2XU (“TWO TIMES YOU”) was launched in Australia in 2005. Trusted by some of the world’s finest athletes and teams, 2XU has grown to become one of the world’s most technical sporting apparel brands and is the official compression partner of major sports associations including the Australian Institute of Sport and the Australian Football League.
Prior to launching on Salesforce Commerce Cloud (formerly known as Demandware) in October of 2015, 2XU ran a number of websites on different codebases servicing various regions. The setup was not centralised and had become cumbersome to manage. As a result, the team spent a large proportion of our time managing the setup and were unable to drive the business forward. The objective for the launch onto a new platform was to create a centralised global best practice deployment that was simple, effective, quick to launch and had the ability to rollout across all 2XU markets.
2XU’s initial launch reached across the globe, with Australia, Canada, the United States and the United Kingdom all getting geographical sites. Now present in 71 countries around the world, 2XU has graced the bodies of multiple world champion athletes across numerous sports including running, triathlon, cycling, basketball, netball, skiing, soccer, rugby and the NFL.
With a global following, fully localised sites were a must. The ability to roll out new sites in a matter of weeks was very appealing for 2XU who offer their product in over 100 countries.
As the developer of world leading athletic garments, 2XU know that the ability to create custom teamwear and garments tailored to each athlete’s needs and team aesthetic. Athletes have the ability to fully or semi customise designs online including colouring and inclusion of their team logo.
The previous process involved paper forms and that would be sent back to 2XU for the order to be fulfilled without any preview of what their garment might look like. By moving the process online, customers can preview designs and make changes with the click of a button to create the perfect look.
Partners & suppliers are key to our success and the difference between a good and bad customer experience. 2XU carefully choose partners based on what they can add to the shopping experience and re-evaluate impact on-going to ensure whatever service has been implemented is of benefit to customers.
Being a global retailer, logistics and global digital commerce enablers are the key factors in ensuring success. With a new localised site for multiple regions on the way, 2XU rely on agile technologies and partners that allow them to roll out new geographies quickly, as they need them.
RATINGS & REVIEWS
2XU’s global success is due to two factors; an unbeatable product and a solid offering both online and in-store. As they continue our expansion globally, they make sure that we keep our focus on these two elements.
A large part of creating a solid offering is making sure that online offerings are easily managed by the 2XU teams and that the content and marketing is fully localised. 2XU have small teams that sit within region to make sure that they are hitting the right notes to communicate with their audience while staying true to their brand voice and message.
2XU’s product is truly like no other in the world. The techniques in fabrication, quality of technical yarns along with endless amounts of research prove that they have superior products. 2XU rely on our product to be their voice and have built a loyal customer base of athletes and prominent figures that have become advocates for the brand based on this.
A strong increase in the athleisure trend has meant that 2XU garments are not only viewed as highly functional, but now highly fashionable. At 2XU, they don’t pay for an endorsements, but the likes of Kim Kardashian and Victoria Beckham are actively promoting and wearing their gear. 2XU have also recently partnered with A Bathing Ape to create an exclusive line of garments to be revealed in late 2017.
Our partnerships with sporting bodies and teams such as the AIS, the AFL, Ironman & Basketball Australia have been forged through our reputation as the most advanced sport garment creator in the world. We also pride ourselves on encouraging fit nations and sponsor a plethora of events such as the World Swim Series, Marathons, the Cross Fit Games and also creating our own initiative, the Run Crew. These Run Crews are guided by professional coaches to train for events and general fitness goals and provide group motivation.
Our global customers form a large part of our loyal fan base and we strive to provide them with the best product & experience possible.
BEN ANDERSON, GLOBAL eCOMMERCE MANAGER, 2XU