Fremaux Delorme: unified international retail management with Fastmag, an Orisha Commerce solution
How the Fremaux Delorme Group manages 250 stores across multiple countries with Fastmag, an Orisha Commerce solution
François-Xavier Castel
The Fastmag solution has empowered the Fremaux Delorme Group to expand with flexibility and agility across various countries, supporting multiple distribution models including company-owned stores, affiliates, and department store concessions. This adaptability has been a significant asset to our growth.
A French heritage brand turned global leader in home linens
Founded in 1845, the Fremaux Delorme Group has established itself over the decades as an international benchmark for high-end home linens. The merger between the Fremaux family business and Yves Delorme in the early 1980s created a group that functions as both an industrial manufacturer and a retailer.
Currently operating in over 70 countries, the Group develops its own brands Yves Delorme, Olivier Desforges, and Laurence Tavernier alongside prestigious licensed brands like Ralph Lauren, Hugo Boss, Kenzo, and Lacoste. Its distribution model combines owned stores, department stores, and partner networks with an international presence that demands meticulous management of data, workflows, and local requirements.
The challenges
Managing a multi-model international network
Overseeing a multi-brand international network presents a significant operational challenge. With operations in several countries across owned stores, affiliates, and department store concessions, the Fremaux Delorme Group required a system robust enough to support the diverse nature of its distribution channels.
Prior to adopting Fastmag, the existing systems had become obsolete. In France, the management software operated independently at each store location and only transmitted daily data to a central system at the end of each day. In the United States, stores were still relying on a legacy system running on UNIX machines.
These fragmented architectures made data unification difficult and hindered the Group’s ability to effectively manage and oversee its international network.
The solution
An integrated and scalable SaaS platform
A Fastmag customer since 2008, the Fremaux Delorme Group rolled out the solution across seven countries – France, Belgium, Luxembourg, Germany, Spain, Switzerland, and the United States – within a two-year period.
This international project involved overcoming several hurdles, particularly the need to create synergy between various distribution networks and addressing local requirements, such as managing Sales Tax in the U.S. market. During this process, the teams were supported by a Fastmag trainer throughout the implementation phase before taking over the internal training of their own staff.
Thanks to its SaaS-based web architecture, Fastmag enables regular updates, continuous scalability, and seamless interoperability with third-party solutions through APIs.
From 2016 onwards, the rise of unified commerce allowed the Group to evolve its organizational structure. An in-store endless aisle solution, leveraging their e-commerce site, was implemented via Fastmag web services. This evolution continued in 2022 with the deployment of ship from store, allowing for better inventory optimization across the entire store network.
François-Xavier Castel
“Fastmag adapts to local standards and has been instrumental in our expansion, particularly in the United States, the Netherlands, Spain, Switzerland, and Scandinavia.”
The results
Unified management driving agile international growth
Today, through Fastmag solution, the Fremaux Delorme Group benefits from centralized control over more than 250 points of sale (POS) across all its brands. The platform allows for the efficient management of multiple distribution models within a single system, while providing a comprehensive global view of operations.
In 2022, the unification of Fastmag databases marked a significant milestone in the evolution of the Group’s information systems. This consolidation led to a major streamlining of back-office management and simplified the overall oversight of the network.
The Fastmag solution has also developed a replenishment management module, allowing for precise adjustments to both stock depth and breadth across various points of sale (POS).
“Over the years, we have grown together. From a modest initial approach, the Fastmag solution has established itself as our go-to reference software.”
Today, the Orisha Commerce teams continue to support the group in its projects and developments, remaining attentive to its specific business needs and industry requirements.