Case Study · Retail Transformation
UNTUCKit: From SoHo Startup to Global Omnichannel Retailer
Discover how a mid-level New York retailer scaled from one store in SoHo to 90+ locations worldwide by modernising operations, empowering staff, and creating a seamless omnichannel experience.
The Journey
Scaling omnichannel retail in New York
Scroll through the timeline and open each milestone to explore how UNTUCKit expanded from a single SoHo flagship to a connected global footprint.
Tip: Use the arrow keys or swipe to move horizontally. Activate each milestone to reveal the story behind the growth.
2011Founded Online in NYCSelect to reveal details
UNTUCKit launched with a single mission: design shirts built to be worn untucked. The digital-first approach attracted a loyal following of style-conscious shoppers across the US.
2015First SoHo StoreSelect to reveal details
Opening in SoHo proved customers wanted tactile experiences as much as online convenience. The flagship blended curated service with quick digital checkout options.
2017–2020Rapid GrowthSelect to reveal details
Expansion across malls and high-traffic city hubs introduced new demographics to the brand while strengthening recognition on both coasts.
2021–2024Omnichannel TransformationSelect to reveal details
With nearly 90 locations, UNTUCKit invested in connected operations, ensuring customers could move effortlessly between digital and in-store journeys.
Challenge → Solution
From siloed operations to unified experiences
Expand each card to see how we turned operational pressure points into omnichannel strengths.
Challenge 1Challenge 1: Siloed Systems
E-commerce and brick-and-mortar teams worked in different tools, making it hard to track orders, inventory, or customer needs in real time.
Activate to view the solution
Solution
NewStore's omnichannel retail platform unified POS, order management, and clienteling, giving associates a single view of every customer interaction.
Challenge 2Challenge 2: Omnichannel Gaps
Buy-online/pick-up-in-store and returns felt inconsistent from location to location, eroding confidence in the experience.
Activate to view the solution
Solution
Real-time inventory visibility and standardised returns meant customers could start and finish their journey in the channel that suited them.
Challenge 3Challenge 3: Staffing Inefficiencies
Manual scheduling left weekends understaffed and weekdays overstaffed, directly impacting service levels and sales.
Activate to view the solution
Solution
Deputy's AI-powered workforce scheduling aligned staffing with demand, reducing labour costs while maintaining human service.
Challenge 4Challenge 4: Brand Identity at Risk
Rapid roll-outs risked losing the boutique feel that made the brand distinctive.
Activate to view the solution
Solution
Expansion became intentional: only new markets capable of delivering consistent styling, service, and profitability were opened.
Impact in Numbers
Measurable omnichannel wins
Animated counters reveal the post-transformation results across loyalty, sales, service, and footprint.
12
increase in repeat purchases after loyalty campaigns
9
uplift in average basket size when associates used mobile POS tools
30
faster customer service handling across chat and in-store
90
stores worldwide, grown from one flagship in NYC
“The ability for associates to access customer history in real time changed everything. We’ve gone from transactional to personal — and customers feel the difference.”
Lessons Learned
Keep the brand experience front and centre
Swipe or use the controls to move through the carousel of lessons for other retail teams.
Lesson
Omnichannel is the baseline
One experience across every channel
Customers expect to start on mobile, continue in store, and complete a purchase anywhere without repeating themselves.
Lesson
Staff empowerment = customer satisfaction
Associates armed with insight
When teams can see profiles, preferences, and purchase history, they deliver service that feels personal and proactive.
Lesson
Controlled growth protects brand equity
Scale with intent
Opening only in markets that can deliver signature service preserves what made the brand resonate in the first place.
Lesson
Experience matters as much as product
Retail theatre counts
From fitting rooms to mobile checkout, every touchpoint contributes to how the brand is remembered.
Lesson 1 of 4
FAQ
Expert answers for retail teams
Tap or press enter on a question to reveal guidance you can apply to your own transformation.
Why is UNTUCKit considered a mid-level retail brand?
UNTUCKit bridges the space between fast fashion and luxury. Shirts are crafted with premium fabrics and tailoring, but pricing remains accessible for everyday wardrobes.
How did UNTUCKit improve its omnichannel customer experience?
By integrating POS, order management, and workforce scheduling into one stack, the team delivered consistent returns, accurate inventory, and personalised service wherever customers shopped.
What measurable results came from the transformation?
UNTUCKit reported a 12% lift in repeat purchases, a 9% increase in average basket size, and customer service handling that was 30% faster across chat and stores.
What lessons can other retailers take from this case study?
Invest in unified systems early, equip staff with actionable data, and scale carefully so the brand experience remains distinctive as you grow.
Call to action
Ready to transform your retail experience?
Like UNTUCKit, your brand can scale with confidence when customer experience, operations, and technology align.