HexClad, the premium cookware brand backed by Gordon Ramsay, faced a critical challenge: their business was doubling year-over-year, but their operations infrastructure couldn't keep pace. Managing inventory across 4-5 warehouse nodes, multiple sales channels including Shopify, Amazon, and Costco, and rapid international expansion had become unmanageable with their legacy tech stack of NetSuite, ShipStation, and spreadsheets.
After implementing Fulfil in 2023, HexClad transformed their operations from what President and CFO Jason Panzer describes as "scary" into a confident, scalable system processing $500M+ annually across multiple fulfillment nodes with real-time load balancing.
Key Results:
- Successfully scaled through 100% year-over-year growth
- Real-time order routing across 12+ warehouse locations
- Seamless international expansion into multiple new markets
- Eliminated pre-BFCM operational panic
The Challenge: Why HexClad Needed to Move Beyond NetSuite
Previous Tech Stack Limitations
HexClad's operations ran on a disconnected system:
- NetSuite as their ERP
- ShipStation for fulfillment
- Spreadsheets for inventory planning and reconciliation
This fragmented approach created significant operational friction as the business scaled.
Lack of Inventory Visibility
With products stored across an internally operated warehouse and multiple 3PL partners spanning 4-5 different nodes, HexClad lacked real-time visibility into inventory locations and movement. The team couldn't effectively track what was produced, what was inbound, or accurate stock levels across locations.
"When I started at HexClad, they were taking Shopify orders at the end of every single day in a Google sheet and subtracting that from the ending total from the day before."
- Brian Nanry, Head of Operations
Manual Warehouse Workflows
"Before Fulfil, I was managing the warehouse, and everything was done in spreadsheets. We had no real Warehouse Management System that actually tracked our inventory, so it was rough at the beginning."
- Manny Calderon, Sr. Operations Manager
Data Accuracy Issues
Living in spreadsheets meant data was constantly outdated and prone to errors. As Panzer notes, "Before Fulfil, life was a mess. Living in spreadsheets, dealing with 3PLs not being connected."
Failed Implementation
Pressure to solve these problems was so acute that HexClad onboarded an inventory management system immediately when Panzer joined the company. That system never went live. "You can burn tens of thousands of dollars and not have it work, not have it ever go live," Panzer recalls.
NetSuite's Limitations for eCommerce
Despite being an enterprise-grade solution, NetSuite proved too rigid for HexClad's eCommerce needs. "We tried to make it work with NetSuite, and it was so hard. That's why we went to Fulfil," explains Panzer. The gap between traditional ERP systems and modern eCommerce operations became increasingly clear.
Shopify Integration Challenges
Managing their Shopify storefront alongside Amazon, Costco, and other channels required constant manual reconciliation. NetSuite couldn't provide the real-time synchronization that high-growth DTC brands need from an ERP.
International Expansion Barriers
As HexClad expanded globally, the limitations became more pronounced. Managing logistics, inventory, integrations, 3PLs, channels, and orders across multiple countries was nearly impossible with disconnected systems.
"Things were pretty messy at HexClad when I joined, and inventory management, demand planning and distribution were all real problems. They were great problems because our business was growing incredibly rapidly, but we really didn't have a handle on it. One of the first things I did coming on as CFO was figuring out how to manage our inventory. We got to know Fulfil, decided to onboard the solution, and it has absolutely been a game-changer for us."
- Jason Panzer, President & CFO
See related: Fulfil vs. NetSuite for eCommerce brands
The Solution: Unified Commerce Operations with Fulfil's ERP for DTC
HexClad needed an eCommerce ERP that understood the unique demands of omnichannel commerce. Real-time inventory synchronization across Shopify and other platforms, 3PL connectivity, multi-warehouse orchestration, and the agility to expand internationally without massive customization projects.
Fulfil offered what NetSuite couldn't: a modern platform purpose-built for eCommerce brands selling through Shopify, marketplaces, and wholesale channels.
Rapid, Successful ERP Implementation
Unlike traditional ERPs that outsource implementations to consultants, Fulfil's team handles ERP implementations in-house, providing agility for brands looking to go-live quickly.
"I was onboarding at HexClad, and the next day, I got an email that we were going to be onboarding Fulfil in a 90-day span. I've worked with Cin7, Xorosoft, Stitch Labs, and NetSuite in the past and didn't think we'd be able to pull off the Fulfil implementation in 90 days based on those previous experiences. I thought I was going to get fired, but the Fulfil team made it happen, and we went live in 90 days."
- Brian Nanry, Head of Operations
Unlike previous failed attempts at system implementation and the challenges with NetSuite, Fulfil went live successfully in 2023. The difference was immediate and transformative.
See related: Why We Visit Merchants Onsite: Real Impact Beyond the Screen
Real-Time Order Intelligence Across Shopify and All Channels
Fulfil's eCommerce ERP gave HexClad something they'd never had before: real-time visibility and control across their entire operation. During peak periods, this capability proved invaluable.
"We're balancing the load using Fulfil in pretty real-time," Panzer explains. "We saw the orders coming in and knew that our Tennessee warehouse was going to be overloaded. We routed the orders to a different state with no problem at all. There's no way we could have done this before Fulfil."
"Fulfil has become our source of truth. All orders from all channels flow into Fulfil and get distributed to the appropriate place within a region. Automation rules let us set routing by state, by type of product, by type of bundle set...however, we want to do it in the moment. If we want to change on a dime and move everything to a new fulfillment center, we can do that in an instant."
- Brian Nanry, Head of Operations
This real-time order management works whether orders come from their Shopify store, Amazon, Costco.com, or any other channel. Something that required extensive manual work with their previous NetSuite setup.
