Nudie Jeans has partnered with Centra to develop a solution that enables customers to receive their orders from the nearest store as quickly and sustainably as possible.

Nudie Jeans is a sustainable denim brand and Centra is a headless e-commerce platform. Centra and Nudie have begun by rolling out a workable version, starting with wholly owned stores before connecting wholesale partners and franchisees.

The solution enables Nudie to provide a service that will give manufacturers/brands and their bricks-and-mortar retailers a competitive advantage over Amazon and other giant e-commerce marketplaces.The partnership will also build an e-commerce business for Nudie Jeans that integrates all sales channels, ultimately creating a new kind of fulfillment ecosystem, where a customer can order online, but have it picked, packed and delivered from a local bricks-and-mortar store and returned there, if needed. As backup, the product is reserved from the main warehouse if no local stores can fulfill the order – so the customer gets what he/she wants far more quickly and delivered in a far more sustainable way.

E-commerce is built for online multi-brand retailers shipping from a few huge warehouses. It is not designed for brands with an existing and complex retail network of wholly owned stores, franchises and wholesale partners.