Dsquared2 reveals new 'digital flagship' store to drive D2C sales

Luxury fashion brand Dsquared2 has partnered with Astound Commerce, a digital commerce specialist, to transform its online flagship store in an effort to boost direct-to-consumer (D2C) sales.

The brand was founded by identical twin brothers Dean and Dan Caten who were born in Toronto, Canada and presented their first menswear collection under the name Dsquared2 in Italy in 1995. Today the brothers split their time between Milan and London. Its design philosophy, across men’s, women’s, and children’s wear, is "an edgy mix of Canadian iconography and refined Italian tailoring".

Although the brand is stocked at world-renowned stores including Saks Fifth Avenue, Selfridges and Harrods  - as well as 124 flagship stores across the globe - it is eager to exercise complete ownership over its online storefront and e-commerce operations.

Raffaele Nardo, Chief Digital Officer at Dsquared2, commented: "We want to give our customers more from their digital experiences when shopping with us, matching as closely as possible the highly localised experience that they would be used to receiving in-store digitally, and that meant optimising every touchpoint in the online and post-purchase experience.

"Astound had both the technical knowledge and collaborative spirit needed to deliver this project within an ambitious timeframe. We’re delighted that our customers can enjoy an immersive online shopping journey, no matter where in the world they are shopping from."

Dsquared2 has undergone a digital evolution in just 16 weeks, now providing a ‘high-touch, fully localised, and seamless online experience’. Astound leveraged its proprietary accelerator, Launch360: Storefront, to reduce cost and speed time to market for Dsquared2.

Emma Sahota, Managing Director at Astound Commerce UK, said: "Dsquared2 recognised the need to address the rapidly evolving D2C demands of customers and embed these into its digital strategy. It was our pleasure to work collaboratively with all the project partners to create and integrate a best-of-breed tech stack that could live up to and exceed Dsquared2’s aspirations and create a platform that will ensure long-term success."