NICCE, London-based youth streetwear brand, accelerates growth with Dedagroup Stealth

As the company scales globally, it invests in an omnichannel approach fuelled by technology and digitalization


Trento, December 13th, 2022NICCE, the London-based streetwear and apparel brand, accelerates its growth and investment into digitalization and technology innovation, evolving within the fashion market through omnichannel capabilities. To enhance its presence across international markets, the young and dynamic brand is supported by Dedagroup Stealth, a Dedagroup S.p.A. company that has been offering software solutions for Fashion & Luxury brands for 30 years, following the transformation of the sector. 
In 2013, NICCE, based out of East London, broke into the streetwear fashion category via wholesale partners and quickly launched in e-commerce shortly after. Since then, the brand has become synonymous with youth, streetwear-fans, continually inspired by street culture and active lifestyle, and partner for several sports-inspired resellers such as JD Sports, Footlocker, Footasylum, Sun & Sands Sports, DV8, and ASOS.  The development of the company progressed quickly, experiencing double-digit growth over the past few years. In addition to opening a distribution centre on the outskirts of London, in 2021 the brand unveiled a new base in Amsterdam, opening the doors to new business opportunities around the world. With an increase in stock volume movements, the company encounters a rise in amount of data to manage and interpret. With the opening of two bricks and mortar stores in Carnaby and in Westfield Stratford City between March and November 2022, the increasing complexity from the interaction of the offline and online sales channel, identified the need to govern each step of the Fashion Supply Chain with accuracy.  

With its ecosystem of acquisitions, solutions and skills, Dedagroup Stealth – one of the very few companies in the IT sector to develop a software solution specifically for fashion brands – was able to respond promptly to the technological needs of NICCE, integrating an ERP solution within the business and enabling omnichannel sales and distribution strategies. Moving NICCE from startup to an entrepreneurial structure underlined the need to empower the governance of data and processes, in addition to reaching the brand’s international goals. Digitization, automation, and real-time view on data allowed the London company to focus more on effective growth strategies, shaping a new business scenario to more efficiently approach the market changes that have occurred over the last ten years.  

Zedonk, the London-based company acquired by Dedagroup Stealth in 2020 that provides software solutions for designers, small brands and fashion startup, supported NICCE during the early stages of development. Today, to continue in the growth path that began in 2013, the brand utilizes the ERP Stealth® GO! that offers a suite of functionalities able to manage each step of the value chain from production to distribution and sales. Meeting NICCE’s evolution and new business requirements, the solution guarantees the unique view on data and a centralized management of processes. With Stealth® Retail and Stealth® Orchestrator, the company is achieving significant results in regard to the final consumers as the solutions support NICCE’s presence on online networks like ecommerce and enable the management of physical and virtual channels in an omnichannel outlook.  

The punctual management of data and the real-time view on the processes along the Supply chain represent two key factors to gain a competitive advantage in the Fashion sector. We are proud to have played a role in the growth of Nicce both with Zedonk and Stealth® GO, welcoming the challenges of the brand and working hard to sustain the achievement of the international expansion goals of the company” points out Luca Tonello, General Manager of Dedagroup Stealth and CEO di Zedonk.   

"By collaborating with Dedagroup Stealth, we have been able to develop an omnichannel management solution for Nicce that both aids day-to-day workflows, whilst also investing in growth for the future. Their Stealth® GO!product has supported Nicce’s goals in uniting production, supply chain and retail operations under one IT platform to aid expansion. It’s been a pleasure working with the team and setting the platform live. We look forward to the future roadmap and working with Dedagroup Stealth to realise the business’ potential in data and IT", adds Mansoor Jilani, Chief Financial Officer of NICCE


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Angélia & BC-Communication
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Valeria Carusi: +39 348 1301033
Mail: dedagroup@angelia.it

Daniela Michelotti: +39 0461 997310
Mail: daniela.michelotti@dedagroup.it