Quiksilver is to launch online in Brazil in 2015.
Nicolas Foulet, SVP global digital, at the international youth lifestyle brand, which has its roots in Australian surfing culture, said the move would take it closer to a key audience for the brand.
“We have huge potential there,” he said. “The Brazilian community around our brand is one of the biggest in the world, so we know we have huge, huge potential.
Quiksilver will also focus on improving delivery options to South America in general during the year before focusing on the Asia Pacific region in 2016. Currently the brand trades on marketplaces in markets such as Japan and China as well having a relatively low level of direct sales from its own brand website.
The pace of expansion comes after Quiksilver moved its global commerce platform to Demandware. The company saw ecommerce revenues rise by 65% in Europe after it rolled out nearly 60 sites in the continent in 2013. In 2014 it implemented the US, Canada and Russia.
The Quiksilver brand websites, which also include surf and snowboard brand Roxy and skate brand DC, focus on putting content close to products. Both the Quiksilver and Roxy blogs embed quick links to buy into action images, videos, advice and other content.
“We have a very special ecosystem composed of Demandware for the commerce part and our CMS and marketing platform which are 100% integrated,” said Foulet. “Both platforms are working together and we’ve developed APIs and reassigned web services. It’s very robust.”
“Quiksilver is a prime example of how retailers are making the switch to the cloud to benefit from faster time to market and easily deliver consistent and responsive brand content,” said Jeffrey Barnett, chief operating officer, Demandware . “An integrated content and commerce customer shopping experience helps convert consumers to buyers and boosts retailers’ top line performance.”
