Case Study: Forever Unique – a seamless partnership

Established by Seema Malhotra and her husband Sandeep in 2008, Forever Unique has paved the way for accessible and affordable designer fashion. Quite often being the go-to brand for celebrities on the red carpet and empowering women through the power of beautiful clothes.

BetterCommerce has simplified the way we run our business. We have moved on from using a complex tech stack based on Magento and Prima Solutions to a simpler, timesaving and bespoke solution.

Sumit Jairath

Managing Director

Forever Unique

The Challenge

Forever Unique had different systems that didn’t talk to one another efficiently – Magento, Prima Solutions, Sage and 10+ other plugins. The buying team was working off several spreadsheets to manage the product information through the whole development lifecycle. The Senior Management team were constantly firefighting and struggling with technical issues rather than focusing on growing their business.

Operating both B2B & B2C business models Forever Unique needed a wholistic view of their operations and customers which was missing altogether due to legacy technology and data siloes. Implementing any small change required developers support and took weeks. There was also no ability to easily merchandise the products and launch new products on the website.

“We explored a range of options from well known e-commerce operators and had reservations on the solutions we found due to the lack of clarity on development costs and the lack of control of spend when taking on multiple sources. We also wanted confidence in the team – given our lack of deep technical knowledge, it was important for us to be able to easily communicate our existing challenges and requirements moving forward so that the team we chose could guide us and simply, make it happen.” says Sumit Jairath, Managing Director of Forever Unique

The Approach

Forever Unique were impressed with our unique approach to work in partnership with its clients, rather than simply act as a traditional technology supplier.

The focus was on identifying and mapping out the business needs & the challenges so that we could develop a product roadmap that is fit for purpose for both now and in the future as the business grows.

The objective was to simplify the operations, centralise the product info across B2B & B2C, automate the order fulfilment process and above all deliver a mobile-first & user friendly website.

The Solution

We implemented a Mobile-first website enabling business to boost the mobile conversion rate by 53% and mobile revenue by 14%.

We automated the process of product management from the concept to sampling to approval to purchasing to content enrichment and visual merchandising.

A fully managed inventory solution to provide accurate inventory levels across all the channels – website & B2B sales.

Paperless warehouse with mobile scanner for product barcodes and pick-pack-ship process including label generation & return process.

The Result

• 59% YOY increase in conversions
• 61% YOY increase in orders
• 152% YOY increase in pageviews
• Site speed increased x 2

Within a few months of launch we had achieved the key results that the business had been striving towards for quite some time. The ability to manage multiple business models using one platform not two has reduced thier operations overhead by almost half.

On one hand, the TCO (Total Cost of Ownership) has been cut by 60% in areas of hosting fees, developer costs, software licenses, upgrades and the fixing of technical issues and on the other hand the BetterCommerce team have supported Forever Unique transition its business model from traditional wholesale to B2C seamlessly with a boost in conversion rate and revenue.