Birdrock Brands Breaks Through on Marketplaces

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 like seagrass baskets and hampers, later expanding into automotive, lawn and garden, pet and holiday goods. BirdRock Brands enters any categories where it sees an opportunity to improve the selection of existing products.

Company

BirdRock Brands

Location

Austin, Texas

Industry

Retail

EMPLOYEES

50 to 99

Number of Countries

Application Replaced

QuickBooks

NETSUITE PRODUCTS IMPLEMENTED

NetSuite ERP
NetSuite SuiteCommerce
NetSuite Advanced Customer Support
NetSuite Learning Cloud Support
NetSuite Inventory Management
NetSuite Connector

“The foundation that we’ve built in NetSuite has been designed so that when we see an opportunity, we’re ready for it rather than, ‘Oh geez, how will we do that?’” Mark Chuberka, NetSuite Administrator, BirdRock Brands

Scaling an Online Business

Amazon provides big break: BirdRock eventually entered ecommerce and saw sales pick up, especially on Amazon. Twenty or 30 wholesale orders per day suddenly turned into hundreds of smaller, direct-to-consumer orders. Online marketplaces now account for about 60% of sales, which helped BirdRock quadruple revenue and expand to three warehouses over the past five years. Today, BirdRock is one of the largest Amazon Prime merchants fulfilling its own orders.

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 This manual work became untenable as BirdRock grew, and outdated data led to overselling and limited financial reporting.

Unifying all channels: BirdRock’s warehouses must meet strict shipping speed and customer satisfaction metrics to earn the all-important Prime badge on Amazon, making automation and meticulous inventory management a necessity. The company consolidated orders from all channels in NetSuite, with its prebuilt connectors to various marketplaces. The system also tracks the status of every SKU and transaction in real time.

Expanding the catalog: BirdRock next replaced its four individual, company-run ecommerce sites with a single SuiteCommerce site, which made updating product and pricing information far more efficient. The business now plans to expand in existing product categories and add more marketplaces to its mix, leaning on the scalable processes it built in NetSuite.

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