Sep 8, 2021
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Newbie owner KappAhl invests in digital transformation

Sep 8, 2021

Newbie owner KappAhl, the Swedish fashion retailer, is spending big on its digital retail platform. SEK200 million (£16.7 million) to be precise. It’s part of the retailer’s ongoing journey towards a “comprehensive digital transformation” and to “create inspiring customer experiences every day”.


CEO Elisabeth Peregi said: “KappAhl is entering a new phase in its history. Many areas of [the business] will change and develop over the coming years.

And part of this investment will see KappAhl extend its partnership with Microsoft, “redrawing its system landscape from the ground up” with Microsoft Dynamics 365 and Azure as a base.

This will “lay the groundwork for new business and a forward-facing customer experience” in both physical and digital sales channels, it said. The aim is to improve customer experience and streamline operations through more customer-centric business support and more agile business development, it added.

“In a couple of years, KappAhl’s business support will be at the very cutting edge for our industry”, Peregi added.

One aspect an all-new brand strategy, announced last month, is the ambition to transition towards "an even more values-based brand”. A first step in this journey has been a new visual identity and updated logo.

“The investments we are making are directly linked to our business plan and will play an important role in the KappAhl experience as a whole,” added Peregi. “We will be well equipped to meet our customers’ new purchasing behaviours across all of our channels, and for growth outside of our existing business.”

With its extended partnership with Microsoft,"KappAhl will gain a modern, cloud-based business system with an integrated checkout and payment solution for both physical and digital stores”. 

The upgrade also includes other system solutions, helping the fashion chain move towards “a modern, agile business model”.

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