Deichmann Group upgrades its e-commerce system with the help of Scayle

Deichmann, Europe’s leading shoe retailer, is transforming its online and omnichannel business with the enterprise shop system from Scayle, reducing the complexity of its digital system.

The digital transformation project will also include Deichmann’s 4,600 physical stores in 31 countries as well as 41 online shops.

In 2022, the Group reported record sales of £6.9 billion (€8.1 billion) and is setting the strategic course for the future with far-sighted investments.

To reduce the complexity of a system with different IT architectures, multiple brands, country responsibilities, and stakeholders, Deichmann decided last fall to switch to Scayle’s commerce solution. With modern headless architecture and numerous on-demand functionalities, the enterprise shop system offers 'maximum flexibility, easy international scaling, and high innovation speed'.

All 41 online shops, including Ochsner Sport and SNIPES brands, are currently moving to Scayle's e-commerce technology. After only six months into the project, the first Deichmann country shops went online in the Czech Republic and Slovakia in May.

Severin Canisius, CIO & Executive Board Member at Deichmann, commented: "By switching to Scayle's commerce solution, we can unify the IT architecture of our brands and countries and leverage synergies. The brand experience benefits from the close integration of online and offline services.

"With Scayle as a platform base, we are confident to quickly leverage omnichannel synergies across countries and keep our customers happy across all channels. We are very satisfied with the constructive collaboration with Scayle and see the fast go-lives in the Czech Republic and Slovakia as confirmation that we are on the right track."

Tobias Ring, Director of Growth at Scayle, added: "We are very proud to have the opportunity to implement this extensive and complex project with Deichmann. We were particularly impressed by the willingness and expertise of the Deichmann teams to build interdisciplinary teams at high speed and quality and to drive the transformation forward boldly. A relaunch within six months would not have been possible without this outstanding collaboration."

This news follows a string of investments from the footwear brand. Just yesterday, Deichmann unveiled its new store at the Ashley Centre in Epson. The company invested £400k in the space to reflect its new and improved retail format to deliver a more spacious and modern shopping experience.