Maui and Sons is one of the best-known surf and skateboard apparel brands, selling in more than 100 countries around the world. The brand, which was facing obstacles when scaling operations in Latin America, rethought their approach to technology to optimize retail operations in a high-growth region with Oracle Retail solutions delivered by Logic.

Using the Oracle Retail Merchandising Operations Management (MOM) solution suite, Maui and Sons Chile established a foundation for future growth, allowing the company to serve its mission of selling high valued brands for young lifestyle consumers more effectively across channels, including in-store and online. Maui and Sons can also better connect suppliers, inventory, and stores to ensure a streamlined operation while delivering a better service to customers.


“The professionals from Logic are retail experts, they deeply know every retail process, and they were able to apply and tailor them to our local reality.

Logic also helped us to focus our work and accomplish the project’s planned goals, by giving us detailed advice and guidance on every aspect of the project.

They were beyond what we expected, always supportive and proactively solving problems where it was possible.”

—Felipe Guerrero, CIO, Maui and Sons Chile


Challenge: Complex Supply Chain and Large Product Assortment

The Chilean-based company runs a complex supply chain that must allow for evolving product design and more than 100 worldwide suppliers who sell the Maui and Sons, Rip Curl and Volcom brands in Chile and Rip Curl and Volcom in Peru. With 30 percent of operations in wholesale and small stores across these regions, the company required detailed plans to deliver the right apparel assortment to each area, including over 10,000 combinations of sizes and colors per season.

“We have been successfully in business for nearly 40 years, but we knew it was time to invest in technology that could take us to the next level. Today, we have effectively documented, automated and organized our processes – removing a lot of the limitations to growing and scaling both our product lines and business throughout regions,” said Felipe Guerrero, chief information officer, Maui and Sons Chile. “With Oracle, we have empowered our people to continue to make a difference and accelerate customer value by placing innovation at their fingertips.”

After a competitive assessment, Maui and Sons Chile chose to modernize its approach with Oracle Retail Merchandising System and Oracle Warehouse Management Cloud. Oracle Database and Middleware solutions also support this new retail foundation.

Deep Retail Insights and Operational Agility

“Using Oracle, Maui and Sons Chile can gain deep insights into its merchandising, allowing the company to serve its mission of selling high valued brands for young lifestyle consumers more effectively across channels, including in-store and online. We can also better connect suppliers, inventory, and stores to ensure a streamlined operation while delivering stellar service to customers,” said Javier Swinburn, chief project officer, Maui and Sons Chile.

“Today, retail is compressed by several factors—the massive scale of transactions, the narrow windows to fulfill orders, and the complexity of choice and format,” said Mike Webster, senior vice president and general manager, Oracle Retail. “By transforming its operations, Maui and Sons Chile gained operational agility that allows them to respond fast in one of the most sophisticated retail markets in Latin America.”

Maui and Sons Chile completed this strategic business initiative and implemented in 11 months by partnering with Logic. Leveraging local retail expertise, cloud capabilities, and the power of the Oracle Retail Reference Library, Logic was able to quickly and effectively deploy a new leading-edge solution for Maui and Sons.