Deliciously Ella Grows From Humble Beginnings Toward International Force in Plant-Based Foods

Deliciously Ella started in an unassuming fashion: as a recipe website. After being diagnosed at 19 with a condition that affects the autonomic nervous system and finding medications ineffective, founder Ella Mills began exploring how a plant-based diet and wellness lifestyle may be able help. She started deliciouslyella.com to share the recipes she was developing and the positive impact her dietary and lifestyle changes were having. The website accumulated more than 130 million hits in the next few years and was followed by a No. 1 wellness app, a series of best-selling cookbooks, a central London restaurant and a successful food products business.


Deliciously Ella logo

Company

Deliciously Ella

Location

London

Industry

Food Manufacturing

EMPLOYEES

25-100

OTHER SOLUTIONS CONSIDERED

SAP, Microsoft Dynamics

SYSTEMS REPLACED

Xero, Excel


“NetSuite is going to grow with the business brilliantly. The bigger we get, the more we draw on NetSuite’s capabilities to deliver top-quality, accurate and timely reporting.” Sally Tuhami, Finance Director, Deliciously Ella

Charting an International Growth Path

Taking on complexity
Deliciously Ella has grown rapidly over the past 10 years, and the complexity of running the business has grown with it. Since launching its first food product, the Cacao & Almond Energy Ball, Deliciously Ella's product portfolio has grown to over 50 SKUs, with more on the way.
Expansion highlights needs
As Deliciously Ella started selling into European countries beyond the U.K., the team discovered its financial system, Xero, couldn't accommodate all aspects of international growth. The system couldn’t natively consolidate financial statements from various markets with different currencies. It didn't provide the necessary type of insight into stock status, nor allow meaningful forecasting or auditing. It also didn’t easily facilitate group VAT reporting.
Wanted: growth-friendly capabilities
Deliciously Ella wanted a system that would fuel its international expansion, not hinder it. With NetSuite, it can blend retail and ecommerce sales in its reporting, integrate with customer systems, view automatically-generated and up-to-date stock data, generate invoices in hours vs. days, and, most recently, build a forecasting model.
More sophistication to come
Having recently opened ‘Plants by de,’ a full-service restaurant designed to showcase how delicious and abundant plant-based food can be, Deliciously Ella has specific plans for NetSuite, namely improving its bank reconciliation process and tapping NetSuite OneWorld to set up multi-currency subsidiaries amid the backdrop of Brexit.
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