Emerald Holding, organizer of the Outdoor Retailer (OR) and Surf Expo trade shows, among others, today announced the launch of the new Digital Market technology platform from its Elastic Suite division. Emerald had acquired PlumRiver, the international provider of the Elastic Suite software solution, in January. The technology enables retailers to interact with buyers in the digital space by integrating the software with brands’ ERP systems to manage orders, real-time inventory and product merchandising. The B2B solution has already been adopted by several companies in the sporting goods industry, including The North Face, Patagonia, K2, Rip Curl, Active Brands, Volcom, Shimano, Scott Sports, New Balance, Boardriders, Puma, Reebok/CCM, O’Neill, Burton and Vans.

Digital Market is built on Elastic Suite and is designed to be easily deployed by brands and retailers of all sizes and in all market segments. The digital platform now enables Emerald’s brands and retailers to collaborate on product sourcing and ordering 365 days a year, the company said. Emerald also announced that the B2B platform will provide a streamlined and collaborative buyer/supplier experience at its in-person events such as OR. Elastic Suite and Digital Market are fully integrated and share the same core technology, data systems and customer support resources. The result, according to Emerald, is a streamlined digital wholesale merchandising and buying process for retailers through a single platform for all brands. “For the first time, retailers can seamlessly connect with all global brands using Elastic Suite in one place,” the company said.