British heritage brand Belstaff has completed an end-to-end digital transformation, replacing complex legacy technology with a unified, cloud-based commerce platform designed to improve operational efficiency and deliver more consistent customer experiences.

The transformation has been supported by retail integration platform Patchworks, which provides the integration layer connecting Belstaff’s commerce and core operational systems.

At the core of the new setup is a headless Shopify stack spanning both ecommerce and point of sale, with NetSuite acting as the single system of record for inventory, transactions and financial data. This unified architecture gives Belstaff real-time visibility across channels, enabling faster decision-making and reducing the operational friction caused by disconnected systems.

The transformation has enabled Belstaff to launch omnichannel fulfilment capabilities including click and collect, ship from store and ship to store, giving customers greater flexibility while allowing store teams to fulfil online demand more effectively. By running both online and in-store transactions on Shopify, the brand has removed barriers between channels and created a more seamless experience for both customers and staff.

Navid Jilow, IT Director at Belstaff, said: “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,” Jilow added.

Prior to the transformation, Belstaff had a heavily outsourced and opaque technology environment that made change slow and costly. Moving to a unified commerce model has reduced complexity, lowered total cost of ownership and improved speed to market, while also supporting higher conversion rates through a simpler and more reliable commerce platform.

Since going live, Belstaff has successfully traded through multiple peak periods, including Black Friday and Cyber Monday, without performance or scalability issues. The new architecture has also given internal teams greater confidence to adapt processes, optimise operations and introduce change without increasing technical risk.

Looking ahead, the connected, accurate data flowing through Shopify and NetSuite is laying the groundwork for future innovation, including the use of AI across demand forecasting, inventory planning and content localisation.

“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,” commented Jim Herbert, CEO of Patchworks.

“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,” added Herbert.