BirdRock Brands Soars in Multiple Marketplaces With ERP

After working at a large products manufacturer, Adam Waxman wanted to try his hand at product development. He worked with a contract manufacturer to create a lap desk and convinced Costco and Sam’s Club to sell it—the start of what would become BirdRock Brands. The company added other home products including seagrass baskets and hampers, later expanding into automotive, lawn and garden, pet, and holiday goods.


Company

BirdRock Brands

Location

Austin, Texas

Industry

Retail
Wholesale Distribution

Annual Revenue

$50 million

EMPLOYEES

50 to 99

Number of Countries

2

Application Replaced

Microsoft Office
QuickBooks

Other Solutions Considered

Xero
Magento

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“A lot of people get to the end of the year and realise, ‘Oh, that advertising cost killed us.’ So we're like, ‘No, we want that real time.’ We can see those up-and-down trends now so fast with NetSuite Analytics Warehouse.” Mark Chuberka, NetSuite Administrator, BirdRock Brands

Scaling an Online Business

Amazon provides big break
BirdRock moved into ecommerce and eventually broke through on Amazon. The company went from shipping 20 or 30 wholesale orders per day to suddenly handling hundreds of smaller, direct-to-consumer orders. Online marketplaces now account for about 60% of sales, which helped BirdRock double revenue and expand to three warehouses. Today, BirdRock is one of the largest Amazon Prime merchants fulfilling its own orders.
Inventory stuck on spreadsheets
Previously, employees manually updated inventory counts in spreadsheets as they filled orders and new stock arrived. Meanwhile, accounting had to download sales reports from BirdRock’s various ecommerce partners, then organise and upload the data into QuickBooks. This manual work became untenable as BirdRock grew. Outdated data led to overselling goods it didn’t have, and it limited financial reporting.
Unifying all channels
BirdRock’s warehouses must meet strict shipping, delivery, and customer satisfaction metrics to earn the all-important Prime badge on Amazon, making automation and meticulous inventory management a necessity. The company consolidates orders from all channels in NetSuite via its prebuilt connectors to various marketplaces, tracking the status of orders and inventory in real time.
Uncovering true profit margins
Looking for deeper sales insights and data visualisations, BirdRock added NetSuite Analytics Warehouse(opens in new tab). The analytics tool pulls in Amason advertising costs so the company can more accurately calculate product profit margins. The tool also helps analysts project future deliveries by location so the business can better manage warehouse space.

Read more about BirdRock Brands’ success with NetSuite(opens in new tab).


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