British heritage brand Belstaff has overhauled its retail technology stack, replacing a fragmented legacy environment with a unified, cloud-based commerce setup designed to support modern retail operations.
The transformation, supported by integration platform Patchworks, connects ecommerce, stores and core business systems into a single architecture, giving the brand greater visibility and control across its operations.
At the centre of the new setup is a headless Shopify stack spanning ecommerce and POS, with NetSuite acting as the system of record for inventory, transactions and financial data. Patchworks underpins the architecture, ensuring data flows consistently between systems and enabling the business to operate as a connected retail environment rather than separate channels.
By running both ecommerce and in-store transactions through Shopify, Belstaff has simplified its architecture and removed friction between channels, contributing to faster speed to market, lower total cost of ownership and higher conversion rates. The business has since traded through peak periods including Black Friday and Cyber Monday without scalability or transaction volume issues.
”For me, it comes down to control, visibility and how quickly you can react when something changes. With the right integration platform in place, you can see what is happening across your systems, spot issues early and fix them before they escalate. That shift takes you out of constant firefighting and puts you in a position where you can scale with confidence and spend more time improving how the business actually operates.
Navid Jilow, IT Director at Belstaff
The shift has also enabled Belstaff to roll out omnichannel fulfilment capabilities including click and collect, ship-from-store, ship-to-store and flexible warehouse fulfilment.
Previously, the retailer operated within a heavily outsourced and opaque technology environment, making change slow and difficult to manage. Bringing integration in-house has given teams real-time visibility into system performance, clearer error reporting and the ability to respond more quickly to operational issues.
”This project highlights how modern integration platforms can play a critical role in large-scale retail transformation, providing the visibility and flexibility needed to support unified commerce, operational resilience and long-term growth. Disconnected systems quietly drain revenue, time and confidence, particularly during peak trading periods when there is no margin for error. Integration is no longer a background IT concern. It directly affects efficiency, resilience and brand trust. Retailers need infrastructure that scales with them, gives clear visibility across systems, and removes the friction that stops teams focusing on growth.
Jim Herbert, CEO of Patchworks
Looking ahead, Belstaff is exploring how AI can be applied across areas such as demand forecasting, inventory planning and multilingual content, building on the more connected data now flowing through its systems.
