Moon Boot taps ESW for international eCommerce push

Moon Boot has chosen ESW to support its international eCommerce expansion, covering the United States, the United Kingdom, France, Germany, Italy, Canada and Spain.

The deal forms part of a broader overhaul of Moon Boot's online retail operations as the brand expands its direct-to-consumer reach across several countries. ESW will provide fulfilment, shipping, returns, localisation, Merchant of Record services and B2B2C operations.

Moon Boot is part of Tecnica Group, the Italian winter sports and outdoor equipment business whose portfolio also includes Rollerblade, Tecnica, Nordica, Blizzard and Lowa. Under the new arrangement, ESW will combine eCommerce operations with logistics support for international sales, allowing Moon Boot to sell abroad without setting up local legal entities.

The move also coincides with a change in eCommerce platform. Moon Boot is shifting from Salesforce Commerce to Shopify, with Arsenalia acting as systems integrator and leading the replatforming project alongside Tecnica Group and ESW.

The integration is intended to connect the new Shopify setup with ESW's cross-border eCommerce, fulfilment and logistics systems. The structure is designed to support in-market sales while managing shipping and returns through a single operating model.

International rollout

Moon Boot can now serve customers in more than 190 countries and territories, ensuring truly global coverage.

The arrangement reflects a broader push by consumer brands to simplify cross-border online sales as they seek more direct relationships with customers outside their home markets. For brands operating across multiple countries, merchant, payments, tax, fulfilment and returns processes can be difficult to manage through separate local systems.

Andrea Antonioli, Ecommerce Strategy & Operations Manager at Moon Boot, outlined the company's rationale for the move.

"As we expand our international eCommerce operations, we need a model that can support the complexity of serving customers across different markets. ESW brings together the fulfilment, logistics and cross-border capabilities we need within one solution, while giving us the flexibility we need as the business grows. We are excited to get the partnership underway," Antonioli said.

ESW said Moon Boot already serves customers across several major markets. Its Head of Sales, Southern Europe, said the aim is to reduce the operational burden as Tecnica Group develops its eCommerce structure.

"Moon Boot already has a highly international customer base and clear demand across key global markets. As Tecnica Group evolves its eCommerce operations, we're bringing fulfilment, logistics and cross-border commerce together to help Moon Boot manage that international demand without adding complexity for its internal teams. It's about making it easier to serve customers across markets and giving the business room to grow its direct-to-consumer operations over time," Ronchi said.

The partnership could extend beyond Moon Boot. ESW said it plans to widen the relationship to other Tecnica Group brands, suggesting the project could serve as a template for broader eCommerce changes across the group.

Tecnica Group has built its business around winter sports equipment and footwear, with brands spanning ski boots, skis, hiking boots, inline skates and fashion-led winter footwear. For Moon Boot, the change brings logistics, fulfilment and cross-border sales under one provider as it looks to manage online demand across multiple international markets.