Austin Group's Omnichannel Transformation with Apparel²¹

Austin Group, the powerhouse fashion group behind brands GAZMAN, Cable Melbourne, and Perri Cutten, has built a strong reputation for delivering high-quality fashion across multiple retail channels. With a diverse mix of brick-and-mortar stores, eCommerce, and concessions, Austin Group needed a seamless, efficient, and scalable retail management system. Their long-standing partnership with Apparel²¹ has been instrumental in unlocking new efficiencies, streamlining inventory management, and elevating the customer experience.

Peter Denison, CIO at Austin Group, has been at the helm of this transformation, leveraging his extensive experience in commerce, IT, and solutions architecture. Having worked with multiple ERP platforms in his career, Peter praises Apparel²¹’s adaptability and retail-focused approach.

“I’ve done more integrations than I’d like to admit to,” Peter says. “I’ve been suggesting we change my title from Chief Information Officer to Chief Integrations Officer! Apparel²¹ has played a crucial role in bringing all our systems together.”

Peter highlights the strong working relationship between Austin Group and Apparel²¹. “It’s been an honest and open relationship with clear communication and expectations along the way. We’ve seen significant enhancements and optimizations over the years that have helped us scale and operate efficiently.”

The Challenge: Scaling and Integrating Omnichannel Operations

As Austin Group expanded to over 120 stores across Australia, several challenges emerged:

• Managing a Multi-Brand Structure: With multiple brands serving different customer bases, a centralized ERP system was essential.

• Optimizing Inventory & Logistics: Transitioning from in-house warehousing to a 3PL model introduced complexities in stock control and order fulfillment.

• Enhancing Customer Experience: Customers expected seamless interactions between online and physical stores, requiring real-time inventory tracking and faster order fulfillment.

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The Solution: Unlocking New Capabilities with Apparel²¹

Since implementing  Apparel²¹, Austin Group has undergone a significant digital transformation, integrating key omnichannel retail solutions:

1.      Ship from Store: A Game-Changer for Stock Efficiency

During the challenging covid period and a shift to third party logistics (3PL),  Austin Group pivoted to a ship from store solution to mitigate issues with order processing. Initially, Ship from Store was piloted in just 10 of 75 stores. The positive success led to full deployment across all 75 stores.

The impact was immediate:

• Faster fulfillment: Orders are shipped from the nearest store, minimizing delivery time.

• Reduced stock movements: Eliminating unnecessary store-to-store transfers.

• Higher sell-through rates: Aging stock is cleared directly from retail locations, reducing heavy discounting.

"The model we have for Ship from Store means we direct ship out of other stores, removing the need to move stock between locations. Stock can be shipped directly to consumers looking for a great deal."

2. Floor to Door: Converting Lost Sales into New Opportunities

Another standout feature is Floor to Door, which enables customers to order out-of-stock items and have them shipped directly from another store.

"If someone walks in and we don’t have their size, we can offer Floor to Door," says Peter. "Instead of losing a sale, we fulfill the order from another location within days. The uptake has been incredible. Customers get what they want without having to shop elsewhere."

The Results: Increased Efficiency, Cost Savings & Customer Satisfaction

Austin Group’s partnership with Apparel²¹ has delivered substantial benefits:

✅ Streamlined logistics: The integration of Ship from Store, and Floor to Door has created an efficient fulfillment system.

✅ Real-time inventory tracking: Improved stock allocation has reduced redundant transfers and improved availability.

✅ Cost reductions: Moving from a clearance model to direct fulfillment has cut warehousing and shipping expenses.

✅ Improved customer experience: Faster order fulfillment and omnichannel capabilities have led to higher customer satisfaction.

"We were really surprised with how much revenue Floor to Door has generated. If someone comes in and wants to purchase something specific, they can walk into the store next door and buy something similar, meaning we’ve lost a sale. Now, we offer an immediate solution instead of sending customers elsewhere, and the uptake has been huge."

Looking Ahead: Future Innovations with Apparel²¹

Austin Group continues to explore further enhancements with Apparel²¹, including:

• Expanding Click & Collect and Floor to Door to more brands.

• Enhancing personalization through customer data insights.

• Further automation of stock replenishment and forecasting.

"From inventory management to omnichannel fulfillment, Apparel²¹ has helped us modernize our retail operations. The system continues to evolve with our business, ensuring we stay competitive in a fast-changing retail environment."

Why Austin Group Continues to Trust Apparel²¹

Austin Group’s experience with Apparel²¹ showcases the power of an integrated, omnichannel retail solution. By leveraging Ship from Store, and Floor to Door, they have built an efficient, customer-centric model that reduces costs, increases sales, and enhances customer satisfaction.

Peter emphasizes the key reason they continue to partner with Apparel²¹:

"ERP systems often suffer when businesses try to force them to fit their old ways. Apparel²¹ understands retail and adapts to what we actually need. That’s what makes the difference."

With Apparel²¹ as a strategic technology partner, Austin Group is well-positioned for long-term success, ensuring its brands remain leaders in the evolving fashion retail landscape.