Italian fashion brand Subdued expands XY Retail platform across global store network

Subdued has announced a partnership with XY Retail to support its next phase of international expansion.

By deploying the company’s cloud native Retail Operating System (Retail OS) and PoS, it says that it is unifying its physical and digital channels on a single platform.

Following a initial roll-out in Italy, Subdued is now expanding the XY platform across its global store network. The transition aims to provide a single, real-time source of truth for inventory, customer data, and operations, replacing fragmented legacy systems. 

The brand has more than 130 stores across major fashion capitals – including Paris, London, Barcelona, Amsterdam and Shanghai.

Alessandro Orsini, Co-founder and Operations Manager at Subdued, says: “XY Retail’s platform enables us to unify our operations globally and focus on what matters most, creating inspiring, trend driven experiences for our customers. XY Retail gives us the flexibility and insight to connect with our audience in fresh, meaningful ways across every store and touchpoint.” 

Susan Jeffers, CEO at XY Retail, says: “Subdued is a brand that moves at the speed of culture. Supporting that pace requires a retail OS that is powerful, flexible and invisible to the end customer. We’re proud to provide the unified foundation that will help Subdued scale its unique brand experience across new markets worldwide.” 

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.