The partnership allows Authentic to leverage Cart.com’s advanced ecommerce capabilities and national fulfilment network as it focuses on growing its brand portfolio. Credit: Shutterstock.

The partnership will mean Cart.com can provide Authentic’s fashion brands, which include Forever 21, Hunter, Lucky Brand and Juicy Couture, with scalable omnichannel customer support.

It will also enable merchant-of-record services to provided for portions of the marketing platform’s ecommerce business.

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“The partnership is a significant opportunity to use our technology and operational expertise to support Authentic’s momentum and deliver growth and value,” said Omair Tariq, founder and CEO of Cart.com.

As a merchant of record Cart.com will manage the complexity of online payments, sales tax, chargeback and fraud prevention services to simplify payment infrastructure for Authentic’s brands. Cart.com currently processes over $8bn in gross merchandise value annually.

Cart.com has 14 omnichannel fulfilment centres across the US and offers a suite of unified commerce solutions, including customer engagement tools, payment processing, logistics and more that enable brands to sell seamlessly across channels.

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The company said its customer support capabilities span inbound/outbound sales, live chat, email, text and social media for creating seamless shopping experiences.

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Adam Kronengold, chief digital officer at Authentic said: “Cart.com’s platform and ability to scale quickly to meet the evolving needs of brands competing in a complex ecommerce environment make them an ideal partner as we continue to find ways to grow and innovate.”

Authentic’s purchase of US sportswear brand Champion from Hanesbrands to expand its presence in the sports market was expected to put the “ailing brand” in “good stead,” an industry expert told Just Style earlier this month.