Footasylum's collaboration with NewStore aims to enhance its retail business by using its latest technology architecture while building on its relationship with promotion and loyalty automation solution Talon.One.

NewStore's platform will unify Footasylum's ecommerce website with its physical retail outlets to help customers shop with greater convenience and flexibility.

Commenting on the collaboration, Mike Wallwork, the ecommerce director at Footasylum stated: “To keep up with the pace of innovation and grow our business, we need a technology architecture that is open, flexible, and scalable. But we cannot build it ourselves. We need commerce partners that align with our vision."

Stephan Schambach, the founder and CEO of NewStore added: "Footasylum's decision to partner with NewStore is a testament to the changing direct-to-consumer retail landscape. As brands look to scale and provide seamless omnichannel experiences, legacy systems and monolithic architectures can no longer keep up.”

Footasylum says the integration between NewStore's platform and Talon.One's loyalty and promotion engine will enable it to create engaging buying journeys that drive brand engagement and enhance customer retention.

Meanwhile, Talon.One's chief revenue officer Chris Mills said: "Running data-driven loyalty and promotion programmes is often one of the most complex elements of a brand's strategy and Talon.One plays a key role in streamlining the process."

JD closed a deal in August 2022 to sell the Footasylum brand to Aurelius.