Sustainable denim brand, Nudie Jeans has partnered with headless commerce platform Centra, to develop a unique Ship-from-Store solution aimed at reducing time and the environmental footprint of deliveries.

This partnership enables its customers to receive their orders from the nearest store as quickly and sustainably as possible.

Additionally, it enables Nudie to offer a service that will give manufacturer brands and their physical stores a competitive advantage against Amazon and other major e-commerce platforms.

In order to keep providing a compelling service in-store from store runners who it claims are experts in curating and presenting brands, knowing the products and talking about them with conviction, Nudie Jeans wanted to prevent its bricks-and-mortar retail partners from being sidelined as online sales picked up speed.

Nudie Jeans Tech Lead, Melker Lindstrom, said that as a company, they truly aim to be sustainable in all areas and the current approach was just not a sustainable way to work; the ship-from-store strategy supports Nudie Jeans's long-standing dedication to sustainable practices. With the help of their partners, they intended to create the front end and present the brand as they saw fit.

Martin Jensen, CEO of Centra, added that e-commerce was designed for online multi-brand retailers shipping from a handful of huge warehouses. It was not intended for use by brands that already had a complicated retail network made up of franchisees, completely owned locations, and wholesale partners. Additionally, it was careless toward the environment and logistically ludicrous.

With the help of Centra, Nudie Jeans developed an online store that linked all sales channels, ushering in a new type of fulfillment environment where customers can order online and have their orders picked up, packed, and delivered by a nearby brick-and-mortar store. and, if necessary, went back there. If no local stores are able to fill the request, the item is reserved from the main warehouse as a backup, ensuring that the consumer receives what they want much more promptly and delivered in a far more sustainable way.

With this operational model, a business becomes healthier, more holistic, and less likely to engage in commercial cannibalization. It also achieves outstanding service and sustainability results.