WHP Global announced the launch of WHP+, a direct-to-consumer digital e-commerce platform. With full e-commerce operations, including technology, data science, analytics, logistics, creative and digital marketing, WHP+ gives the company a edge in the brand management industry.
WHP+ allows brands to engage directly with their consumers and deliver all product categories into one offering. WHP Global and other brands working with WHP+ will be able to benefit from a network of licensees, vendors, partners and consumers.
“The launch of our e-commerce platform WHP+ is a game changer,” WHP Global’s chairman and CEO Yehuda Shmidman said. “Owning and controlling the highest growth channel in retail will allow us and our licensees to drive material growth as one unified team.”
The first brand to launch on the digital platform WHP+ is WHP Global’s women’s fashion brand, Anne Klein. Anneklein.com will be the primary online destination for Anne Klein collections and will offer exclusive pieces in the women’s ready-to-wear, accessory, watch, eyewear, handbag, footwear, plus size and petite clothing categories. Each licensee is connected using a middleware solution to the cloud-based e-commerce platform, which powers the digital experience. The WHP+ platform becomes the hub of the brand, which is connected to all relevant services, including email/SMS marketing, social, customer service and reverse logistics.
WHP+ has a pipeline in development for additional brand launches, both within and outside the WHP Global portfolio.