Orelia, the unique British jewellery brand, expands into Topshop in the US with Eurostop systems

Written by Eurostop

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Costume jewellery designer leads market supplying high profile UK retailers and concessions in fashion stores in the US

Eurostop has announced that Orelia, the unique British costume jewellery brand, has chosen Eurostop e-rmis head office solution for its wholesale and retail operations.

oreliaOrelia creates affordable costume jewellery made mostly from Swarovski crystals, semi-precious stones and charms. Orelia is using Eurostop’s e-rmis to manage stock supplies of jewellery to boutiques, department and fashion stores across the world, as well as major retailers John Lewis, ASOS, Fenwick, Bentalls and concessions in Topshop.  The company has just launched its first Topshop concessions in the US.

According to Rebecca Jerrod, e-Commerce Coordinator at Orelia; “We chose Eurostop’s management systems to support our rapidly growing business. We wanted to have a system that could accommodate two business strands – our retail model which includes concessions with Topshop in the UK and US, and our wholesale operations that supply all our UK retailers – as well as our new growing merchandising team.

“Eurostop provided us with an easy to use, hosted system that gives us the flexibility for both of our business models. It supports our central stock management system that our team of buyers can use and will allow for future growth. The versatility was key for us.”

The system is used by everyone at Orelia (except the jewellery designers) including the buying team and all staff in the warehouse and retail operations. It is also used by the e-commerce team and there are future plans to integrate with the e‑commerce system.

For the Topshop concessions, sales data is downloaded daily directly from the Topshop system via a secure portal into e-rmis, enabling the Orelia team to gain the latest insights on best-selling lines and popular items.

Stock supplies and distribution for the wholesale business are managed by the Orelia team using e-rmis. Regular reports of stock movements ensure that replenishment is fulfilled for Orelia’s retail customers. A full audit trail is provided for all stock, essential for Orelia with so many different lines and customers, helping to minimise shrinkage and loss. Orelia is planning to deploy Eurostop’s auto-replenishment module in the future, which will streamline operations even further.

Deborah Loh, Marketing Manager at Eurostop said; “Eurostop’s systems have been designed to be extremely flexible and scalable to meet the needs of retailers of all sizes – from the smaller independents, to large multi-national companies operating multiple sales channels, with outlets in a multitude of countries using different currencies. Our systems support the vital operations of fashion and footwear retail or wholesale businesses – that of tight stock management and meeting the demands of a fluctuating supply chain to maximise profit margins.”


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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