With Commerce Layer, Brioni built a true omnichannel shopping experience. Order volume doubled within the first year.
Countries
Stock locations
Orders volume
Average order value
Since 1945, the Brioni style is one of effortless modern elegance. It stems from excellence through in-house sartorial savoir-faire and continuous research in exceptional materials. In addition to its state-of-the-art Bespoke service, the House offers unparalleled, made in Italy, ready-to-wear, leather goods, shoes and accessories, both for formalwear and leisurewear, as well as fragrances.
Founded in Rome and part of the Kering group, Brioni designs and crafts in the spirit of slow luxury, a value for the planet and people that unites the craftsmen and communities behind the House.
Taking full control of the luxury experience
Brioni is present worldwide, through directly operated boutiques and corners, numerous franchisee and wholesale partners, and its proprietary brioni.com. The House was looking to take complete control of the online shopping experience, and its technical management, previously outsourced, in order to build a seamless integrated omnichannel strategy.
The desired architecture was to allow them to continually innovate and introduce new services without having limited technology holding back their vision and ability to move quickly.
A headless commerce solution, managed in-house
The resulting headless software stack and fully composable architecture features Commerce Layer’s transaction API at its core, integrated with Contentful’s headless CMS and Algolia’s search as a service API. By decoupling the front-end experience layer from the back-end commerce engine, Brioni’s business team could evolve the creative design and front-end features without impacting the underlying code. The ability to exercise creative freedom and evolve quickly is crucial for the House in its aim to deliver customers the best experience possible.
Brioni took full advantage of Commerce Layer’s Distributed Order Management functionality, enabling them to source products from their store network to sell online. With over 20 stock locations, order volumes increased by 100% and the average order value increased by 13% within twelve months of launch. Additional stores can be readily added to this highly scalable and flexible inventory model, this is an example of how Brioni executes its slow luxury vision with the aid of technology, by avoiding separate online inventory and optimizing proximity to the client.
As a natively multi-market commerce API, Commerce Layer also offers the ability for Brioni to deliver truly localized experiences in the 60+ countries they ship to.
Commerce Layer demonstrated how headless e-commerce could be a strategic advantage. Their expert team implemented a flexible and future-proof solution that enhanced our digital presence, aligning perfectly with our commitment to a smooth customer experience and continuous innovation. The team's forward-thinking approach and professionalism made our collaboration a pleasure.
Over 20 stock locations and 100% growth in order volume
This one data point reflects the greater omnichannel opportunity afforded by managing a flexible and extensible technology solution in-house. Brioni can continue to merge digital with their retail network to create a client-first, single brand experience.
What we have delivered
- Tripling of available inventory
By enabling fulfillment-from-store, Brioni tripled the number of products available online and was able to adapt the assortment locally. This resulted in a 100% increase in orders and 13% increase in average order value. - Greater control over their digital roadmap
Owning and managing a composable commerce solution in-house gives Brioni greater control over their front-end experience as well as their development roadmap. They are no longer reliant on feature prioritization as determined by a shared service. - Faster website, higher conversion rate
The new website was built on Jamstack. The site speed and scalability provide higher conversion rate — both on mobile and desktop — without any performance degradation during the seasonal traffic spikes.
Multi-market commerce API with a most flexible inventory data model. Manages all transaction functionality and distributed order management. Built headless from the start.
API-first content management platform to create, manage and publish content on any digital channel.
AI-powered search and discovery platform, used to implement full-text, numerical, and federated search; search-as-you-type autocomplete; filters; and facets.
Cloud platform for static sites and serverless functions, used to optimize the entire development and deployment experience.
Open-source Vue.js-based framework that provides multiple different rendering modes, used to generate the static website through incremental builds.
Working together
The project’s success stems from the close collaboration between the Brioni team, Commerce Layer and Atoms Studio, an experience design and development partner.
By bringing e-commerce in-house, Brioni was transitioning from a single dedicated online warehouse to a ship-from-store fulfillment model, a major shift, including a complete redesign of the front-end user experience.
This collaboration resulted in a successful site relaunch — both design and development — within six months, one with zero service interruptions, and passing rigorous cybersecurity tests on the first try.
The resulting architecture, composed of best-in-class technologies and supported by domain expertise, puts Brioni in a position to continually innovate and curate the technology to their business needs.
Commerce Layer takes care of all of the commerce functionalities, so that we can focus on creating the value that we are supposed to deliver to the client, like great user experiences and optimized performance. Having them as a partner is a huge relief.