Bring the joy back to retail.

NewStore is the only mobile POS with integrated cloud order management. Retailers like UNTUCKit and Decathlon use our platform and store associate apps to deliver end-to-end omnichannel capabilities with simplicity and ease.

*Privacy Notice: By hitting "Submit," I acknowledge receipt of the NewStore Privacy Policy.

Marine Layer Goes All-In On Omnichannel

Marine Layer is an American-made brand built around “absurdly soft” clothes. On the path to becoming a Certified B Corporation, the San Francisco-based company is sustainable, eco-friendly, and committed to making meaningful contributions to its community. These are all major drivers of the brand’s rapid growth since its founding more than a decade ago. Today, Marine Layer sells its much-loved casual apparel for all to enjoy through its website and 47 U.S. retail stores. 

Why NewStore

For a business with products known for their amazing softness, retail stores are important to the brand experience. Customers need to be able to visit physical locations to see and touch new collections as they roll out. But Marine Layer knows its customers no longer shop just in store or even just online, especially in the wake of the pandemic. They are omnichannel shoppers who expect a frictionless purchasing experience, regardless of channel. 

This is why Marine Layer chose to completely re-platform its direct-to-consumer business and go all-in on omnichannel with NewStore. By unifying digital and physical, it would be set up to support customers online or offline with speed and ease, making it possible to continue toward expansion and profitability in the coming years.

“NewStore has been a great partner. We launched the entire platform on-time across our full store fleet. We are confident it was the right investment at the right time, and know it will benefit our business and our customers.”

— Adam Lynch, COO, Marine Layer

Omnichannel Optimization

Core to Marine Layer’s mission is connecting consumers to high-quality clothes that make them feel good. In an omnichannel world, this is only possible with precise inventory. Marine Layer has been able to achieve inventory flexibility with the NewStore Omnichannel Platform, which natively combines store inventory management with POS and OMS. As the brand’s master for all store inventory functions, from cycle counting to receiving to transfers, NewStore makes ATP stock available to sell across the entire enterprise. As a result, Marine Layer is able to lean into omnichannel fulfillment as an essential means to its growth.

With NewStore, 15% of all Marine Layer ecommerce orders are shipped from a store (versus a warehouse) to the customer. This significantly reduces friction in the buying process as it gets orders to customers faster. It also allows for them to be shipped with a local touch, which is really important to this neighborhood brand. Even more, 5% of the brand’s weekly store sales are now from endless aisle orders. Store associates never have to call another store or say no to a customer with real-time inventory data at their fingertips. 

Marine Layer is all about delivering clothes and experiences that inspire a life at ease. With omnichannel now at its foundation, it can guarantee that. For customers and store associates.


  • Mobile POS
  • Omnichannel OMS
  • Endless Aisle
  • Store Fulfillment
  • Store Inventory
  • Omnichannel Insights


  • 5% of weekly store sales from endless aisle
  • 15% of web orders shipped with store fulfillment
  • Retailing from an iPhone

Share this case study

  • Twitter
  • Facebook
  • Linkedin