Derek Rose created a luxury store experience with Shopify POS to express his brand

Derek Rose is a brand that understands the importance of leisure time. That’s why the brand’s goal is to help people look and feel good in those moments by offering a fantastic range of luxurious, functionally designed and sustainable loungewear, casual wear, resortwear and more.

Since 1926, the family-run company Rose has helped countless people look and feel great and has won fans all over the world – the legendary pajamas have even been worn by the likes of Daniel Radcliffe in the Harry Potter films.

More recently, Derek Rose’s team has opened new stores across London and established franchise and wholesale partnerships in Toronto, Dubai and elsewhere.

To create a shopping experience that was as high-end as the brand, Derek Rose turned to Shopify. With a seamless and intuitive point-of-sale (POS) system and the integration of digital and physical stores, Derek Rose’s team was able to create an experience that truly reflects the luxury of their products.

Together, Shopify and Derek Rose have achieved the following in a very short period of time:

• Derek Rose doubles its presence in just three months by opening two new stores
• 7% increase in sales through sale of website items in store
• 6% increase in cross-selling between store inventories

Challenge

After decades of supplying exceptional products to leading boutiques around the world, Derek Rose opened its first retail store in 2016 and has since focused on promoting these spaces as the leading direct-to-consumer (DTC) channel for the brand.

From the beginning, the team had a very clear vision for the physical shopping experience in the stores.

Derek Rose’s stores were designed to showcase her philosophy of well-being and demonstrate the quality, beauty and thoughtful design of her products.

Sacha Rose, CEO of Derek Rose, explained that this ethos is not about increasing sales, but about creating an inclusive, luxurious and welcoming environment: “Our priority is to provide the customer with the best possible experience – whether they are shopping or simply browsing.”

Before switching to Shopify, the team used a combination of laptops and tablets on the Vend platform (now Lightspeed) to process in-store payments. This led to several problems – not only did the platform not integrate with enterprise resource planning (ERP) software, the system also caused random inventory errors and lacked a unified view of online and retail inventory. Additionally, without a unified customer view, Derek Rose’s team was missing key insights into shoppers – making it harder to optimize the customer experience and marketing efforts.

Fragmentation and bug fixing were costing the team a lot of time, and the hardware didn’t match the premium look and feel the brand wanted to create in its stores. With the goal of improving the existing experience and opening more stores, the team knew they needed a new solution.

Solution

After moving their website to Shopify, Derek Rose’s team also chose Shopify POS to power their brick-and-mortar store. Ultimately, the team chose Shopify because they needed a unified commerce software solution that would provide a seamless, consistent, and best-in-class experience both online and in person.

“Before Shopify, there were very few native omnichannel solutions. We needed an approach that worked seamlessly between our online and offline channels, and Shopify could provide that,” says Sacha.

Not only does Shopify POS integrate seamlessly with Derek Roses’ existing ERP, it also provides a unified experience. Sales reps can see all customer touchpoints and data holistically. They can also easily find inventory in other stores or online, allowing customers to purchase items even if the item was unavailable in the store they visited.

It was crucial for Sacha and the team that the new solution offered a premium shopping experience – a luxurious, relaxed and flexible approach that adapts to customers. Derek Rose wanted a solution that brought checkout to the customer – that’s why they chose Shopify hardware.

When customers are lying on the sofas, Derek Rose’s team can use the portable Shopify POS Go – with integrated barcode scanner, card reader and POS software – to serve them there. Or when a customer is enjoying a drink at the bar, they can use the Shopify POS Terminal – a special checkout station with a customized logo and an intuitive and reliable customer display. Once the transaction is completed, employees can prepare the items, pack them and return them directly to the customer.

Compared to the previous solution, the new setup with Shopify provided a seamless, best-in-class experience across the store. Additionally, Shopify’s intuitive interface made it easy to quickly train staff in the new stores so they could start selling with confidence right from the start.

Shopify helps us deliver a seamless shopping experience. With Shopify POS, we bring the checkout experience to the customer, so people can relax, keep browsing, and explore the store.

Results

By using Shopify’s POS solutions, Derek Rose was able to double his store space in just three months. For Sacha, the ease of implementation was a highlight – he mentioned that Shopify took the worry out of setting up the POS in new locations as the business expanded. Customer assistants were also able to quickly get to grips with the platform and easily cross-sell from other locations thanks to the built-in inventory management. As a result, they were able to increase in-store sales generated by using the POS from the website’s inventory by 5% – increasing revenue by a significant 7%.

In addition to increasing sales, the fast, simple and integrated system has allowed Derek Rose’s team to spend less time fixing errors or searching for information and instead focus on what matters most – creating an incredible shopping experience that showcases their unparalleled luxury clothing.

Sacha and his team also appreciate Shopify’s speed of innovation. As Derek Rose grows, Shopify POS continues to evolve to give them opportunities to scale. With even more stores and partnerships in the pipeline, Shopify and its POS solutions are ready to spread Derek Rose’s feel-good philosophy even further.