Base Clothing wins with seamless multichannel customer service

Written by Eurostop

Reading Time: 3 minutes

“Eurostop has made replenishment and fulfilment seamless. The automatic requests save us so much time, we can share stock easily across the warehouse and stores, and fulfil customer orders much faster. The resulting commercial success with our multichannel business is one of the key reasons why we won Drapers Independent Award.”

Marc Granditer, Managing Director, Base Fashion


  • Central stock visibility with connected fulfilment makes selling across stores and online channels easy
  • Maximising available stock from the warehouse and the stores
  • Enables scaling up of the business, without taking on extra staff

The Challenge

Base Fashion launched its new e-commerce site in 2015 to meet the growing demand for its ranges from customers who wished to shop online, as well as in its five stores based in Essex and London’s Westfield Shopping centres.

Base wanted to streamline its multichannel operations and automate the fulfilment of online orders using stock from its stores as well as its warehouse, which was at the time proving to be time-consuming and labour intensive. Staff had to check stock availability across the stores by email and wait for replies before arranging the despatch of the items.

“We are a relatively small business and don’t have dedicated stock for our online customer orders. Having Eurostop connected systems is now integral to how we work to fulfil customer orders and we can scale up the business easily as we grow.”

The Solution

With existing experience of Eurostop systems, Base decided to invest in the e-fulfilment module which uses built in algorithms to intelligently source stock from multiple locations. The fulfilment system connects Base’s e-commerce site with the head office stock control software and in store tills to notify relevant staff of new orders, sets up inter branch transfers, maintains audit of stock movements and controls despatch of online orders. This means that inventory is up-to-date at all times, with minimal work.

“Eurostop is a very thorough system, easy to use, with excellent support and the training is very good. When you have a partner like Eurostop, who understands and provides systems to support all aspects of retail – epos, fulfilment and sales reporting – you know you are in safe hands.”

The Result

Automating fulfilment with connected systems enables Base to fulfil orders quickly, keeping customers happy with faster delivery. The flexible and intelligent order sourcing with bulk picking options, allows them to keep up with online orders using both warehouse and store stock. Stock accuracy also ensures that overselling is a thing of the past.

Head office staff have a holistic view of stock across the business, while the warehouse is freed up from the process of responding to requests and checking availability of items with the stores manually.

Future plans include the introduction of e-receipts, which will improve the customer experience even further, with seamless ordering, acknowledgement and payment confirmation, all online.

Following the success of the implementation, Base Childrenswear has won Drapers Independent Award “Best Independent Multichannel Operator” for commercial excellence across its physical shops and the transactional website.

“Our online business is growing and we wanted synergy between the stores and our online business. We needed a system that was efficient, not labour intensive. Eurostop’s connected retail systems are integral to the way we work. They have enabled us to deliver a connected customer service as a multichannel retailer, enabling us to significantly grow our business.”

More about Base Fashion

Base is the UK’s leading retailer of designer kids clothing for boys and girls from 0-16 years. Base carries a select range of international kid’s fashion brands including Armani Junior, Polo Ralph Lauren, Moncler, Gucci, Young Versace and Stone Island Junior, as well as designer infant wear labels for baby boys and girls up to 36 months.

Base has five stores located in London’s Westfield Shopping centre and Stratford City, Romford and Basildon in Essex and Bluewater Shopping centre in Kent.

Established in 1910 as a small tailoring shop Granditer’s Menswear’ in the Canning Town area of East London by newly-arrived immigrant Morris Granditer. It remains a family business today with its current owner and Managing Director Marc Granditer, the great grandson of the original founder.


Editor at Eurostop Ltd

Eurostop Ltd provides omnichannel retail software and services to international retailers in the fashion, footwear and retail industries.

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