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Dr. Martens Collaborates with Sceneric and hybris to Build Commerce for an International Future

Sceneric, a leading web and e-commerce consultancy, today announced it has launched a new omni-commerce platform for Dr. Martens, the British brand. Built on hybris software’s commerce solution, the new platform is a multi-site, multi-language and multi-currency implementation that enables Dr. Martens to execute its international digital retail strategy in a highly localised way. Following the recent go live of its UK and French websites and mobile sites, built and enabled by Sceneric and hybris, Dr. Martens has now utilised the platform to successfully launch its new US online store.

During the build of the foundation global platform, Sceneric worked closely with Dr. Martens’ internal IT team, together with its existing IT partner Project A, to empower them with the skills to launch future sites themselves. This training and mentoring alongside extensive platform documentation has allowed Dr. Martens to rapidly localise and launch the US site.

Built on the highly scalable hybris Commerce Suite, the solution allows Dr. Martens to rapidly deploy and manage multiple sites on a single platform, populated with product, language and payment localisations which customers can access in desktop, tablet and mobile versions. Powerful master data management means the company can quickly create country-specific catalogues featuring variations in product assortment and sizing, adapting its merchandising strategy and brand messaging for each market. The new platform includes a regional stock management facility to optimise delivery of locally available and extended product ranges to customers and also features CyberSource and PayPal payment integrations to ensure Dr. Martens can respond with ease to the payment preferences of shoppers.

“We needed three things from our systems integrator to deliver this project. The first was deep technical skills and knowledge of hybris, which Sceneric provided consistently. The second was the project management and design skills to create and deliver our hybris project to time, budget and vision, which Sceneric achieved for every major milestone. The third was the open-mindedness and willingness to collaborate needed to handover the resulting solution to our own teams and our long-term external partner Project A. We were very pleased with the positive way in which this third objective was also delivered, which has allowed us to transition smoothly into our own support and development culminating in the recent launch of our US site. Altogether, it has been a successful partnership” said Chris Jones, Interim Global eCommerce Director at Dr. Martens.

Jim Herbert, Founding Director of Sceneric, commented: “As the global retail landscape continues to develop, retailers are looking for innovative and efficient ways to tackle new marketplaces in a highly efficient manner. We’re delighted to have been given the opportunity of working in partnership with Dr. Martens to develop a platform that ensures their brand values aren’t lost in translation as they expand their international retail horizons.”

About Sceneric

Sceneric is an ecommerce solutions provider that works closely with its customers to help them achieve leadership positions in their markets. It achieves this by bringing a combination of in-depth industry knowledge, technical excellence and delivery expertise to support the operational objectives of its customers. A hybris Platinum Partner, Sceneric has offices in the UK, Europe, Asia Pacific and the USA. Founded in 2006, the company works with industry leaders such as ASOS, Legal & General, Nisbets, Barbour, LK Bennett, Rapha, Superdrug, Dr Martens and Sceneric is also a member of the DigitasLBi group of companies. For more information please visit:

About hybris software

hybris software, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device. hybris delivers OmniCommerce™: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. hybris' omni-channel software is built on a single platform, based on open standards, that is agile to support limitless innovation, efficient to drive the best TCO, and scalable and extensible to be the last commerce platform companies will ever need. Both principal industry analyst firms rank hybris as a “leader” and list its commerce platform among the top two or three in the market. The same software is available on-premise, on-demand and managed hosted, giving merchants of all sizes maximum flexibility. Over 500 companies have chosen hybris, including global B2B sites W.W.Grainger, Rexel, General Electric, Thomson Reuters and 3M as well as consumer brands Toys“R”Us, Metro, Bridgestone, Levi's, Nikon, Galeries Lafayette, Migros, Nespresso and Lufthansa. hybris is the future of commerce™. For more information, visit

About Project A

Project A is an Ashland, Oregon based Custom Software and Systems Integration Team responsible for many of Dr. Martens web based solutions including Global eCommerce Deployment, Hosting and Support on a day to day basis. They are a new Hybris Partner and are excited for opportunities to work with existing Hybris Partners on Projects especially in the Pacific Northwest. Find out more at

About Dr. Martens

Throughout Dr. Martens history, the brand has been adopted and subverted by countless rebellious characters, subcultures and tribes. These are the people who stand out from the crowd in their own unique way and for many, their journey of self-expression has always been accompanied by a pair of Doc’s. Dr. Martens celebrates these free-thinking individuals – from first time wearers to those who have been with the brand forever. These are the authentic characters that stand for something.

Dr. Martens air-cushioned sole, designed by German inventor, Dr. Klaus Maertens, was engineered primarily to meet the specific need of providing additional support and comfort for his broken foot.

The Dr. Martens boot, that was then manufactured by R Griggs and Co, British boot makers, with its trademark yellow stitch, grooved sole and heel-loop, was a boot for workers, initially worn by postmen and policemen; comfortable, durable and lightweight in comparison to its competitors at the time.

A specific range of “Made In England” products are still manufactured in the Cobbs Lane factory, Wollaston, England which has been making footwear since 1901. It is the home of the original Dr. Martens boot and within this small factory works a close-knit team of people schooled in traditional shoe-making and the unique process that makes Dr. Martens like no other shoe on earth.

This is the factory where it all began; where the first pair of Dr. Martens boots rolled off the production line on April 1st, 1960. The manufacturing process has been fine-tuned and perfected ever since - from the cutting of the leather hides to the heat-sealing with a blade of fire that welds the air-cushioned sole to the upper.

For press information:

Julie Kirby
Ascendant Communications
07956 955625