Pine Labs extends technology partnership with Woolworths Group

Pine Labs has extended its technology partnership with Woolworths Group to enhance the retailer’s gift card ecosystem. The collaboration is facilitated through Qwikcilver, a subsidiary of Pine Labs that provides commerce technology infrastructure.

The partnership focuses on strengthening platform capabilities and supporting the modernization of gift card infrastructure. Using an API-led and modular architecture, the platform manages the full lifecycle of gift card products, including issuance, processing, and omnichannel transaction management. This integration aims to support evolving digital and stored-value use cases across both physical and digital channels.

Amrish Rau, CEO of Pine Labs, stated that the extended partnership builds on a five-year relationship intended to provide a long-term foundation for gift card experiences as they become increasingly integrated and digital.