Animal | Customer Case Study | Indigo Software


"Since the implementation of Indigo’s WMS, Animal experienced a major increase in warehouse efficiency resulting in a remarkably quick return on investment. Each of our resources has become more cost effective enabling Animal to enjoy sustained benefits and significant improvements."
James Runciman, DC Operations Manager

  • Animal Logo
  • Animal

Animal was conceived back in 1987 by two surfers who were really fed up with continuously losing their watches in the water due to the straps breaking under extreme conditions. They came up with a solution in the form of a webbing hook and loop watch strap that seemed to put an end to their problems.

Setting up 'production' in a back bedroom at one of their mother’s houses, they began to make small quantities of straps and sell them to their surfing friends. The money raised paid for surf trips to far flung spots in Oz and Hawaii where the pair sold more straps to fund their storm chasing escapades.

The simplicity and rugged nature of the strap made it suitable for crossing over into other action sports such as windsurfing, snowboarding, skateboarding, and mountain biking. First and foremost a functional performance product, the strap became a success and Animal was born. Before long, Animal started to make sports watches. Aimed at freesports enthusiasts, they were water-resistant, functional and looked great on the wrist. These watches enjoyed phenomenal success and are now a household name.

Animal is a UK action sports lifestyle brand, boasting an extensive team of riders in each of its core sports. These are Surfing, BMX, Ski-ing, Skateboarding, Mountain biking and Snowboarding. Our 'rider-refined' program means all products get tried, tested and tweaked by the Animal pro team for real rider performance. Animal’s range has now grown to include action sports inspired clothing, watches, wetsuits, technical outerwear, eyewear, footwear, luggage and accessories.