Fashion retailer BCBGMAXAZRIA Group has expanded its relationship with Demandware to advance its omni-channel initiatives and enhance the in-store customer shopping experience.

The company, which operates more than 700 retail stores globally, initially launched the Demandware Digital Store solution in nearly 180 US stores in 2012 to gain greater flexibility and scalability and enhance the in-store shopping experience.

BCBGMAXAZRIA plans to roll out the solution internationally in all stores, including Herve Leger and BCBGeneration to create a unified view of the customer shopping experience.

The retailer is also evaluating Demandware’s distributed order management technology, Order Center, which will provide it with visibility into inventory in real-time and enable a “buy anywhere, service anywhere, fulfill anywhere” experience to satisfy customer demands.

“At BCBGMAXAZRIA, we are focused on our customer and how she experiences our brand through engaging and exciting shopping experiences that are tailored for her,” said Alex Golshan, VP of omni-channel and international e-commerce at BCBGMAXAZRIA Group.

“We are working hard to overcome internal channel P&L conflicts, align incentives to better serve the customer and rapidly grow our business by leveraging inventory across all channels including retail and wholesale.”

Demandware COO Jeffrey Barnett added: “The future of retail is about breaking down traditional silos and bringing together the physical and digital worlds. Retailers that do this successfully will find they can deliver enhanced customer shopping experiences and increase store revenue.”