Luxury childrenswear brand Childsplay Clothing has rolled out a new product data strategy as part of plans to scale the business.

The clothing retailer, first launched in 1990, sells designer wear for new-borns, juniors and teenagers across its customer base in the UK, US and Middle East.

The company said it has recently moved from a custom build platform to Shopify and rolled out Akeneo’s Product Information Management (PIM) technology in a bid to centralise product information across sales channels on one platform.

The move was designed to give its workforce access to a standard set of product information tools to boost its data strategy.

The retailer is now using ChatGPT and AI functionality to retrieve data on empty product sets. This data is then sent to Akeneo's PIM, which Childsplay says improves the speed and accuracy of its product launches.

The company's digital lead Azeem Chowdhury said that the company is representing renowned fashion brands like Fendi, Versace, and Burberry, so launching new season collections is “essential” for the business.

“Our trendy customers depend on us to provide them with early access to the latest designs. Any delays in making products available result in decreased value,” he said. “To ensure our systems can keep up with our growing business, we migrated to Shopify and adopted Akeneo.

“Akeneo offers a range of options to innovate our business processes and its open platform allows us to implement pioneering techniques for increased efficiency.”

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