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Fat Face continues eCommerce refresh with Adyen payments

UK fashion retailer Fat Face is the latest industry player to integrate with Adyen payments, as its eCommerce refresh continues.

The high street clothing business launched its new website alongside integration partner Astound Commerce in November, and it sees the addition of Dutch technology company Adyen’s payments services as a way of fast-tracking international growth.

Fat Face is currently embarking on a five-year growth plan, with a concerted focus on building its eCommerce presence and developing its proposition in new markets around the world.

The US is where the retailer’s attention is currently directed, recently opening another three stores to bring its total shops in the country to nine.

Fat Face was one the UK retailers to announce a successful Christmas period, with like-for-like sales in the five weeks to 6 January up by 8% and eCommerce sales jumping by 24%. Solely for that reporting period, international sales expanded by 61% to £5.5 million.

Commenting on the new Adyen partnership, Paul Wright, director of eCommerce and IT at Fat Face, said: “It was important that we partnered with a provider who understood the variations in local payment preferences and could deliver these into a single platform.

“Thanks to Adyen, we are now able to launch new local sites quickly, with payment methods that suit all of our customers. They also align our sales channels to deliver a complete customer journey, regardless of the channel they are buying through.”

Adyen says that in Germany, for instance, Giropay and Sofort are online banking transfers which represent 40% of all payments made in the country. In the Netherlands, iDEAL is the most widely used online payment method.

Essential Retail last caught up with Wright at the start of its US expansion journey in 2015, and since then he has been promoted from the role of head of eCommerce & marketing to now run the eCommerce and IT function at the business.

In an exclusive interview, he described retail’s silver bullet during this time of prolonged disruption in the industry as “good old customer service”.

Terry Hunter, UK managing director for Astound Commerce, agreed. “Any retailer looking to compete online needs to ensure it’s offering the best possible user experience to attract and retain customers from across the globe,” he explained.

“This includes a variety of payment options to streamline the online journey, from home page to checkout. We’re pleased to support Fat Face as it expands and bolsters its online presence.”