Fashion ecommerce bedrijf Sam Friday kiest NextChapter voor de webshop

New webshop for Amsterdam fashion brand Sam Friday to grow internationally

NextChapter eCommerce -

Sam Friday is a fast growing Amsterdam fashion brand with serious growth ambitions. Partly aimed at international expansion, the quality and presentation of their webshop is of great importance. Meanwhile, the brand and appearance are sacred. So when Sam Friday wanted a new website at the beginning of 2022, we focused on design, conversion and international growth.

Sam Friday was founded in 2010 by two entrepreneurs. It's a brand in intimate apparel: lingerie, underwear and swimwear. With the brand they represent "something fresh and young" in terms of design in the lingerie market, and also offer all clothing as mix-and-match items. The first Sam Friday store started in Amsterdam, but they have now grown towards 4 brand stores at A1 locations in major cities in the Netherlands, a point of sales in the Bijenkorf and a powerful omnichannel webshop via the NextChapter eCommerce platform. And Sam Friday is about to take the next steps abroad.

Webshop redesign with fashion focused features

Sam Friday has been a customer of NextChapter eCommerce for over 10 years and entered a new phase in February 2022. A great moment for us to reflect on our partnership and this inspiring Amsterdam fashion brand.

The new frontend of the webshop has gone live with a focus on fashion and on achieving conversions. Sam Friday pays a lot of attention to beautiful photography and the perfect appearance, of course this had to stand out in the new design of the website, so that it quickly gives site visitors and customers the full experience of the products.

The product pages have larger images, show autoplay product videos and a link has been made on the homepage with Instagram Shopping. The frontend is of course fully responsive and the webshop benefits from the best performance techniques, as it runs on the NextChapter SaaS core. This is continuously being developed for all our customers.

One platform for online, retail and international

An important addition to the new shop is the functionality of “show the store stock”. This allows consumers to see exactly in which store the product of their preference can be viewed and tried on. The ultimate means of attracting an extra audience to the brick-and-mortar stores. The models are shown by type, color and size. A clear example of 'omnichannel excellence' because customers have the same products at their disposal both online and offline.

The new stock warning helps to emphasize urgency per product variant. When certain items or sizes threaten to sell out, this is emphasized and website visitors see very clearly if only a few items are still available.

The online orders are delivered from a central distribution center. Technically, this is an additional inventory location in the e-commerce environment. A standard functionality in the NextChapter Platform. With its multiple stores, an online shop, a central distribution center and international online sales channels, the Sam Friday case is an excellent omnichannel example for many other retailers. And because the NextChapter eCommerce platform is a cloud-based SaaS solution, such a market approach is available to all of our customers.

Rock-solid combination of systems

Sam Friday has been using the Vendit checkout system since the beginning. The reason for this at the time was that they did not have to purchase a separate ERP system. The NextChapter Platform is integrated, among other systems, with this cash register system, which quickly realizes flawless integration. Store managers can monitor the turnover that is being generated, and which products are selling well or not. Based on this, they can then indicate what stock should be available.

Unlimited growth ambitions

Sam Friday is its own and personal brand, but has big ideas and an international vision. The brand continues to grow every year, especially online, taking the steps that come with their business, where NextChapter eCommerce supports them in all e-commerce facets.

In addition to the fact that Sam Friday continues to grow and continues to strengthen its brand in the Netherlands, by adding the right functionalities such as "show store stock", Sam Friday will increasingly sell internationally. The webshop is already multilingual - Dutch, German and English - and Instagram Shopping is being used as an additional sales channel for all these languages. And more countries will follow soon, as we can easily add new channels for them.


  • International e-commerce growth strategy

  • Conversion-oriented fashion design webshop

  • Extensive product photos & videos

  • Show store stock as a trigger for additional store visits

  • Link with cash register system and other systems

  • Link with Instagram Shopping

  • Continuous growth path, international shops and ambitions

Check: or one of our other customer cases for more e-commerce growth ideas.

Would you like to know more about your own growth opportinuties with NextChapter eCommerce? Schedule an online advice session or free demo.

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