JD Group Extends Its Partnership With Fluent Commerce To The United States Through Its Hibbett Fascia

Building on their success together, JD Group has chosen Fluent Order Management to support omnichannel excellence across approximately 1,000 Hibbett stores as its global partner of choice.

JD Sports Fashion plc (“JD Group”), a global omnichannel leader in the sports sector, is extending its successful partnership with Fluent Commerce by deploying it Distributed Order Management (DOM) solution across Hibbett, a major U.S. retailer specialising in sports fashion, whose acquisition JD announced in July 2024. By moving from a European deployment to a global footprint, Fluent Commerce’s solution will transform Hibbett’s fulfilment technology stack and scalability to support business growth.

As part of a broader e-commerce digital transformation, Hibbett will implement Fluent Order Management and Big Inventory, with a strong focus on Global Inventory and Product Availability modules to support omnichannel experiences such as buy online, pick up in store (BOPIS), ship-from-store, and drop-ship fulfillment options. The new solution will improve order accuracy and visibility, reducing customer service calls and improving customer confidence in stock availability.

Headquartered in Birmingham, Alabama, Hibbett operates approximately 1,000 stores across 36 states under the Hibbett fascia offering footwear, athleisure apparel, and accessories from leading brands including Nike, Jordan, and adidas. Following its acquisition by JD Group last year, Hibbett is investing in scalable, cloud-native solutions to strengthen its digital foundation and deliver a seamless customer experience across all channels.

Thomas Hindré, SVP EMEA at Fluent Commerce, said: “We are proud to support JD Group as its preferred OMS partner, and delighted that Hibbett has chosen our solution, renowned for its speed, agility, and reliability”.

Replacing its current systems, Fluent Order Management will provide real-time global inventory visibility, advanced order orchestration, and flexible routing to ensure accuracy, speed, and reliability during high-volume events such as limited sneaker launches.

Jetan Chowk, Chief Technology & Transformation Officer at JD Sports Fashion plc, said: “Fluent Commerce’s proven performance and seamless delivery for JD and with other large-scale retail networks made them the ideal partner. Its platform provides the agility we need to reduce operational complexity as we continue to grow our global business”.

About Hibbett, Inc.
Hibbett, headquartered in Birmingham, Alabama, is a leading athletic-inspired fashion retailer with approximately 1,000 specialty stores, located in 36 states nationwide. Marking its 80th anniversary in 2025, Hibbett continues to build on a legacy of convenient locations providing personalized customer service and bringing access to premium product, coveted footwear and apparel from top brands like Nike, Jordan, adidas and New Balance in underserved communities. Consumers can browse styles, find new releases, shop Toe-2-Head fits and make purchases online or in their nearest store by visiting www.Hibbett.com or www.KidsHibbett.com. Hibbett is owned by JD Sports Fashion plc, a leading global omnichannel retailer of Sports Fashion brands.

About JD Sports Fashion plc
Founded in 1981, the JD Group (‘JD’) is a leading global omnichannel retailer of Sports Fashion brands. JD provides customers with the latest sports fashion through working with established and new brands to deliver products that our customers most want, across both footwear and apparel. The vision of JD is to inspire the emerging generation of consumers through a connection to the universal culture of sport, music and fashion. JD focuses on four strategic pillars: JD Brand First, first priority, first in the world; leveraging Complementary Concepts to support JD Group global expansion; moving Beyond Physical Retail by building the right infrastructure and creating a lifestyle ecosystem of relevant products and services; and doing the best for its People, Partners & Communities. JD is a constituent of the FTSE 100 index, with 4,851 stores across 36 countries as of 1 November 2025.