Embry China

Salesforce helps us provide a unified online experience for customers shopping across all eight of our brands.”

Junsong Dai | Head of eCommerce, Embry China


increase in GMV during COVID-19


Embry delivers customers a seamless shopping experience across multiple brands

Founded in 1975, Embry is a popular women’s lingerie brand owner and retailer in Asia. The company is dedicated to women’s health and sustainability and it was one of the first in China to introduce eco-friendly lingerie. Today, Embry's retail business extends to more than 1,900 retail outlets in 300 cities and it is using Salesforce to provide shoppers with new experiences online.

“In this era of technology, we’re focused on how we can deliver more value and get closer to our customers. Salesforce supports us by helping us provide a unified online experience for customers shopping across all eight of our brands,” said Junsong Dai, Head of eCommerce at Embry.

This site is powered by Commerce Cloud and provides Embry with a platform to engage with its customers directly and serve up branded content. It’s also helped Embry continue to engage and support shoppers during COVID-19.

Increasing online presence

Embry has traditionally sold lingerie through its own retail stores, department stores, and online marketplaces. However, as the company deepened its focus on omnichannel, it wanted its own site where it could control merchandising, branding, and the overall experience.

Building the site on Commerce Cloud has allowed for a seamless experience where customers can transact across all of Embry’s brands using the same account. It has also provided Embry with a number of out of the box features to enhance the retail experience. This includes easy to use tools to set up campaigns and promotions.

200x increase in gross merchandise value

As COVID-19 led stores across China to close, Embry made use of these out of the box features to pivot and launched a campaign to drive more shoppers online. The campaign was a huge success, leading to a 30x spike in traffic and 200x increase in gross merchandise value in February alone. Site performance and stability remained constant through this time, giving Embry confidence to launch similar campaigns in the future.

“Knowing that the site can handle hundreds and thousands more visitors, we look forward to running subsequent campaigns and seeing the growth that it brings,” said Siwei Wang, eCommerce Manager at Embry.

The company’s success has been supported by Salesforce partner D1M, and Lillian Xiong, Principal Success Manager for Salesforce Commerce Cloud. Xiong said, “It’s rewarding to see the growth of Embry’s online business, after helping them to leverage the flexibility of Commerce Cloud. I am excited to see what they accomplish next.”


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