January 7, 2014

Avaya IP Office has helped to enable FitFlop to grow, from its early days as a startup business with six employees, to a $140-million business with 200 employees operating across three continents, selling products in 52 regions.

FitFlop is a fast-growing UK-based shoe company.  It opened for business in 2007, with a staff of six employees.  In 2009, the company recognized the need for an upgraded communications platform to support its growing business. FitFlop chose Avaya IP Office.

“The Avaya solution solved key challenges for us, due to the modularity of the design and the fact that we could build on previous investments with additional functionality as we went on.”- Simon O’Sullivan, IT Director, FitFlop Ltd.

Since then, the scalability and functionality of IP Office has supported FitFlop’s unexpected exponential growth every step of the way.  FitFlop’s seven locations have interlinked IP Office systems, allowing traveling executives to use Avaya ‘one number’ capabilities, with a single voicemail account, to be in easy reach.

Using the presence capabilities of IP Office, a centralized FitFlop receptionist taking calls can see, at a glance, location and presence status of executives who may be in the building, at home, or at another site.  Links between locations allow calls from mobile workers to be routed across FitFlop’s network, eliminating roaming and toll charges FitFlop would otherwise incur.

In 2009, FitFlop embraced ecommerce as part of its business.  As part of that strategic move, contact center functionality was needed.  “We were able to add call center functionality in 2009, when we launched our digital business,” says IT Director Simon O’Sullivan.  “That hadn’t been a requirement until that point, and wasn’t a requirement we’d identified in 2007.” With the Avaya platform, FitFlop was able to turn up that capability using the existing the IP Office infrastructure.

Costs are managed using centralized management capabilities.  IP Office installations at sites in Los Angeles, Luxembourg, and New York City are all administered and centrally controlled from London.


• Support a rapidly growing business
• Avoid redundant investments in technology
• Enable a flexible work force

• Avaya IP Office
– Power User Solution
– Receptionist Solution
• Avaya IP Office Customer Call Center (CCR) Reporter
Value Created
• High quality customer service
• 15% reduction in long distance charges
• Flexible work force
• Zero redundant investment
• Zero-cost dial back
• Reduce roaming charges for mobile phones
• Business continuity

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