has seen a massive explosion in customer preferences for online shopping and home delivery at speed. These enhanced capabilities mean we can be flexible and fast in managing our ecommerce orders while developing a true omni-channel experience for our customers that makes us even more convenient and easy to shop with.”

Woolrich is the oldest American outdoor clothing brand, with 190 years of American heritage. Today Woolrich collections are distributed in 45 countries through a network of 35 stores worldwide. The company has selected Fluent Commerce’s technology due to the ease and speed of setting up home delivery with the option to easily expand to multi-warehouse, multi-shipping in future, introducing further omnichannel capabilities including the easy integration of more third-party systems.

“We are excited to be working with Woolrich, a brand with rich heritage as it evolves its core business for the modern shopping age and bolsters speed and convenience for its customers. Through our partnership we can help Woolrich grow their digital channels by integrating with their Salesforce architecture, and crucially, provide support from a single partner across ecommerce and order management system implementations removing complexity,” explains Rob Shaw, Managing Director EMEA, Fluent Commerce.

Fluent Commerce provides a flexible, cloud native order management platform that can be customised to fit retailer’s omnichannel strategies. It allows retailers to achieve a single view of inventory and orders across all channels and provides customers with more convenient delivery and collection options to deliver a seamless omnichannel experience. For Woolrich this means the ability to bring fulfilment inhouse with simple integration, leading towards a better overall customer experience.

About Woolrich

Woolrich was established in 1830 in north central Pennsylvania by founder John Rich. Today, it is the oldest American outdoor clothing brand, encompassing two distinctive labels: Woolrich John Rich & Bros., the contemporary high-end outerwear line distributed worldwide and Woolrich Outdoor, designed by the Japanese partner outdoor specialist Goldwin. With 188 years of experience and a rich American heritage, Woolrich products integrate the brand’s historical identity with a contemporary interpretation. The original Woolrich Arctic Parka, introduced in 1972, is now considered the quintessential down parka and is an internationally recognized brand icon and symbol.

Woolrich collections are distributed in 45 countries through a network of 32 stores worldwide. The Woolrich brand is owned by Woolrich International, a new entity created in 2016 after the merger between Woolrich Inc. and Woolrich Europe, that combines 188 years of American heritage and value for the outdoors with contemporary European design.

About Openmind
Openmind is one of the first Italian companies active in digital transformation. Built on strong technological experience, it has a multidisciplinary consulting approach in the areas of strategy, experience design and technology. Openmind has 100 employees and over 40 clients. Partners include Adobe, Atlassian, Fluent Commerce, Magnolia, Salesforce and SAP. For more information visit:

This site is registered on as a development site. Switch to a production site key to remove this banner.