In order to effectively sell products in both physical stores and online, you will need both a good POS software and a good online store solution. But it is not enough! To achieve the best profitability, the two systems should be integrated and work well together. Learn how Woolrich Store has achieved the overall concept together with Retail Store and the E-commerce provider E37.

The Swedish company Opportunity Brands AB is behind the Italian brand Woolrich franchise venture in Scandinavia. In 2009 the first Woolrich store opened up in Sturegallerian in Stockholm, and in May 2010 they launched their online store using the software of E37 and Retail Store.

“We experienced a rapidly increasing demand even from other parts of the country. The combination of physical stores and an online store provides many synergies and better accessibility for the customer“, says Johan Kock, founder of Woolrich Store/Opportunity Brands. ”Since we only need to manage the inventory in one place (in Retail Pro) it was easy to quickly step out on the web. Web sales have also been the core of our activities in social media, through blogs, Facebook and Twitter, which helps us to communicate with customers and fashionistas“.


To have a continuous connection between the web shop and the POS system is important when selling seasonal goods and limited stock that often cannot be ordered again. Johan Kock says: “We can sell the same stock in the physical stores as well as online. This allows us to maximize the sales of each item and get as little as possible left of this year’s collection that must be sold on the sale. Thanks to the continuous inventory synchronizations between the two systems, we eliminate the risk of an item that just sold out is getting sold on the web at the same time.”

The ability to add size charts/size guides per garment is another feature in the shop that has been crucial to Woolrich . When selling expensive products, it is important to help the customer to the right buying decision with a clear specification of the product (see example here).


The ease of selling to customers in other countries than Sweden using E37′s online shop has also been a key to success for Woolrich. To open the webshop in a new country, you just need to choose the currency and payment method, and enter the shipping cost. Taking out the correct VAT in international trade needs no consideration, as the E-commerce system handles it automatically.
“After we had enabled more countries and languages ​​in the E-commerce system, we quickly rose higher in Google’s search results and thereby reached international customers who are familiar with the brand. In that way we can sell out a larger portion of the collection at regular price and increase profitability“, Johan Kock explains.


Thanks to the close collaboration between Retail Store and E37 Woolrich is guaranteed continuous maintenance and further development of the web modules. “The cooperation between Retail Store and E37 have given us strong support during the recent expansion and a comprehensive solution to grow with. When you as a customer buys critical IT systems from multiple vendors you become dependent on the existence of competent support that understands and can take responsibility for the entire chain of IT systems. We think it has worked very well with Retail Store and E37. Support issues that emerged during the process has been handled quickly and efficiently“, says Johan Kock.


The outdoor brand Woolrich has always been associated with comfortable, durable clothing of the highest quality. Woolrich began operations in 1830 in Pennsylvania, USA, and the story is based on the local interest in wool and genuine American sewing. The family Rich, founder of Woolrich, came to the U.S. to live the American dream in the early 1800’s. John Rich II, the son of an English woolcarder, emigrated from Liverpool in search of happiness and a better future in the new country, America. With his entrepreneurial spirit, he founded a company that today has survived half a century of history and shows the world how to dress.

The company’s base was to provide the pioneers in the country with clothes mainly for forestry workers and farmers who lived in the wild in extreme climatic conditions. Through knowledge of the transformation of wool came orders from the army, which led to help with the development of Woolrich products. The most famous example is “Arctic parka” which was developed to withstand the harshest temperatures and should be worn by workers who participated in the construction of the great Alaska pipeline in the early 70s.