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Havaianas partners with PVH Corp-backed start-up HATCH on new “Digital Showroom”

Tom Bottomley
21 October 2020

Brazilian flip-flop brand Havaianas has partnered with innovative start-up HATCH, backed by Tommy Hilfiger and Calvin Klein owners PVH Corp., becoming the first customer to license its “Digital Showroom” software.

HATCH is pioneering a fully-digital guided wholesale experience, smoothly fusing fashion and technology. It also offers “Digital Transformation” consultancy services, to ease a brand’s transition into the future of wholesale selling.

Merel Werners, EMEIA Marketing Director at Havaianas, said: “Working with HATCH has been an exciting and transformative experience for Havaianas. We have been very impressed by the combination of technology and the human touch, and how HATCH puts the brand first in a digital way so that the Digital Showroom feels completely ‘Havaianas’. The process has been seamless.”

Anne-Christine Polet, SVP Digital Ventures (HATCH) at PVH Europe, commented: “The digitisation of wholesale selling plays a critical part in driving a more efficient, more resilient and more sustainable fashion value chain.

“By partnering with Havaianas, we will gain valuable insights to fuel the innovation process and make the HATCH Digital Showroom even more effective. This is the future of fashion and we’re excited to see the technology take on the industry.”

Havaianas focus on digitising its near sixty-year-old brand was accelerated by the COVID-19 crisis, with traditional wholesale selling methods no longer an option.Newsletter banner

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