Premium hair styling brand selects hybris platform for multi-site, multichannel operation

Premium hair styling brand selects hybris platform for multi-site, multichannel operation

Jemella Group, which trades under the ‘ghd’ hair styling brand, will be basing its extensive new multichannel platform on hybris applications.

The core element of the hybris Multichannel Suite – hybris business-to-consumer (B2C) Commerce, will underpin ghd’s requirement to build a central e-commerce solution that can support its fast growing international business, according to its provider.

The privately-funded Jemella Group launched the ghd brand, which stands for “good hair day,” in 2001, attracting a following of loyal customers, many of who purchase online. It is important however, for ghd, that it delivers an outstanding online experience, not least because it faces strong competition from counterfeit sites.

Managing diverse business requirements

Jemella Group reviewed a range of platforms before selecting hybris B2C Commerce, which will be implemented by hybris partner, Tacit Knowledge.

Stuart Spiegel, chief digital officer at ghd, said: “We were looking for a world-class commerce solution to underpin our expansion plans, which is why we have selected hybris. The hybris B2C Commerce platform can manage the variety of our requirements and provide us with a solution that will support us as we grow.”

Within the hybris Multichannel Suite, hybris B2C Commerce is designed to enable businesses to optimise customer interactions on a global scale and integrate order processes from different channels.

The professionally endorsed hair styling brand is available only through exclusive salons, ghdhair.com and a few select retailers.