Crew Clothing, the fast-growing British lifestyle brand, has expanded its use of Retail Store Excellence from Cegid, a European leader in cloud management solutions, to streamline retail operations and strengthen execution across its 124 Crew Clothing stores, while also supporting sister brands Ben Sherman (15 stores) and Salt Rock (78 stores).
Chosen and owned by the retail operations team, the platform consolidates task management, store communications and photo-led visual merchandising and feedback in one place. This enables head office to have real time visibility across the estate and for stores, an easier, more consistent way to work that frees their time to spend with customers.
Before deploying Cegid Retail Store Excellence, stores relied on spreadsheets, email threads and manual follow-ups. Today, communications, tasks and checklists are digitised and two-way, allowing store teams to surface issues, request help and share progress instantly, vital for a business where stores remain a major growth engine and Click & Collect is a core customer promise.
“Cegid Retail Store Excellence has become the operating system for our stores,” said Bailey Collett, Operations Coordinator at Crew Clothing. “We simply couldn’t run retail operations at our current scale and pace without it. It gives every colleague, from store managers to sales advisors, the clarity, consistency and real time information they need, so they can focus on customers rather than chasing emails and spreadsheets.”
Crew Clothing’s Visual Merchandising team live by the platform’s photo capture and feedback flows, and to share best practice across the estate. The retailer has also rolled out forms and checklists collaboratively with Cegid, co-designing improvements that are now part of the product roadmap, evidence of a partnership that extends beyond software to joint development.
“What we value most is Cegid’s responsiveness and the way the platform evolves with our needs,” Collett added. “It scales effortlessly across multiple brands while preserving their identity, and it keeps standards consistent as store managers work across Crew Clothing, Ben Sherman and Salt Rock.”
The decision to standardise on Cegid Retail Store Excellence was led by Retail Operations, under operations manager Charlie Eaves, reflecting a practical focus on store usability and speed to value. Cegid provided structured training and rollout support, enabling Crew Clothing to implement quickly while retaining control of change management.
Looking ahead, Crew Clothing is working with Cegid on gamification and broader engagement features to make the experience even more compelling for store colleagues, part of an ongoing co-innovation programme that builds on Crew Clothing’s attendance at customer event, Cegid Live.
Alan Holcroft, UK & Northern Europe country manager at Cegid, said: “Crew Clothing is a great example of how retailers can raise standards, simplify daily work for store teams and run multi-brand operations from a single platform. Cegid Retail Store Excellence brings structured, two way communication between head office and stores, ensures consistent execution and creates the conditions for great customer experiences, every day in every location.”
