Our Legacy grows 5x in DTC and B2B with Centra

Described by GQ as “the biggest little fashion brand in the world”, Our Legacy has achieved the kind of success that most brands dream of. Founded in 2005 and based in Stockholm, Our Legacy has gained a cult-like following for its men and women’s collections– authentic pieces with a distinct 90’s vibe. Since 2020, Our Legacy has shifted into a new gear, experiencing rapid growth across the entire business, which includes a global digital flagship store, stores in Stockholm, London, Berlin and Seoul, as well as 270+ wholesale stockists around the world.

Partners in growth

Our Legacy partnered with Centra to become an early adopter of headless ecommerce. They also teamed up with NoA Ignite (formerly Oakwood) to design and build a digital flagship, a collaboration that has evolved as the brand expanded—most notably with the launch of a women’s line in 2018. 

Choosing Centra as their ecommerce platform was initially about enabling Our Legacy’s lean team to operate efficiently by having DTC and wholesale product order management in one place—but when the pandemic hit in 2020, it became pivotal in keeping the business on track. With physical showrooms off-limits, digital wholesale came into its own, accounting for over 75% of the business, with the team leveraging tools like digital showroom to give buyers a user-friendly way to browse collections, place orders, and track shipments all online.

The team's early adoption of digital wholesale allowed them to be competitive during a transformational period for retail and resulted in significant growth for their business. Now, Our Legacy’s wholesale team has eliminated manual processes, using digital showroom to manage all wholesale orders.

Expandable ecommerce

Many fashion brands eventually outgrow their ecommerce platform. What starts as a good fit for their online store can become limiting as the business scales. Limited functionality starts to hinder the ability to meet growing customer demand, requiring an upgrade or even a complete replatforming. Our Legacy is the perfect example of a brand that has adopted an ‘expandable’ approach to ecommerce. The business continues to be on an upward growth trajectory, with revenue growing by 5x since 2020. The flexibility of headless commerce, combined with Centra’s fashion-focused, out-of-the-box functionality, has allowed Our Legacy to scale efficiently with a lean team, free from technology limitations.

Optimized inventory management

Having functionality that supports Our Legacy’s hypergrowth has been crucial in maintaining efficiency and meeting surging demand. Collections are highly sought after, and the brand’s high-profile collaborations through Our Legacy Workshop generate major online buzz. However, this level of popularity can lead to challenges like overselling and stock shortages. Recognizing this, Centra implemented overselling prevention functionality within the platform as a way to safeguard fast-selling products. With optimized inventory management, the team at Our Legacy can effectively control stock levels and manage backorders.

A centralized control hub

Running global DTC and wholesale on Centra means that multiple departments, each with their own priorities, are supported through Centra’s back-end. This provides the team with an up-to-date overview of products, inventory, returns, and processes.

More than a passing trend

Achieving scale as a fashion brand is one thing; maintaining that momentum is another. Our Legacy has recorded outstanding results in 2024 alone, powered by international expansion and a loyal customer base, with over 40% of customers making repeat purchases. But rather than resting on its success, the team is focused on deepening efforts to further expand its loyal customer base by implementing ecommerce strategies like omnichannel and localization–both of which are supported with Centra’s core built-in features.

Following LVMH Luxury Ventures' investment in Our Legacy in 2024, expansion is a key priority, with new retail locations in the works in Europe and Asia. Meanwhile, as the digital flagship currently serves customers in English only, the team is now working on localizing the website for its Japanese customers - a key market for the brand.

Our Legacy is also expanding their tech stack, partnering with Emfas to leverage AI for enhanced product descriptions and Depict for merchandising and search, further streamlining team operations and efficiency. Just like in 2020, when the pandemic sparked a transformational boom for Our Legacy due to having the right technology in place at a pivotal moment in its journey, sustained growth is secured with Centra’s powerful features and the limitless potential of headless commerce.

Our Legacy’s tech stack