INTELLIGENT TECHNOLOGY
DIGITAL TRANSFORMATION
Surtee Group accelerates Digital Transformation with unified commerce platform from Fynd
Surtee Group, one of South Africa’ s most established luxury and fashion retailers, has taken a major step in its Digital Transformation journey by selecting AI-native retail technology platform Fynd as a strategic partner to modernise its commerce operations.
The partnership sees Surtee Group become Fynd’ s first customer in South Africa, signalling a growing shift among legacy luxury retailers towards unified, AIdriven commerce models that can support evolving consumer expectations across physical and digital channels.
Surtee Group operates 94 boutiques and two e-commerce sites, spanning multibrand retailer Levisons alongside monobrand stores including Giorgio Armani, Michael Kors, Lacoste, Hugo Boss, Versace, Tod’ s, Salvatore Ferragamo,
Emporio Armani, Burberry, Jimmy Choo, Coach and Armani Exchange.
As part of the collaboration, the group will deploy Fynd’ s unified commerce stack, including Storefronts, Order Management System( OMS), Warehouse Management System( WMS) and Clienteling tools, to connect in-store and online operations, improve inventory visibility and launch brand-specific e-commerce storefronts across its portfolio.
While online retail continues to grow rapidly in South Africa, offline sales still account for the majority of revenue. Fynd’ s platform will enable Surtee Group to unify offline inventory online, introduce ship-from-store capabilities and improve sell-through and margins. Clienteling tools will also empower instore teams to deliver more personalised customer engagement and drive incremental sales through seamless omnichannel experiences.
As part of its broader digital roadmap, Surtee Group aims to strengthen its leadership in luxury retail while expanding its e-commerce footprint and increasing operational agility.
“ We were looking for a partner who understood both the technical and strategic dimensions of unified commerce,” said a Surtee Group spokesperson.“ Fynd stood out for their proven scalability, consultative approach, and deep experience with global fashion brands, many of which align with our portfolio. Their unified stack enables us to modernise operations while building a connected, brand-first customer experience.” •
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