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Established in 1972, Club21 began as a small boutique in Singapore’s Tanglin Shopping Centre. eventually working their way to becoming a leading purveyor of luxury fashion with more than 400 brick and mortar stores across 11 countries.

In 2016, seeing the shift in fashion consumers spending more time shopping online, Club21 was ready to take the next step to transform their retail strategy with the launch of

Seamless omnichannel shopping experience
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40 new countries served
Cross-brand shared checkout basket
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Multi-currency support
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Sharable wishlists
Shop, earn and redeem loyalty program

The New Journey

Rapid digital adoption means it’s hard to know from which touchpoint customers will engage with a brand. Club21 acknowledged this and realized the need for a strong ecommerce strategy that would align with their goals of growing internationally.

For Club21, it was important to ensure that the new system offered an experience as luxurious as their products, so they sought a design solution that accentuated their collections. Their ecommerce site had to be scalable, and needed to connect to their 400 brick and mortar stores for a seamless, cohesive experience for customers.

Growth Statistics


Monthly Increase in Sales


New Countries Served


Increase in Products Sold Online


Monthly Increase in Customers




Magento Enterprise was the platform of choice for this project. Using the power of Magento, the new ecommerce site offers a highly customized new look, in addition to providing a seamless, mobile-friendly checkout process across both the adults and kids sites. Magento’s scalability and internationally focused functions made it ideal for such a successful and ambitious brand as Club21.


Omnichannel was an important element of the upgrade process. Users can enjoy a revamped find-a-store function, and can access all customer service touch points online using a new innovative and responsive design, integrating the online experience with in-store and adding value to both. Features such as shareable wishlists, viewable transaction history, and a ‘Login, shop, earn and redeem’ system were implemented.

Mobile commerce continues to grow in popularity, so the Club21 mobile site was a major focus for this project. To make the experience consistent across devices, a wireframe was drawn up and developed for the mobile site, sharing a very similar design and so becoming a continuation of the main desktop site while being highly responsive to the smaller screen.


Support for orders being made in five currencies (SGD, USD, THB, AUD and HKD) was added, as well as shipping to more than 50 countries. These features were important for the globally-minded Club21 website, allowing them to provide a more targeted and localized service in the markets they operate. The pre-built internationalization enhancement features in Magento Enterprise allowed the brand to easily manage and add to these services going forward.


Club21 has seen continued success thanks in part to their newly built ecommerce platform. Magento 2 has enabled them to revitalize their website and breathe new life into customer experiences.

Going forward, Club21 will maintain focus on their omnichannel strategy to help their customers access and contact their brand however they want to. They have built a long term relationship with SmartOSC for ongoing support and consultation, to ensure they continue to promote and offer fresh experiences to customers, and remain one of the most fashion-forward style emporiums in Asia.

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