Samsoe Samsoe - Alpha Solutions

Samsøe Samsøe was preparing for international growth with a Salesforce Customer 360 solution that gives a unique and complete customer perspective. Enabling Samsøe Samsøe to give their customers a terrific and cohesive experience all the way from ordering to delivery.

The Danish fashion brand is recognized for their timeless and sophisticated fashion ranges that stems from Danish design traditions, adding the newest trends with a minimalistic touch to the Scandinavian style. Samsøe Samsøe is a frontrunner in the Danish fashion world. Therefore, they naturally wanted the strongest e-commerce foundation, and the best exploitation of the company’s product range in all sales channels with an international perspective in mind. They wished to optimize their webshops on new platforms that would enable international growth without needing to open physical stores. Furthermore, they wanted to gain better customer insights and make use of AI to personalize the shopping experience for every single customer.


Samsøe Samsøe came to Alpha Solutions with the ambition of becoming a world-wide fashion house. So they knew it was necessary to build the right e-commerce foundation from the start in order to grow in the right environment.

Alpha Solutions was the right partner for Samsøe Samsøe because of the local presence with a professional team of business and solution architects, developers, and sounding boards, who can show technological understanding and business insights in the e-commerce processes of Samsøe Samsøe. At last, it was of great importance that Alpha Solutions has a long track record with Salesforce Commerce Cloud.

Together, Samsøe Samsøe and Alpha Solutions was on an impressive journey where the fashion house led the way by transforming and optimizing their B2C online sales with international growth on Salesforce Customer 360. The platform gives a truly unique and complete customer insight with an outstanding customer experience with a cross-channel solution that connects Commerce Cloud, Service Cloud and Marketing Cloud.


Samsøe Samsøe needed to build more webshops. First and foremost, to the main brand, Samsøe Samsøe, thereafter to the sister company, Envii, and later in the process for their third brand, Devier. All online stores were built on a Salesforce Commerce Cloud platform with an integrated Sitecore CMS to ease the content editing and to strength the content marketing aspect of the business. A Salesforce OMS and inriver PIM was also integrated to the system.

The unique 360 solution comes with the implementation of Commerce Cloud, Service Cloud (customer service) and Marketing Cloud (email automation). The last two platforms are optimizing the post-buying-experience. At Samsøe Samsøe’s Danish website, a true omnichannel shopping universe was integrated for Samsøe Samsøe’s stores and all extern brands.

Samsøe Samsøe Logo
Samsoe Samsoe Website Screenshot


Samsøe Samsøe started in 1993, when the brothers, Klaus and Preben Samsøe, opened a little store in their own name in the latin quarter of Copenhagen. In 2000, Peter Saxtus and Per-Ulrik Andersen acquired the trademark and transformed it into an international fashion brand with focus on modern clothing, footwear and accessories for men and women.

Samsøe Samsøe, who has roots in the Scandinavian culture heritage, is defined by an aesthetic style that combines the utilitarian energy in Copenhagen streetstyle with a characteristic Scandinavian spirit. The collections break with the contemporary trends and draw on Denmark’s recognized design tradition. This results in a minimalistic, not too expensive and accessible style with a clear Nordic look.

The platforms were set up in order to ease the launch of new brands as the company growths.

In doing so, Samsøe Samsøe was on track to complete the vision of a 360 solution that would give them a holistic overview of each and every customer in all channels. They know everything about their customers in a single view, e.g. which emails they have read, how much they have bought online, what they are searching for on Google and how they have communicated with customer service. In return, their customers are awarded with a unique buying experience.

A 360 solution is without a doubt a dream scenario for every business running e-commerce. Therefore, it's something that has been discussed in the digital marketing industry for the last 10-20 years. There have been several attempts to go this far, but Alpha Solutions and Salesforce was the first bet on someone who possibly could succeed with a complete solution.

If one’s focus is business to consumer (B2C), the combination of Marketing Cloud, Service Cloud and Commerce Cloud is a really strong tool, as it makes the digital business capable of connecting order, delivery, service and communication strongly together. Not many have a complete 360-view of the customers yet, which makes Samsøe Samsøe a unique digital innovator, on track to complete that vision.

Samsøe Samsøe started their Salesforce Customer 360 journey with a B2C mindset, where Commerce Cloud was the first implementation in the solution. They have completed all the B2C aspects of the Customer 360 and are now moving even closer to completing the 360 insight by also integrating B2B (clothing collections to extern retailers) with Sales Cloud.

Samsøe Samsøe is a great and living example of how a company can support its digital strategy by utilizing the Salesforce platforms. 

Klaus Petersen


Global CTO