The Foschini Group (TFG) Limited is the parent company of TFG London, overseeing a diverse portfolio of 29 iconic retail brands worldwide. With a bold vision to deliver exceptional omni-channel experiences, TFG is transforming the retail landscape, creating seamless, engaging journeys for customers across the globe.
TFG London made a significant mark in the UK market through strategic acquisitions of well-established brands such as Phase Eight, Whistles, Hobbs, Damsel in a Dress and Inside Story, and are now some of the most successful, premium womenswear brands in the UK.
The Commerce Team Global is proud to partner with TFG, providing continuous support to drive international growth and accelerate the success of TFG’s premium brands on a global scale.
Impact
TFG approached The Commerce Team Global at a pivotal moment in their digital transformation and global expansion of four key brands: Whistles, Hobbs, Phase Eight, and Inside Stories.
Recognising the need for expert guidance and innovation, we became an integral partner in their growth journey. We provided comprehensive support across their development roadmap, seamlessly integrating with third-party technologies, delivering 24/7 platform support, and crafting tailored storefronts to enable successful expansion into key global markets. Our focus on optimising site performance—prioritising speed, scalability, and reliability—ensured an enhanced user experience, ultimately driving conversion rates and empowering TFG’s brands to thrive on the international stage.
The TFG team faced several challenges in transforming the client’s digital operations:
To tackle these challenges head-on, we assembled a dedicated Salesforce Commerce Cloud team, structuring development into agile bi-weekly sprints. This approach ensured a steady rhythm of progress, with regular feature releases that delivered immediate, tangible value to TFG’s key brands. Our iterative methodology empowered TFG to quickly go to market, while also ensuring the platform remained aligned with ever-evolving industry trends.
We collaborated closely with TFG to refine backlog management, enhance functionality, and boost performance. This focus resulted in a more streamlined customer journey, with faster page load times, seamless navigation, and localised experiences tailored to diverse global markets.
Today, we continue to provide around-the-clock support and strategic roadmap development for the TFG portfolio, driving the ongoing expansion of their brands.
For Whistle, we integrated Cloudinary technology to improve site performance and streamline assets management, Adyen for payments processing and Global-E, an end-to-end platform that enables merchants to accelerate DTC cross-border ecommerce. We also redesigned their PDP for an improved UX and shopping experience and implemented KeyIVR that enables TFG's customer service team to process payments through the call centre in a PCI-compliant manner.
"The Commerce Team Global are very collaborative, when we switched over to Salesforce, we had the team come to our office to meet our team and to really see how we worked. They fitted into our schedule and helped us to launch our website on time with all the features that we wanted. We couldn’t be happier with the work that The Commerce Team has done for us."
Chris Tinsley, Group Head of Web Operations, TFG London
