In keeping with its overall digitalization, Umbro has just expanded its e-commerce operations to Italy. According to its social media manager, Marina Amoruso, Italy is a key market for Umbro. To launch this e-tail shop, the British sportswear brand established a partnership with an enterprise cloud commerce platform called Kooomo, which maintains offices in the U.K., Ireland, Italy and the U.S. and was spun off from the digital commerce agency Zerogrey in 2015.

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