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WHP Global is one of the country’s most proficient brand management firms with brands like Lotto, Bonobos, Anne Klein, and Joseph Abboud under the company’s umbrella. With dozens of different teams, varying focus’ across the board, and continuously evolving consumer profiles, WHP Global needed a way to maximize efficiencies in its eCommerce program.
Shelly Peterson, eCommerce Operations Manager for WHP Global, said the team uses their eCommerce program to reach a wide range of consumer segments without the need to hold inventory for the entire portfolio. This commerce fulfillment model relies heavily on the partners they can bring in to expand their aisle of goods while maintaining the brand integrity they desire.
“There is no stone unturned in terms of the partners we want to work with to provide quality products,” Peterson said. “Our brands are household names. We have to keep the product integrity and keep our products in line with what our customers expect of our incredible brands.”
With an overwhelming need to simplify the onboarding process for new partners and suppliers, WHP Global turned to Logicbroker.
WHP Global quickly began exploring the Logicbroker Portal, discovering new and unique ways to manage suppliers, download vendor reports, and utilize the Logicbroker platform to its fullest. It became apparent that in order to fulfill products on time, WHP would need automated onboarding support from Logicbroker’s On-Demand Onboarding process. WHP’s partners are now routed through the Logicbroker portal, granting the team a level of automation not previously found.
Hannah Sborz, eCommerce Coordinator at WHP Global, said that visibility has been her team’s biggest takeaway from the Logicbroker partnership. WHP can now view each brand’s Shopify platforms in one central hub. Logicbroker connects with each brand’s platform and directs orders as needed.
“[The platform] does this all without manual input,” Sborz said. “Without the Logicbroker platform, this type of cross-communication would be impossible.”
Sborz said that with Logicbroker’s order processing help, the WHP Global brand is managing over 20,000 orders through its Shopify accounts. Without the need to manage each account individually, Sborz said the WHP Global brand’s initiatives are focused on doubling product flow without worry that something will go wrong.
“Logicbroker gives us that insight and is more focused on fulfillment and operational efficiencies,” Peterson added. “Being able to communicate to partners so they can improve on action items in real-time is very powerful. These proactive prevention or planning tools are immensely important. We are more efficient and can ultimately serve our customers with the utmost satisfaction.”
The two specific needs of the WHP Global team were to maximize onboarding and reporting capabilities. While Logicbroker’s advanced portal has become an order-processing lifeline for the WHP team, Peterson and Sborz said that onboarding and reporting help is equally valuable.
Specifically, the Logicbroker team has unlocked a unique onboarding pathway not seen in other legacy merchants. The Logicbroker team handles all partner requests for the WHP Global team. Instead of a lengthy back and forth, Peterson said the Logicbroker team looks to immediately satisfy all supplier requests, such as connection types, onboarding questions, and more.
On the reporting side, Sborz said her team is often surprised by just how quickly reports can be pulled. She said that instead of a filtering process for each brand’s suppliers, the Logicbroker portal “saves light-years of time” by providing detailed reports for every single supplier in their network in under 5 minutes. Sborz and her team have been thrilled with the ability to send reports and recaps quickly, but also manage trends during the busier holiday seasons.
“You can compare everything to make sure each of our licensees are efficient at the warehouse level,” she said. “Logicbroker gives us that strategic flexibility allowing us to adapt to eCommerce trends.”
It’s no surprise that with efficiencies unlocked and a dedicated team behind WHP Global’s onboarding process, the brand portfolio manager has begun expanding into new marketplaces. Sborz said they are excited to explore new ways to branch into Facebook and Instagram marketplaces while maintaining their digital sales channels.
“Social, ads, and everything that hits consumers. We always want to expand our brands,” she said.
Peterson said that the customer experience has become a vital sticking point for WHP Global’s teams. Without the manual input required for onboarding new partners, or the pain of waiting for reports, WHP Global can remain consumer-focused with all new initiatives.
WHP Global is a leading New York based firm that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP owns ANNE KLEIN®, JOSEPH ABBOUD®, JOE’S JEANS®, BONOBOS®, ISAAC MIZRAHI®, G-STAR RAW®, LOTTO®, TOYS“R”US®, BABIES“R”US®, and a majority interest in the EXPRESS® brand. Collectively the brands generate over USD $7 billion in global retail sales. In February 2024, WHP signed a definitive agreement in partnership with Guess?, Inc. to acquire rag&bone. The company also owns WHP+, a turnkey direct to consumer digital e-commerce platform, and WHP SOLUTIONS, a sourcing agency based in Asia. For more information, please visit www.whp-global.com.
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