AllSaints has gone live with a unified commerce platform designed to connect its mobile, digital and physical channels as part of the British fashion retailer’s digital transformation strategy.

The technology, developed by omnichannel-as-a-service provider NewStore, aims to make sure that all customer, order, and inventory data are accessible across channels for a more efficient and personalised shopping experience

As part of the move, AllSaints is rolling out new mobile point of sale (mPOS) iPhones and iPads across more than 200 shops worldwide to simplify the payment process and allow its stylists to interact with customers anywhere in the shop.

On Saturday, the unified platform went live in more than ten locations in the UK, with the global launch including a further 190 stores.

In a LinkedIn post, Simeon Wynn, director, partner enablement at NewStore said: “As an incredibly fashionable individual (sat here in 1 of my 10 and more plain white t-shirts), this is a really cool one to see, and such a great brand to be partnered with.”

The tech rollout builds upon the company’s existing partnership with NewStore, which developed the AllSaints shopping app to replace its previous direct-to-consumer mobile platform in March 2023.

Following the launch, its app was downloaded more than 75,000 times, with more than 8,000 reviews and an average app rating of 4.9 stars.

The platform now accounts for a significant proportion of the brand’s total e-commerce revenue, more than doubling the performance of the previous app.

Founded in 1994, AllSaints is a global contemporary brand headquartered in East London, offering designs across womenswear, menswear and accessories.

The brand has approximately 3,000 employees around the world and 255 directly operated stores, franchises, concessions and outlets across 26 countries.

Earlier this month, the fashion retailer expanded its presence in the UK with the launch of a new store in St. Pancras International train station.

Other notable openings include a new store in Birmingham’s Bullring shopping centre in February, and a store opened on the Brompton Road in November 2024.

Additionally, it has expanded into new markets like China, with a store in Shanghai Village opened in August 2024. 

It also opened a pop-up in New York's SoHo neighbourhood in November 2024.

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