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Published
May 18, 2021
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Boohoo relaunches ex-Arcadia brand webstores in link with Astound

Published
May 18, 2021

Boohoo has completed the relaunch of its Dorothy Perkins, Wallis and Burton websites after acquiring the brands following the Arcadia failure.


Dorothy Perkins



The company worked with systems integrator Astound Commerce to get the three webstores live in under three months, hitting the ground running after buying them in February.

The two companies have worked together since 2016.

The tech solution was implemented on Salesforce Commerce Cloud, using a customer Reference Application. This allows multiple brands to access and leverage the central code base to scale at speed.

What that means for those not tech-focused is that Boohoo can launch new sites quickly. “Typically new brands and locales can be launched in weeks rather than months or years,” Astound said. “As sites are relying on the same core code base, support and new feature enhancement now runs more efficiently, to allow seamless implementation at speed”.

And speed and flexibility really are key. Boohoo’s Head of Technology – Digital, Online Innovation & Marketing, Laura McKellar, added that the business needs to “adapt to the constantly shifting needs of its customers whilst staying competitive in a growing market. All too often technology can be the main bottleneck to growth”. 

Astound has also worked with a wide range of companies, including L’Oréal, Under Armour, El Palacio de Hierro and Crocs.

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