Crew Clothing has expanded its deployment of Cegid Retail Store Excellence across its UK store estate and extended its use to sister brands Ben Sherman and Salt Rock.
The retailer said the platform now sits at the centre of day-to-day retail operations across 124 Crew Clothing stores, alongside 15 Ben Sherman stores and 78 Salt Rock stores. It uses the system for task management, store communications and visual merchandising processes.
Crew Clothing described the roll-out as a move away from spreadsheets, email threads and manual follow-ups. The company said stores now manage communications, tasks and checklists through a digitised workflow. It also said the set-up runs as a two-way channel between head office and store teams.
The retailer said the approach gives head office visibility across the store estate in real time. It also said store teams use the system to raise issues, request support and share updates.
Store operations
Crew Clothing said its retail operations team selected and owns the platform internally. The company framed the change as an operations-led standardisation effort, rather than an IT-led implementation.
The business also linked the need for tighter coordination to the role of stores in growth and service delivery. Crew Clothing said Click & Collect represents a core customer promise for the brand.
"Cegid Retail Store Excellence has become the operating system for our stores," said Bailey Collett, Operations Coordinator, 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 said the system includes photo capture as part of visual merchandising routines. The retailer also said it uses the platform to circulate feedback and share best practice across its store network.
Multi-brand use
The company positioned the deployment as a single operational framework across multiple brands. It said the platform scales across Crew Clothing, Ben Sherman and Salt Rock, while maintaining brand differences at store level.
"What we value most is Cegid's responsiveness and the way the platform evolves with our needs," said Collett. "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."
Crew Clothing said it worked with Cegid on the design of forms and checklists. The retailer said some of those changes have moved into Cegid's product roadmap.
Roll-out process
Crew Clothing said Retail Operations led the decision to standardise on Cegid Retail Store Excellence. It identified Operations Manager Charlie Eaves as the leader of the initiative.
The company said Cegid provided training and roll-out support. Crew Clothing said it retained control of change management during implementation.
Cegid said the platform provides structured communication between head office and stores and supports consistent execution across multiple locations.
"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.", said Alan Holcroft, UK & Northern Europe Country Manager, Cegid.
Next features
Crew Clothing said it is now working with Cegid on gamification and engagement features aimed at store colleagues. The retailer described the work as part of an ongoing co-innovation programme linked to its participation in Cegid Live.
Cegid sells cloud management software across finance, human resources, accounting, retail and entrepreneurship markets. The company said it has 750,000 customers, more than 5,000 employees, and operations spanning 130 countries. It reported annual revenue of €967 million for the year ending 31 December 2024.
Crew Clothing said it continues to invest in physical retail alongside its online business, with plans for new stores and further use of digital tools in-store.