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Tommy Bahama finds eCommerce success

High-end fashion retailer recognized that growth and expansion would require an omni-channel presence.


Moving into Digital
Sun, sand and palm fronds wafting in a worry-free ocean breeze—that’s Tommy Bahama. The high-end fashion retailer is a global brand with lifestyle products that cover everything from head-to-toe and floor-to-ceiling.

Brand equity is the bread and butter of any fashion retailer, and Tommy Bahama is no different. As the company expanded from its wholesale roots to an omnichannel lifestyle brand, an online presence was needed to complement the existing chain of brick-and-mortar stores.

Tommy Bahama partnered with Acquity Group, an Accenture company, to build a new eCommerce site not only as a digital vehicle to establish and drive a new revenue channel, but as the new focal point of the company’s brand, allowing Tommy Bahama to engage directly (and nimbly) with its target demographic and customers through a branded digital experience.

"With limited resources and eCommerce experience at the time, we needed a firm that would be more than just a website builder. Acquity Group's previous eCommerce technology and operational experience made them a natural choice for us."

Senior Vice-President of eCommerce 

Tommy Bahama


As online shopping became more prevalent, Tommy Bahama recognized that growth and expansion would require an omnichannel presence. Yet the company had limited resources and eCommerce experience at the time.

The company needed an omni-channel site as a digital vehicle to establish and drive a new revenue channel, and to become the new focal point for the company’s brand. This would allow Tommy Bahama to strengthen relationships with leading retailers and engage its target demographic and customers through an effective, branded digital experience—in line with the in-store experience.


Working together, Tommy Bahama and Acquity Group created a foundation for a global online brand. Key accomplishments include:

  • Building the company’s first eCommerce site, helping drive record growth of eCommerce revenue—despite the broader, economic downturn.

  • Identifying a digital experience management platform—including content management, analytics and search merchandising.

  • Developing an endless aisle in-store experience to open eCommerce doors to loyal in-store customers. Since then, in-store kiosk sales continue to increase YOY, and are currently up 56 percent compared to last year.

  • Bridging the experience between Tommy Bahama and Borderfree (an international shipping/billing/customs-clearing service) to support the need to ship orders internationally. The company is now able to accept orders from and ship to more than 100 countries.


Since the launch of, the company has seen the stock in its brand rise with its continued worldwide expansion.

On the robust eCommerce platform built by Acquity Group, the company continues to showcase every aspect of its luxury brand, from monthly new arrivals to food and cocktail recipes and new retail store locations like New York, Tokyo, Hong Kong, Singapore, and Sydney.

While it may have all started in 1993, “as a single thread of an idea,” Tommy Bahama is now an established global multichannel brand, poised to welcome the next wave of growth and expansion driven by and Acquity Group.

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