Leading outdoor apparel company will leverage Demandware’s multi-site, global commerce capabilities to expand reach and drive growth

Burlington, Mass. – March 7, 2012 – Demandware®, Inc., a leader in on-demand ecommerce, today announced that Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, has selected Demandware Commerce to power its global digital commerce initiatives. Icebreaker relaunched its U.S. ecommerce site — www.icebreaker.com — on Demandware in September 2011, and launched its first site in Canada — http://ca.icebreaker.com/ — just two months later. The company plans to leverage Demandware’s multi-site capabilities to expand beyond North America into Europe and the Southern Hemisphere during 2012 and 2013.

Founded in 1994, Icebreaker was the first company in the world to develop a merino wool layering system for the outdoors. Icebreaker merino clothing for the outdoors, technical sports and lifestyle includes underwear, mid-layer garments, outerwear, socks and accessories for men, women and children. The company is based in Wellington, New Zealand, and its quality garments are is sold in more than 3000 stores in 43 countries.
Icebreaker replaced its legacy platform with Demandware because it enables the retailer to easily launch and support multiple sites across the globe using a central, unified commerce platform. In addition, Demandware provides robust merchandising functionality and a fully integrated customization environment that empowers Icebreaker’s ecommerce team to develop innovative customer experiences to drive conversion and growth.

“Demandware has a proven track record of success working with many large apparel brands, so we knew we would be in good company,” said Steve Gehlen, general manager, global ecommerce at Icebreaker. “Since going live on Demandware, we’ve seen an improvement in customer satisfaction and engagement, and an increase in units sold per transaction. With these early results, we’re confident that Demandware’s flexible and scalable platform is capable of supporting our strategy to expand our reach and expose new consumers to our brand and mission.”
Icebreaker incorporated several unique features into the sites, including “Baacode,” which lets customers track the origin of their garment. By entering a unique Baacode, customers can see the living conditions of the high country sheep that produced the merino fibre in their Icebreaker garment, read about the farmers and trace the steps through its supply chain. This is part of Icebreaker’s deep commitment to animal welfare, the people it works with and the environment.

Icebreaker also took advantage of several pre-built integrations to third-party technologies available through the Demandware LINK Marketplace, including Avalara for sales tax automation, Bazaarvoice for ratings and reviews, CyberSource for payment management and Gigya for social sharing. The pre-built LINK integrations reduced cost and complexity and accelerated the deployment of these leading third-party technologies.

“Icebreaker selected the merino because it’s one of the toughest sheep for its ability to endure the most extreme weather conditions,” said Jamus Driscoll, senior vice president of marketing for Demandware. “Like the merino, Demandware’s on-demand commerce platform is tough enough to scale to meet the growing needs of our clients. We are proud to be able help bring Icebreaker’s ethical practices and mission to consumers around the world.”

About Demandware
Demandware is a leading provider of software-as-a-service (SaaS) ecommerce solutions that enable companies to easily design, implement and manage their own customized ecommerce sites, including websites, mobile applications and other digital storefronts. Customers use our highly scalable and integrated Demandware Commerce platform to more easily launch and manage multiple ecommerce sites, initiate marketing campaigns more quickly, and improve ecommerce traffic. For more information about Demandware, visit www.demandware.com, call +44 208 895 4867or email info@demandware.co.uk.

Published on: 10:00AM on 18th April 2012