With ERP, Century-Old Hat Shop Goorin Bros. Finds Right Omnichannel Fit

In 1895, hatter Cassel Goorin started selling hats out of a horse cart in Pittsburgh. Fast forward 127 years, and Goorin Bros. is still a thriving hat retailer now run by Cassel’s great-grandson Ben Goorin. Although much of the business’s history was as a wholesaler, today it sells through its own site, branded retail stores and major retailers. Goorin Bros. offers an unmatched selection of unique headwear, from fedoras to beanies to trucker caps.


Goorin Bros.


San Francisco, Calif.


Apparel, Footwear And Accessories


50 to 99

Number of Subsidiaries


Application Replaced



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“NetSuite cuts down our costs. People can work remotely and it supports integrations we need for our omnichannel initiatives and to stay competitive.” Aaron Wyse, Controller, Goorin Bros.

Meeting Modern Retail Demands

Jumping into stores, ecommerce
Goorin Bros. started building its direct-to-consumer business in the 2000s when Ben took over the company from his father and started opening retail stores (there are 10 today). The brand continued to diversify by investing in ecommerce in the 2010s, and has recently seen much success with its Animal Farm line.
Too many accessories
As the company expanded into these new channels, its business grew more complex. It added new applications to support that evolution—ecommerce, point of sale, tax automation—but each required custom integrations with Goorin Bros.’ aging ERP system. Hard-to-find developers with knowledge of the system built and maintained those integrations.
A system that suits
Goorin Bros. decided to go all-in with the cloud in 2019, seeking an ERP vendor with ample support and development resources. NetSuite offered a rich ecosystem and prebuilt, vendor-managed integrations to its point-of-sale and B2C and B2B ecommerce systems. Unified financial and inventory management also helped Goorin Bros. sell through old inventory faster, allocate stock based on profitability and increase automation.
Expanding beyond hats
Growing the Animal Farm brand, which offers apparel and backpacks in addition to headwear, through both direct and wholesale channels is a key priority for Goorin Bros. It’s also investing in data analytics to track metrics and department-specific goals that will drive business growth.


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