Sam FridayGrowing from day one with the multiˣ suite
Case summary
About Sam Friday
Sam Friday is a fast-growing Amsterdam-based fashion brand founded in 2010 by two young entrepreneurs. The brand focuses on lingerie, underwear, loungewear, and swimwear for a broad audience. Its mix-and-match collections, fresh look and feel, and strong brand identity make Sam Friday especially popular with a young, fashion-forward demographic.
With four brand stores in the Netherlands, a presence at De Bijenkorf, and a rapidly growing online business, the brand now has its sights set on international expansion.
“NextChapter has been a reliable partner for over ten years, both technically and organizationally. The platform is clear and manageable, with enough depth where needed.”
Maarten Uttien, co-founder Sam Friday
Ambitions and challenges
As an omnichannel brand, Sam Friday wanted full control over brand experience and customer data from the start. The platform needed to support both physical stores and the webshop, while being scalable to support future growth.
Sam Friday was looking for a solution that could start small but scale with the brand. Product data is managed through the POS system, while webshop inventory is handled from a single central location. However, customers should still be able to view in-store availability online, which is a crucial part of the omnichannel experience.
In addition, the platform had to be flexible enough to integrate easily with third-party tools and systems to ensure future readiness
What Sam Friday needed
For an ambitious and growing brand like Sam Friday, a solid digital infrastructure was essential. The organization needed a scalable and reliable solution that would bring all online processes, from product management and content creation to order fulfillment, together in a single, easy-to-manage platform that could grow with the brand.
As an omnichannel player with both a webshop and physical stores, Sam Friday required seamless integration between its online and offline channels. Product data had to be imported from the POS, inventory managed centrally, and store inventory visible online but not directly purchasable, requiring a smart, flexible platform.
User experience was another key focus. The webshop needed to be future-proof, with strong UX and responsive design to ensure a smooth and intuitive experience across all devices. Moreover, Sam Friday wanted the freedom to connect external tools easily to adapt quickly to growth, international ambitions, and changing market dynamics.
Finally, the team wasn't just looking for software, but a true partner. Direct communication and personal contact were essential. They needed a technology partner who could keep up with their growth and contribute proactively. In NextChapter, they found exactly that, a partnership that has lasted more than ten years.
What NextChapter achieved for Sam Friday
NextChapter eCommerce provided a complete solution that matched Sam Friday’s goals and ambitions
Webshop design
The visual identity of Sam Friday plays a key role in the customer experience. That’s why the webshop was designed to inspire, engage and convert across all devices.
Large product images: For rich and inspiring product presentation
Product videos: Autoplay integration, embedded directly within the image gallery
Instagram Shopping: Featured prominently on the homepage, turning social media into a direct sales channel
Responsive design: Seamless shopping experience on desktop, tablet and mobile
Omnichannel features
A part of Sam Friday’s strength lies in its online and offline integration. NextChapter is equipped with smart omnichannel features to connect these touchpoints for a consistent brand experience.
Store locator: showing a map and list with all store locations
Store inventory display: Customers can see in-store availability directly on the webshop. This stock is visible but not purchasable online
Stock alerts: Customers receive notifications when items are running low, creating urgency and boosting conversion
Technical integrations
Behind the scenes, Sam Friday needed a stable and scalable infrastructure. The NextChapter platform integrates seamlessly with existing systems to streamline operations and maintain flexibility.
Central fulfillment: Online orders are processed from one location, maximizing efficiency
POS integration (Vendit): Real-time sync between webshop and point-of-sale system for up-to-date product data, inventory and sales insights
The final result
Since day one, Sam Friday has operated entirely on NextChapter. Over the years, the team has reviewed alternative platforms, but always concluded that NextChapter was the best fit.
The webshop has run smoothly for years, with high customer satisfaction and room for further development. Thanks to the platform’s scalability, growth is never held back by technical limitations Adding new countries, campaigns, or tools is easy and efficient.
What started as a choice for a single solution has evolved into a long-term partnership. The Sam Friday team feels heard and supported and values the balance between innovation and control.
Maarten Uttien, Co-founder, Sam Friday: “NextChapter has been a reliable partner for over ten years, both technically and organizationally. The platform remains manageable, yet offers the depth we need. We feel taken seriously and look forward to growing further together.”
What does the future hold?
Sam Friday has set a clear goal for the coming years: doubling revenue through more than 25 percent annual growth. Part of that growth will come from expanding wholesale and physical retail, but the greatest potential lies in online sales through their own webshop.
The brand is intentionally cautious about distributing via large marketplaces, instead placing its trust in the potential of its self-owned channels, in the Netherlands, Belgium, Germany, and beyond.
View the webshop at: www.samfriday.nl
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