Case Studies


  • Woolrich

A Rich History

WoolrichWoolrich Inc., the Original Outdoor Clothing Company®, is an authentic American brand that embraces an outdoor lifestyle. Trusted since 1830 by generations of loyal consumers, Woolrich continues its tradition of providing quality products for today’s outdoor enthusiast. A brand recognized worldwide, Woolrich product offerings include functional, comfortable and durable men’s and women’s sportswear and outerwear using innovative fabrications for the ultimate in performance capabilities. In 2010, Woolrich celebrates its 180th Anniversary. It is the original and longest continuously operating outdoor apparel manufacturer and woolen mill in the United States.
Woolrich Buffalo Check Shirt The company got its start in 1830 when John Rich, an immigrant from England, built his first woolen mill in Plum Run, Pennsylvania. Rich would visit the lumber camps that dotted the area and sell his woolen fabric, socks , coverlets, and yarn from a mule cart.

The Woolrich Mill provided wool blankets to Civil War soldiers, and continues to produce some of the country’s finest wool blankets today. Over the years they have pioneered many clothing styles that have become American Classics, a number of which are still popular today, one example being the Buffalo Check Shirt, popular since the mid-1800s.

Industry Trend: Catalog Sales Shifting from the Call Center to Online

Woolrich Chart

The past 10-years have seen dramatic shifts in buyer behavior for Catalog-based retailers, with total eCommerce sales rising 287%, while total growth has risen by only 35.7% [Source: US Department of Commerce].


Woolrich Chart

In a similar time period, the US Postal Service reported a decline in catalogs shipped in the US from 17.2 billion catalogs mailed, to 12.5 billion catalogs mailed in 2013.


Woolrich recognized the growing importance of eCommerce as a catalyst for growth of their business and wisely invested in the right eCommerce technology infrastructure.

Building a Responsive Oracle Commerce Site

Thinkwrap Woolrich


Being the well-established experts in their field, Woolrich was looking for an equally experienced partner in further developing their online business on the Oracle Commerce Platform.  With Pivotree’s depth of knowledge of the retail eCommerce domain and vast experience on the Oracle Commerce platform, it was a well-woven partnership.

As a means of ‘dressing the loom’, Pivotree conducted a usability assessment of the existing site and several recommendations were given that would improve conversion rates.  In March 2014, Pivotree was hired to ‘deliver the weft’ and provide a new commerce site built on Oracle Commerce (ATG Commerce and Endeca).

Implementation Project Highlights:

As part of the Woolrich’s growth strategy to attract more a diverse target customer base, a new version of the site was developed with expanded product collections including: Woolrich WhiteJohn Rich and Bros., and Woolrich Original.  Each brand is targeted at a different demographic.  The online store now highlights that broad appeal and truly shows, there is something for everyone.

Due to the continuing shift in traffic from desktop to mobile devices,  the new site was implemented using a responsive design framework to allow a better user experience across multiple devices.  The new site was now ready to pass Google’s Mobile-Friendly Test to take advantage of the changes introduced in their search algorithm months later.

Pivotree seamlessly integrated with Woolrich’s existing IBM AS/400 system to feed product data, pricing and inventory levels to the eCommerce platform.

The physical catalog has always been an important channel for Woolrich, and continues to play a major role in their business.  A ‘Quick Order’ page was created to support ordering items by product ID, bridging the gap between traditional and digital channels.

As performance optimization is always a high priority in the delivery of eCommerce sites, a strategy to minimize database calls for faster page performance was implemented with Endeca Guided Search and Navigation to drive the entire browsing experience.

As an efficient method of serving the international market, an integration was made with Borderfree’s checkout and fulfillment service to process international orders outside of the United States, processing international clients through a separate hosted checkout page.

The new site project was delivered on time and on budget, going live in August 2014.

Since launching our new Oracle ATG Website with Pivotree, Woolrich immediately experienced a double-digit increase in web traffic and revenue. Pivotree’s willingness to listen to our concerns and suggest/implement successful projects, on schedule, has been remarkable. We give Pivotree the highest recommendation.

Randy Carlson Director – Direct to Consumer



Strategic Partners

With the new Oracle Commerce site, Woolrich is poised for accelerated online growth.  With improved merchandising tools and an engaged partner, Woolrich has improved business agility to take advantage of timely market opportunities.

The relationship between Woolrich and Pivotree does not end with the technology infrastructure.   A structured partnership was established whereby Pivotree acts as a trusted adviser to the Woolrich team, providing eCommerce strategy to achieve defined online revenue growth objectives.