22 April, 2024

FENIX OUTDOOR INC. Strategically Embraces Digitalization with Centric PLM

High-end outdoor brand collaborates with Centric Software, building a digital platform to maintain brand DNA and accelerate product iterations

CAMPBELL, Calif., April 23, 2024 – Centric Software® is pleased to announce that FENIX OUTDOOR (FENIX OUTDOOR INC.) has selected Centric PLM™ to drive their digital transformation. Centric Software provides the most innovative enterprise solutions to plan, design, develop, source, buy, make, price, allocate, sell and replenish products such as fashion, outdoor, luxury, multi-category retail, grocery, food & beverage, cosmetics & personal care and consumer electronics to achieve strategic and operational digital transformation goals.

Headquartered in Yangzhou, China, FENIX OUTDOOR INC. is the seventh joint venture subsidiary of the Swedish multinational group Fenix Outdoor AB Publ. Founded in 1960, Fenix Outdoor AB Publ created the Swedish high-end outdoor clothing and equipment brand Fjällräven (Arctic Fox) and then successively acquired German outdoor shoes brand HANWAG, Swedish stove lighting brand Primus, and American outdoor equipment brand Brunton, comprising four world-famous high-end outdoor brands.

FENIX Outdoor has an influential outdoor brand matrix, but has encountered challenges in long-term development due to their more traditional R&D model and the global economic downturn. FENIX Outdoor decided to invest in a PLM solution to underpin digital transformation, aiming to improve R&D efficiency and innovation.

Ms. Li Jing, R&D Director of Outdoor Products at FENIX OUTDOOR, says, “Digitalization is an inevitable and very important trend for the apparel industry, and we are preparing strategically by digitalizing early. We hope to futureproof our brand by steadily expanding and developing through the PLM project.”

Commenting on their decision to partner with Centric Software, she adds, “We are very impressed with Centric’s strength in the global consumer PLM space and the team’s professionalism. Because of their strong customer endorsements, FENIX OUTDOOR did not hesitate to choose Centric as a PLM partner.”

FENIX OUTDOOR’s PLM project will focus on the development of a digital sharing platform to create new styles and product iterations faster, standardize data, streamline business operations and visualize views and reports. The brand expects to improve accuracy, increase knowledge reuse, reduce repetitive tasks and enhance communication.

Ms. Li Jing says, “We intend to establish a strategic digital platform to maintain the brand’s Swedish design DNA that has developed over the past 50 or 60 years, and comprehensively enhance R&D and innovation capabilities to better adapt to the China market.”

“This is a particularly good time to do this project, and we are determined to jump into it,” she concludes. “We believe that Centric’s expertise can give us a competitive advantage.”

“We are honored that FENIX OUTDOOR has chosen to work with Centric Software to accelerate their R&D digitalization project,” says Fabrice Canonge, President of Centric Software. “FENIX OUTDOOR is a strong global brand and we look forward to working with them in the long-term to drive their future success.”

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