Hibbett, a retailer specialising in athletic-inspired fashion, has renewed its contract with Digital Wave Technology for the latter’s Product Experience Management (PXM) solution.

The renewed agreement is part of Hibbett’s aim to scale product content, optimise internal processes and improve the digital shopping experience.

Headquartered in Birmingham in the US state of Alabama, Hibbett operates more than 1,000 speciality stores across 36 US states.

Hibbett chief information officer Bill Quinn stated: “As Hibbett grows, we need partners who can help us scale with speed and precision.

“Digital Wave’s PXM has been instrumental in improving content accuracy, team alignment and time to market. We’re excited to continue our partnership and keep building on that success.”

The PXM solution will support Hibbett in driving efficiency across the product lifecycle by streamlining product data workflows, enabling faster execution and allowing teams to focus on higher-value tasks.

The solution will aid Hibbett in expanding its product assortment by onboarding new products and categories more quickly to meet evolving customer demand and support growth, contributing to smarter inventory management and an enhanced customer experience.

Digital Wave Technology CEO Lori Schafer stated: “At a time when customer expectations are higher than ever, Hibbett is meeting the moment with clarity, agility and ambition.

“We’re proud to extend our partnership and continue supporting their growth with a product experience solution that delivers speed, scale and real business outcomes.”

Digital Wave Technology offers AI-native enterprise solutions to the retail, consumer goods and healthcare segments.