{"id":4587,"date":"2025-11-10T12:00:00","date_gmt":"2025-11-10T12:00:00","guid":{"rendered":"https:\/\/www.rithum.com\/?post_type=case_study&#038;p=4587"},"modified":"2025-11-14T21:10:06","modified_gmt":"2025-11-14T21:10:06","slug":"cotton-on","status":"publish","type":"case_study","link":"https:\/\/www.rithum.com\/case-studies\/cotton-on\/","title":{"rendered":"Cotton On"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\" id=\"h-cotton-on-results\">Cotton On results<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>300% increase in product range for Zalora, Asia&#8217;s leading online fashion retailer, compared to&nbsp;previous&nbsp;direct integration&nbsp;&nbsp;<\/li>\n\n\n\n<li>Freed internal teams to focus on trading instead of managing complex integrations&nbsp;&nbsp;<\/li>\n\n\n\n<li>Ongoing managed services support acts as an \u201cextension of our team\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-nbsp-cotton-nbsp-on-nbsp-increased-their-marketplace-product-nbsp-range-by-300-nbsp\">How&nbsp;Cotton&nbsp;On&nbsp;increased their marketplace product&nbsp;range by 300%&nbsp;<\/h2>\n\n\n\n<p>For Australian fashion and lifestyle retailer&nbsp;Cotton On, expanding into new marketplaces used to be&nbsp;cumbersome. \u201cIn the early days, integrating with a partner directly involved&nbsp;working with large cross\u2011functional teams and daily stand\u2011ups,\u201d said <a href=\"https:\/\/au.linkedin.com\/in\/paul-gellion-a3292030\" target=\"_blank\" rel=\"noreferrer noopener\">IT Manager&nbsp;Paul Gellion<\/a>. &#8220;It&nbsp;was costly, time consuming&nbsp;and fairly complex.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>They needed a solution that could automate category mapping, scale integrations, and work&nbsp;in sync&nbsp;with their&nbsp;growing needs.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-shift-to-rithum\">The shift to Rithum<\/h2>\n\n\n\n<p>Cotton On&nbsp;chose&nbsp;Rithum&nbsp;to enable their marketplace growth strategy.&nbsp;\u201cThe purpose was to enable a one\u2011to\u2011many&nbsp;integration&nbsp;from our merchandising and order management systems to global marketplaces,\u201d said&nbsp;Paul.&nbsp;<\/p>\n\n\n\n<p>Instead of building custom integrations for each new marketplace, Cotton On connects once to&nbsp;Rithum, then activates new channels with far less effort. \u201cNow we work directly with&nbsp;Rithum.&nbsp;It\u2019s&nbsp;an implementation, not a completely new integration and rebuild,\u201d&nbsp;said&nbsp;Paul.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The difference in speed is dramatic. \u201cWe can launch a new marketplace every couple of months, compared to one every six months before,\u201d&nbsp;Paul&nbsp;said.&nbsp;The ability to \u201cdip our toes in, see if it works, and step back out again\u201d allows Cotton On to take more calculated bets on new selling opportunities.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-300-more-range-for-zalora\">300% more range for Zalora<\/h2>\n\n\n\n<p>Cotton On is about to launch Zalora through&nbsp;Rithum, replacing its old direct integration. The team expects a 300% increase in product range thanks to smoother category mapping and attribute alignment.&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWith our direct integration, we were limited&nbsp;in&nbsp;what we could fix.&nbsp;We\u2019re&nbsp;excited to see the difference working with a partner&nbsp;we\u2019ve&nbsp;integrated with both directly and through&nbsp;Rithum&nbsp;will make.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/au.linkedin.com\/in\/lily-hannett-primmer-a5b1822a0\" target=\"_blank\" rel=\"noreferrer noopener\">Lily Hannett<\/a>,&nbsp;Marketplace Operations Manager,&nbsp;Cotton On&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-partnership-in-action\">Partnership in action<\/h2>\n\n\n\n<p>While the one\u2011to\u2011many&nbsp;integration&nbsp;goal was why they initially chose&nbsp;Rithum,&nbsp;Cotton&nbsp;On also values&nbsp;Rithum\u2019s&nbsp;Managed&nbsp;Services model.&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cRithum\u2019s&nbsp;Managed Services team&nbsp;across all our partners is absolutely gold.\u201d&nbsp;<\/p>\n\n\n\n<p>&#8211; Paul Gellion, IT Manager, Cotton On&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>Rithum&#8217;s\u00a0Technical Account Manager\u00a0<a href=\"https:\/\/au.linkedin.com\/in\/zoe-darville-24a335163?original_referer=https%3A%2F%2Fwww.google.com%2F\">Zoe Darville<\/a>\u00a0handles\u00a0much of the behind\u2011the\u2011scenes work\u00a0for Cotton On, including category mapping, business rules, and error resolution. \u201cEffectively, we\u2019re\u00a0partnering with\u00a0Rithum\u00a0like an extension of our team,\u201d Paul said. <\/p>\n\n\n\n<p>This support gives Cotton On\u00a0increased\u00a0visibility without\u00a0any\u00a0additional\u00a0burden. The team uses\u00a0Rithum\u2019s\u00a0template view to\u00a0immediately\u00a0see\u00a0why a product\u00a0isn\u2019t\u00a0sending\u00a0to the marketplace and\u00a0can check business rules to fix the issue. Reports on\u00a0demand\u00a0metrics are run and scheduled in\u2011house.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-looking-ahead-together\">Looking ahead together<\/h2>\n\n\n\n<p>Working with&nbsp;Rithum, Cotton On plans to move first on new channels and AI solutions, provide real\u2011world feedback that informs the roadmap, and model a clear path other brands can follow.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWith the rise of AI, we want to be at the cutting edge and co\u2011develop solutions&nbsp;with&nbsp;Rithum.&#8221;&nbsp;<\/p>\n\n\n\n<p>&#8211; Paul Gellion&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-about-cotton-on\">About Cotton On<\/h3>\n\n\n\n<p><a href=\"https:\/\/cottonongroup.com.au\/\">The Cotton On Group<\/a> is a global fashion and lifestyle retailer with eight brands\u2014Cotton On, Cotton On Body, Cotton&nbsp;On&nbsp;Kids, Rubi, Typo,&nbsp;Factorie,&nbsp;Supr\u00e9&nbsp;and Ceres Life\u2014across 20 countries and 1,300 stores. Their driving purpose lies in the <a href=\"https:\/\/cottonongroup.com.au\/the-good-we-do\/cotton-on-foundation\/\">Cotton On Foundation<\/a>. Powered by 20,000 team members, the Foundation works with customers to make a positive impact on education, mental health, and environmental projects around the globe.&nbsp;<\/p>\n","protected":false},"featured_media":4589,"template":"","client_type":[7],"industry":[26],"product":[44],"class_list":["post-4587","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","client_type-brand","industry-clothing-apparel-accessories","product-marketplaces"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Case Study | Cotton On Rithum<\/title>\n<meta name=\"description\" content=\"Cotton On teams with Rithum to connect once and launch marketplaces faster, boosting Zalora range 300% with managed services support.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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