Cost Management Meets Style: AlexandAlexa Collaborates with Brink Commerce to Transform Kids' Fashion eCommerce

September 19, 2023
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Cost Management Meets Style: AlexandAlexa Collaborates with Brink Commerce to Transform Kids' Fashion eCommerce

AlexandAlexa, the global style destination for kids, has taken a significant step towards transforming its eCommerce capabilities and cost management. The company launched a strategic partnership with Brink Commerce, a leading provider of technical solutions for eCommerce.

AlexandAlexa, founded in 2007, and acquired by Babyshop Group in 2014, has become a go-to destination for discerning parents seeking high-quality children's fashion.

From classic and traditional clothing to playful and cutting-edge designs, Alex and Alexa carry an exciting and diverse range of international fashion and sportswear brands alongside homewares and toys. The portfolio includes premium and luxury brands such as Gucci, Chloé, Stella McCartney Kids, Burberry, and Dolce & Gabbana, as well as iconic sports brands like Nike, Adidas, and Lacoste.

Their commitment to quality and style is internationally recognized, with numerous accolades to their name. Among these commendable awards are the Best Kids' Designer Fashion from the 2019 Absolutely Mama Awards and the Best Children’s Fashion Retailer title from the 2018 Junior Design Awards.

As the company grows, it requires a more robust and flexible eCommerce solution and better management of its cost.

Karin Mineur, CEO of Babyshop Group, shared insights on the collaboration, saying, "We needed a solution that could simultaneously reduce our total cost of ownership and bolster our innovation capabilities — a fusion seldom found, but in Brink Commerce, we discovered the answer we were looking for."

The technological transformation is spearheaded by AlexandAlexa's experienced internal team. By integrating the Brink Commerce API, can provide customers with a fluid, instant shopping experience while at the same time aligning their cost of ownership with their performance. Furthermore, the advanced autoscaling features of Brink Commerce API empower to manage significant order volumes and execute global campaigns with ease, reinforcing their ability to construct a robust and adaptable composable ecosystem.

The new ecosystem builds on a Composable Commerce approach with best-of-breed components like inriver for Product Information Management (PIM), Contentful for Content Management System (CMS), and Brink Commerce API as the cart and order engine. This provides the flexibility and scalability needs without the burden of cost for unused functionality. The new system also integrates Adyen and Klarna for payment processing, ensuring a seamless checkout experience for customers globally.

David Strömberg, Head of Development of Babyshop Group, said, "Our partnership with Brink Commerce allows us to leverage their cutting-edge technology to enhance our customer experience. Their solution aligns well with our cost-saving initiatives, where we can build what we need without adding unnecessary costs. And most importantly, it gives us the freedom to innovate freely going forward."
Kristian Tysander, CEO and Co-founder of Brink Commerce added, "We're excited to partner with It’s a great brand, widely regarded for its commitment to quality. Our Composable Commerce approach is designed for them and their needs; it will help them scale efficiently. It’s a great fit."

About Brink Commerce

Founded in 2020 by Kristian Tysander, Marcus Ljungberg, and Patrik Antonsson, Brink Commerce offers a Composable Commerce API for mid to large enterprises seeking increased innovation and flexibility while expecting reliability and performance. The product has proven its strength and flexibility with customers worldwide, setting a new standard for building Composable Commerce ecosystems. Brink Commerce is a certified member of the MACH Alliance.

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For more information or media querys, please contact Petter Johansson, CMO

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