Peuterey is a distinguished Italian brand specializing in luxury casualwear and premium outerwear for men, women, and children. Established in 2002 in Altopascio (Lucca), Tuscany, the brand takes its name from one of the most captivating ridges of Mont Blanc, symbolizing the fusion of earth and sky, functionality, and aesthetics. The three red dots in its logo graphically represent this concept. Since its inception, Peuterey has seamlessly combined contemporary elegance, technological innovation, and functional performance, creating versatile garments tailored for a dynamic, on-the-move lifestyle. The brand has solidified its global presence through flagship stores, shop-in-shops, and partnerships with select high-end multi-brand retailers.
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Beyond its boutique in Milan’s prestigious Fashion Quadrilateral, Peuterey has a strong footprint in key international markets, including South Korea, Japan, and Europe. The brand’s commitment to excellence is evident in its meticulous selection of innovative and sustainable materials, ensuring superior comfort, durability, and distinctive design. Peuterey consistently invests in research and development to minimize environmental impact while enhancing product performance. Its dedication to sustainability and social responsibility is further reinforced by the achievement of the SA8000 certification and the Gender Equality Certification.
Peuterey has been a client of Deda Stealth for nearly 15 years, during which the expertise of Deda Stealth’s specialized teams has successfully aligned the brand’s needs with the most advanced fashion technology solutions. In 2011, Peuterey embarked on a journey to enhance the digitalization of its supply chain, seeking cutting-edge architectural and process management solutions to ensure flexibility and seamless integration of in-store operations and point-of-sale (POS) systems. Key objectives included:
1. Real-Time Retail data for informed decision-making enabling real-time access to retail data for decision-makers and management control teams, allowing for optimized stock management, more accurate demand forecasting, and enhanced overall performance through agile, data-driven strategic decisions;
2. Operational efficiency and Sales Performance enhancing process efficiency, leveraging synergies across different markets, and improving sales performance through advanced digital tools;
3. Streamlining store operations, reducing manual tasks, automating business processes through technology, and allowing store managers to dedicate more time to enhancing customer experience rather than handling repetitive administrative duties;
4. Seamless multichannel Business Integration, establishing a unified stock visibility and precise inventory control to reduce management costs and ensure fluid warehouse and retail operations.
For Peuterey, physical stores complement customer service and reinforce brand visibility. To support this, Peuterey and Deda Stealth have embraced a Composable Architecture approach, a model designed to provide the agility and scalability needed to seamlessly integrate, reuse, and deploy innovative services and best-in-class solutions with reduced time-to-market. This framework allows for rapid adaptation to business growth and evolving retail market demands.
Throughout the architectural design, solution selection, and implementation phases, Deda Stealth’s professionals worked closely with Peuterey to identify the most suitable technologies. The brand opted for Stealth® Retail to manage store operations and retail back-office functions (Inventory Management, Store Management, Order Management, and Stock Management) and Retail Pro Prism for POS operations. This choice was driven by the need for a flexible, innovative, and customizable solution to oversee customer data, stock levels, order processing, and all in-store transactions.
Achieving operational efficiency on a global scale requires seamless commerce unification across all channels and systems. This demands centralized data management, ensuring a single, coherent view while enabling information segmentation according to the brand’s needs and legal entities. Deda Stealth’s expertise in fashion retail technology has been pivotal in addressing these challenges. By integrating Retail Pro Prism with Stealth® Retail, Peuterey benefits from an out-of-the-box solution featuring advanced management functionalities. This ensures data centrality while maintaining operational effectiveness, in perfect balance with Peuterey’s business vision, and compliant in relation to country-specific regulations.
The brand’s customer-centric strategy is further reinforced by the flexibility of Prism, which has already streamlined promotion management, allowing for more effective customization based on consumer preferences. This approach has optimized customer engagement, enhanced the shopping experience, and simplified pricing department operations. Future integration with a CRM system will unlock additional personalization opportunities, further strengthening brand loyalty.
By enabling real-time communication between Stealth Retail and Retail Pro Prism, Peuterey has enhanced the efficiency of its store back-office operations. The centralized inventory management system ensures full visibility of total stock levels across all channels, providing a highly detailed approach to inventory control. The ability to monitor available merchandise in an omnichannel framework allows Peuterey to efficiently serve customers based on stock availability both in-store and at central warehouses, thereby facilitating a Fluid Commerce strategy.
The implementation of Peuterey’s Retail & POS project was executed swiftly, with minimal impact on daily business operations. Throughout the process, Deda Stealth’s professionals provided continuous support, leveraging their deep understanding of fashion retail processes to tailor the system’s functionality to the brand’s evolving business requirements.
"The evolution of our retail model required not only advanced technological solutions but also a partner capable of understanding its dynamics and anticipating future needs," said Luca Isidori, ICT Manager at Peuterey Group. "With Deda Stealth, we have built a partnership founded on a shared vision—one of an increasingly integrated, efficient, and customer-oriented retail experience. Thanks to their expertise in fashion processes and the adoption of Stealth® Retail and Retail Pro Prism, we now have a scalable and flexible infrastructure that optimizes stock management, streamlines operations, and ensures precise control over all sales channels."
Looking ahead, Peuterey remains committed to ongoing innovation, focusing on mobility and the simplification of in-store operations. The potential adoption of Stealth Retail Mobile Apps represents a significant step toward a more agile and efficient store management approach. By empowering managers and sales assistants with greater flexibility, these tools will enhance operational efficiency without compromising control over inventory management. This strategic evolution will further optimize internal processes, elevate the customer experience, and reinforce Peuterey’s commitment to delivering an exclusive and personalized service, creating lasting value for its customers.
