Orlebar Brown elevates global menswear experience with OneStock
Orlebar Brown, the British luxury menswear brand celebrated for its tailored swim shorts and elevated resortwear, set out to unify commerce operations and elevate the customer experience worldwide. Guided by its mission to help customers “Feel Summer”, the brand partnered with OneStock to eliminate stock silos, connect digital and physical channels, and establish a scalable, composable technology foundation to support rapid global growth.
About the brand
Founded by Adam Brown in 2007, Orlebar Brown has reinvented holiday style for men – bringing tailoring craft and details to casual wear, offering swim shorts, shirts, trousers, knitwear, outerwear and accessories and more. With 50 stores globally, a strong eCommerce presence, and partnerships with top-tier luxury resorts and department stores, the brand continues to expand across both physical and digital channels.
In 2018, Orlebar Brown joined the Chanel family, gaining the scale and confidence to invest in digital innovation while maintaining its distinctive identity and commitment to quality.
The challenge
Orlebar Brown’s growth strategy centers on a powerful principle: be where customers are — both physically and digitally. The brand ships globally in four languages and operates in key markets including the USA, UK, EU, Australia, and UAE, and luxury resort destinations worldwide. Guided by customer data, they target locations where customers live or travel, ensuring the brand is present where lifestyle and demand intersect.
However, inventory and order management were fragmented. Stock availability varied between stores and the warehouse, leading to lost sales: online shoppers saw out-of-stock messages while boutiques held unsold inventory. In-store, customers unable to find the right size or style at times left empty-handed, even if the item was available elsewhere in the network.
The previous technology stack — eCommerce, POS, and order management — operated in silos, limiting fulfillment flexibility, slowing growth, and creating operational inefficiencies.
Why Distributed Order Management
To solve these challenges, Orlebar Brown selected OneStock for its composable architecture, intuitive interface, and ability to unify inventory across channels.
OneStock has been instrumental in supporting Orlebar Brown’s international expansion by delivering the omnichannel capabilities needed to scale globally while maintaining full control over regional strategies. Through OneStock’s unified inventory management, Orlebar Brown can configure dedicated inventory pools for each region, ensuring flexibility to adapt distribution models to local market demands and business goals. This approach empowers the brand to streamline operations across multiple geographies while preserving consistency in customer experience. Unlike the standard OMS features available within Shopify, OneStock provides the advanced orchestration and configurability required to unify stock and manage fulfillment intelligently across regions—making it a critical enabler of Orlebar Brown’s global growth.
The OMS implementation was part of a broader commerce transformation, including a Shopify rollout to modernize the customer experience. OneStock became the orchestration layer connecting every channel.
Implementation strategy
In September 2023, Orlebar Brown launched OneStock, Shopify, and POS within two weeks. Ease of adoption for store teams was critical. OneStock’s intuitive workflows for Ship from Store and Order in Store scenarios allowed associates to serve customers immediately without complex training.
A robust discovery phase ensured all stakeholder needs — from merchandising and retail to finance and logistics — were met.
The brand also partnered with Tryzens Global to enhance its omnichannel strategy, using technology tailored to market needs. The rollout was timed around peak trading cycles to minimize disruption, and its phased approach allowed for continuous refinement and optimization.
Use cases & features
Peak season agility
Spring and summer bring peak demand, but Orlebar Brown turns pressure into opportunity with OneStock’s orchestration engine. Orders are routed to the most efficient location, carrier performance is actively managed, and cancelled orders are swiftly reallocated — minimizing lost sales and keeping stock moving.
Ship from Store
Fulfills online orders from boutiques when warehouse stock is unavailable, preventing lost sales and improving delivery speed, while ensuring the same customer experience as if the order were shipped from the warehouse.
Order in Store
Enables staff to order unavailable items for direct delivery to a customer’s home or resort, if the customer is on holiday.
Unified inventory
Provides a single, real-time view of stock across stores and warehouses regionally.
Cross-functional value
Empowers retail, operations, finance, and merchandising teams with actionable inventory and order data.
Impact
Incremental
sales
uplift
Unlocks otherwise unsold store inventory, preventing revenue loss.
Improved
operational
efficiency
Smarter allocation reduces costs and speeds delivery.
Enhanced
customer
experience
Consistent product availability and tailored delivery options drive loyalty.
Scalable
global
growth
A flexible foundation supports store openings and new regional launches without complexity.
Looking ahead
As Orlebar Brown accelerates global expansion, the partnership with OneStock will deepen. Future enhancements will focus on enhancing the customer experience further, across channels.
