Over the past decades, activewear has become increasingly popular for everyone. Whether people are running a race, lounging around their house or meeting a friend for lunch, activewear is viewed as a sensible and comfortable fashion statement today.
In Hong Kong and mainland China, Swire Resources is one of the biggest names in activewear and sporting gear, adapting to changing consumer preferences and market trends to offer the best brands to consumers. The company represents a range of top international brands in the region, including Arena, Speedo, Columbia, Chevignon, Teva, Havaianas, Crocs, Cath Kidston and UGG. The company also operates close to 200 retail shops in Hong Kong, primarily through its performance-focused Marathon Sports and GigaSports brands and its fashion-focused Catalog brand.
“When I joined the company, we were only operating off-line, either by running our retail shops or operating as a distributor,” says Kelvin So, General Manager of IT at Swire Resources. “We realised that digital channels were becoming increasingly important. We needed to establish our own e-commerce operations if we wanted to stay ahead of the competition.”
After initially relying on partners to set up and maintain its e-commerce sites, Swire Resources decided to bring operations in-house to increase control over content and minimise operating costs. Using Magento Open Source, Swire Resources created e-commerce sites for Marathon Sports, Catalog and many of its other brands. But over time, the company recognised the need for a more responsive, integrated enterprise solution and decided to upgrade to Adobe Commerce to take advantage of its more advanced functionality.
“Adobe Commerce is the scalable enterprise commerce solution that we needed to grow our digital channels,” says So. “We can guide shoppers to the products they’re looking for and fulfill orders with ease, delivering much stronger customer experience and service online.”