Rip Curl brings software on board

Surf brand Rip Curl deploys new software

Australian surfing brand Rip Curl is installing retail management software to support its expansion across Europe where it is opening a new shop each month.

Rip Curl is the third largest surfing brand in the world, and also sells clothing accessories and snowboarding equipment.

To keep pace with its European expansion strategy, the company is deploying head office and retail management software in 10 countries including the UK from vendor VCS Timeless.

‘With ambitions to open more than 50 stores and double retail sales by 2010, we needed the tools and expertise to maximise the profitability of our stores,’ said Rip Curl's European president Olivier Cantet.

‘We also needed comprehensive and quality support services for our franchisees, and solutions and support to take us into emerging markets such as Eastern Europe.’

Rip Curl is using Colombus Enterprise head office integrated with Colombus Retail store management software.

‘The software will enable us to closely manage our retail activity, in particular our stocks, replenishment, promotions, markdowns and forecasts, and provide us with detailed performance analysis,’ said Cantet.

‘By optimising our retail chain we expect to increase our margin in 2007 by two per cent, without the need for massive recruitment.’