How Shaping New Tomorrow improved efficiency through automation

Learn more about Shaping New Tomorrow:

Shaping New Tomorrow is a Danish apparel brand that blends sharp Scandinavian style with innovative comfort, offering versatile clothing that fits both work and everyday life.

The brand was founded in 2015 by three childhood friends who faced a common problem: why couldn’t pants be both stylish and comfortable? They were determined to find a solution. They launched their product line with a successful Kickstarter campaign and have since grown the brand to include a wide variety of stylish apparel for both men and women. Shaping New Tomorrow sells their apparel worldwide through a successful ecommerce business, and attributes their growth to a relentless focus on comfort-driven innovation — they’re always improving fabrics, fit, and functionality to elevate the customer’s daily wear.

The Challenge: Streamlining international returns

Shaping New Tomorrow is based in Denmark, but a lot of their sales are international: They have stores in Denmark, Sweden, and Germany, and ship internationally throughout the EU, as well as to the UK and other regions.

Although the brand offered a generous returns policy to ensure every shopper gets the right fit, their returns process through Happy Returns was highly manual, and didn’t make it easy for shoppers to accomplish their goals.

For example, “our previous solution couldn’t clearly distinguish whether a case was initiated as a return or an exchange, which made it harder to retain revenue and route items correctly,” says Juraj Tomko, Logistics Specialist at Shaping New Tomorrow.

Shaping New Tomorrow also faced challenges processing non-EU returns, which had to be handled completely outside of the brand’s main system. That resulted in fragmented processes, higher operational effort, and a lack of visibility — both for customers and internal teams.

Streamlining the customer experience for both EU and non-EU customers was a high priority for the brand — so they began exploring their options for an all-in-one operational platform that enabled them to manage all of their regions and facilitate seamless exchanges. Loop was the clear winner.

The impact: A streamlined CX for global returns

Since onboarding with Loop in April 2025, Shaping New Tomorrow has been able to build a superior experience for both their global customers and their internal team.

“Loop enables us to manage EU and Non-EU returns within a single platform,” says Tomko. “This is a significant upgrade for us as an international brand, allowing us to scale globally with unified workflows, consistent customer experience, and improved control over compliance and logistics across borders.”

Integrations deliver enhanced visibility on global returns

Since transitioning to Loop, Shaping New Tomorrow has been able to consolidate its returns management into one centralized portal that handles returns for both EU and non-EU customers, delivering unmatched visibility for the merchant.

And by deploying an integration with their logistics partner Bleckmann, Shaping New Tomorrow is able to generate return labels from Bleckmann and streamline warehouse communication and return handling.

“We’re extremely satisfied with how this integration was delivered,” says Tomko. “The individual who led the project did an exceptional job and is now part of the Loop team full-time, which speaks to the quality of their expertise.”

Integrations

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Workflows streamline returns management

Loop’s Workflows tool enables the brand to set up and enforce customized returns policies based on country, item category, or other conditions — reducing the burden on their customer support team around returns approvals.

“We run seven workflows on our main channels and five on Norway/international, providing stronger control and efficiency across return processes,” says Tomko.

Most recently, they’ve set up a Workflow that enables the brand to process returns for items that have been purchased in a physical store. “Previously, these were handled through our 3PL’s portal. Now, all returns are consolidated in Loop, improving visibility and consistency.”

Using Workflows also allows the brand to be more proactive with handling return exceptions. They’re now able to identify specific criteria in their 3PL data that will trigger a manual review – helping them curb returns abuse and stop attempted fraud before it impacts their bottom line.

Workflows

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Proactive fraud detection protects profits

Prior to using Loop, Shaping New Tomorrow couldn’t do anything about returns abuse or fraud until after it had happened. On Happy Returns’ platform, they could blacklist a customer who’d engaged in fraud or abuse – but it didn’t help them recover their lost revenue.

Loop empowers the brand to stop fraud and abuse in its tracks with a system of checks and balances. Now, high-risk orders are automatically flagged in Loop and moved into manual review, rather than being automatically approved as they were previously. “A refund is only issued once Customer Service verifies the case, ensuring we prevent losses while still treating genuine customers fairly,” says Tomko.

Loop’s Fraud Model, powered by Loop Intelligence, monitors returns data in real-time for signals of potential fraud, reducing manual time spent reviewing data while catching more fraud up front: The algorithm correctly detects $0.87 of every dollar of confirmed fraud.

Fraud Solutions

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The results: Enhanced operations and visibility to foster global growth

As Shaping New Tomorrow continues its global expansion journey, they know having Loop at their side will help them grow faster and more efficiently. Loop’s tools can help them deliver superior customer experiences to their global customer base, with faster returns management, streamlined exchanges, and enhanced fraud controls.

“Loop gives us a scalable foundation for growth,” says Tomko. “As we expand channels and markets, Loop’s automation, fraud controls, and integrations will help us maintain operational consistency without adding unnecessary complexity. With a continued focus on the EU including carriers, logistics, and compliance, Loop positions us to deliver a faster, more transparent post-purchase experience that meets customer expectations today and in the future.”

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