‘Surf Hippie’ Lifestyle Brand Faherty Unifies Physical and Digital Data to Enhance Omnichannel CX

Faherty NewStore

DTC retailer Faherty Brand is implementing the NewStore Omnichannel Platform to unify its digital and physical retail operations as the company plans to expand its brick-and-mortar footprint across the U.S. this year.

Launched by twin brothers Alex and Mike Faherty in 2013, the premium “surf hippie” lifestyle brand currently operates 25 stores and sells into 300 specialty outlets.

NewStore’s combined cloud-based POS and order management solution will allow Faherty to bring together customer, order and inventory data into an omnichannel order management system. The data is available in real time at the POS, empowering store associates to deliver seamless brand experiences with capabilities such as mobile checkout, endless aisle, store fulfillment, inventory management and clienteling.

“Our brand is a true labor of love,” said Alex Faherty, Co-founder and CEO of Faherty Brand in a statement. “As we grow, we want to be the best we can be. Having the NewStore platform at the core of our retail operations will allow us to create great shopping experiences that, like our products, last a lifetime.”


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