Luxury goods retailer replaces email service provider Bronto with new omnichannel solution, to provide a localised experience for their global audience.

London UK, June 2022 — One of the UK’s oldest luxury retailers, Smythson of Bond Street, today announces its partnership with omnichannel customer engagement specialist Emarsys. The Emarsys platform will allow Smythson to deliver a localised experience for their global audience, including translation into nine different languages.  

Emarsys will centralise data from the brand’s customer base automating analysis and allowing for automated delivery of personalised digital marketing campaigns through every channel. Freeing up time and resources for its marketing team that will ripple out across the company, this automation will allow for Smythson to place ever-greater focus on its strategies for growth and international expansion.

The holder of two Royal Warrants, Smythson has offered high quality British craftsmanship in luxury stationery, leather goods, diaries, and fashion products for over 135 years — serving royalty, prime ministers, and celebrities. Smythson offers bespoke, personalised products to customers around the globe, and seeks to replicate that personalisation across all of their marketing communications.

The enduring popularity of the brand, along with the clear scope for growth in dynamic high-value markets such as the US, meant that Smythson was ready to move beyond its existing email service provider Bronto — embracing a total marketing solution instead. The need to create an engaging customer experience in different languages led to the move to Emarsys, which offers a multi-language feature incorporating several more language options.

Frank Sendler, Digital Marketing Manager at Smythson, said: “After an intensive three-stage selection process for choosing our new marketing solution — with ten suppliers in the field — we found that Emarsys stood in a category of its own. Emarsys is the only platform capable of delivering truly localised marketing communications, with no disparities in quality.

“Once we witnessed the multi-language capacity of the platform, and the 360-degree customer view that it provides, we were sold. We can’t wait to get fully integrated and start engaging our customers in new and exciting ways, powering our next phase of growth.”

Sara Richter, CMO at Emarsys, added: “Upgrading from an email service provider like Bronto to an omnichannel solution like Emarsys is a natural evolution. This is especially true given how consumers increasingly enjoy shopping on multiple devices, exploring new brand touchpoints while expecting a consistent level of personalisation.

“As an historic, beloved brand, Smythson understands the importance of keeping pace with customer expectations and preferences — offering 1:1 communication wherever they like to shop, driving long-lasting loyalty, no matter where they reside or what language they speak.”


About Smythson

Since 1887, when Frank Smythson opened the doors of his first store on London’s New Bond Street, Smythson has been creating pieces that capture life’s unfolding narrative. From bags and accessories to leather-bound notebooks, diaries, stationery and home accessories; every Smythson piece is crafted to be a companion to a storied life, accompanying extraordinary experiences and those beautifully ordinary moments in between.

The proud holder of two Royal Warrants, Smythson has a rather remarkable clientele both past and present, from European Royalty and the Indian Maharajas to the likes of Grace Kelly, Katharine Hepburn, Claudette Colbert and Vivien Leigh. Influential figures, leading extraordinary lives, have long recognized the unique quality of their creations.

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