Chinese Laundry's Path To Omni-Channel Commerce

How a single platform keeps the retailer’s brick-and-mortar, e-commerce, and mobile channels running in sync

As trendy women’s footwear goes, Chinese Laundry is a brand at the top of its game. What began as a wholesale footwear manufacturing company in 1971 has blossomed into a hot, fast-growing and high-fashion footwear banner, its growth fueled by five west coast brick-and-mortar boutiques and a global e-commerce banner. The company still manufactures and sells its shoes through a host of department stores like Nordstrom, high-end boutiques across the country, and partnership with online upstarts including Zappos, Amazon, and shoes.com. Chinese Laundry’s partnership with shoe designer and actress Kristin Cavallari has helped propel the company’s growth, as has its being named the official shoe of the Miss Universe pageant. But Scott Cohn, VP of e-commerce at the company, says Chinese Laundry’s direct sales efforts via its flagship banner and spinoff brands—including Dirty Laundry, Wash, and Little Laundry—are what’s driving the most vigorous growth there. Key to that growth, he says, is the company’s Celerant-powered, singular commerce platform.

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