Centralized Inventory Management Across 12+ Warehouses
Fulfil became the central nervous system connecting HexClad's fulfillment nodes, creating communication across their entire network. "Everything talks to each other through Fulfil," says Panzer. "It's kind of like a financial analyst with Excel. Good luck trying to take that away from them. You could not take Fulfil away from my operations and accounting teams. That's how integrated it is into our systems. We couldn't live without it."
"Fulfil helps control order flow and inventory. We do a lot of bundling, so making sure each fulfillment center is getting everything allocated and routed to the right place with minimal order splitting is key."
- Brian Nanry, Head of Operations
Native Shopify ERP Integration
Unlike NetSuite's Shopify connector, which required middleware and constant maintenance, Fulfil provides deep, native integration with Shopify. Inventory updates, order synchronization, and fulfillment status flow automatically in real-time, eliminating the data lag and manual reconciliation that plagued their NetSuite operations.
Streamlined International Growth
International expansion, previously a logistical nightmare with NetSuite, became straightforward. "When you expand internationally, you need to be able to handle the logistics and inventory, integrations, 3PLs, channels, and send new orders quickly," Panzer notes. "It's been amazing how easily we've been able to stand up new stuff with Fulfil."
HexClad has grown from two to five fulfillment centers in the US, added 247 Fulfillment as a 3PL in Canada, and opened in Mexico, Japan, China and Australia, with another new region in the pipeline for next month.
"We started fulfilling everything from one warehouse in LA, and now we're managing fulfillment across 12 3PLs and multiple Amazon FBA locations."
- Manny Calderon, Sr. Operations Manager
The Results: Confident Scaling Through Growth After Moving to Fulfil ERP
Handling Over Half a Billion in Revenue
"HexClad is an over half a billion dollars in revenue business, and in order to operate at that scale with the amount of product that we're shipping, there's a lot that goes into it. I don't think we could have gotten here without the right systems internally and without Fulfil partnering with us."
- Jason Panzer, President & CFO
100% Year-Over-Year Growth Support
The business doubled in size while maintaining operational excellence. Something that would have been challenging with their previous NetSuite infrastructure.
"Our business is up 100% this year. We've been able to connect everything and know where everything is. I'm shocked with the lack of panic at HexClad thanks to Fulfil."
- Jason Panzer, President & CFO
BFCM Confidence
Black Friday Cyber Monday, traditionally the most stressful period for ecommerce operations, became manageable. "Ops was scary before BFCM and before Fulfil," Panzer reflects. "I'm very confident in our ability to handle things, and there's no way we'd have gotten here without implementing Fulfil. They went above and beyond."
Strategic Business Impact
From a technology and business leadership perspective, Panzer sees Fulfil as more than just software. "As a tech investment banker and a lawyer, I've seen tons of tech businesses in my life, and this is tech that solves a problem. It's become our ERP and an integral part of our business."
Enhanced Demand Planning
The visibility Fulfil's reporting provides has transformed HexClad's approach to inventory management. "Fulfil has changed our business when it comes to managing our stock and inventory and being able to do strong demand planning," Panzer shares.
Streamlined Automations
"I don't have to figure out which orders go to which locations. It's done way before I even get into the office." - Manny Calderon, Sr. Operations Manager
"EDI was always a nightmare for me in previous jobs. With Fulfil's EDI, I don't have to think about it at all. It's a native part of the software, and it doesn't matter where or how I'm connecting, all my orders are going to be appearing in the same workflow, in the same space with the same actionable data."
- Brian Nanry, Head of Operations
Agility at Scale
"Last year, at the beginning of Q3, we were moving 3PLs and adding two new nodes. We had about four weeks to do a full integration with a new 3PL partner and a new WMS, and Fulfil made it happen in three weeks, all in the midst of October Prime Day and rolling right into peak. That was almost an impossible task that I wouldn't wish on my worst enemy, and Fulfil was able to keep up the whole time. We didn't miss a beat from a fulfillment or inventory aspect."
- Brian Nanry, Head of Operations
"With our growth, Fulfil has been great at quickly reviewing API docs and starting new integrations for new marketplaces and 3PLs if an integration doesn't already exist. After seeing the Fulfil team do multiple integrations, I'm now more involved in new integrations and understand what's happening on the backend. It's very easy for me to connect and create new warehouses, and manage inventory in a way I couldn't before."
- Manny Calderon, Sr. Operations Manager
AI-First Workflows
"Being able to utilize the MCP with Fulfil and Claude was monumental - it changed how we were able to operate and how we were able to navigate our BFCM period last year. Instead of being reactive and fighting fires, we were able to identify issues, identify slowdowns, and find any problems with any 3PLs' fulfillment process ahead of time. It enabled us to get a much different and higher vantage point of our overall performance in real-time while it was happening, which was invaluable in communicating upward and across departments."
- Brian Nanry, Head of Operations
"Fulfil's MCP connection with Claude takes the legwork out of figuring out anything. Instead of having to delegate to the team to do a 30-minute task, you can get an instant response to your question."
- Manny Calderon, Sr. Operations Manager
"Every morning, I look at what's been assigned to each warehouse location and how they're performing. It used to take me 30 minutes, and now it takes only two seconds. I can access it in the Claude mobile app when I'm on the go without needing my computer."
See related: Claude Skills for Fulfil
Native Amazon MCF Integration as a Strategic Lever
"We do a very robust Amazon business, mostly FBA. We use Amazon MCF as a lever to address over-inventory or under-inventory positions. If we're sold out of a product somewhere and Amazon has inventory, I can quickly turn on Amazon MCF with Fulfil's native integration, and we can continue on as if we never ran out of inventory. This lever came in very handy this year, and it was incredibly easy to set up with Fulfil's automation rules. It flips on a dime."
- Brian Nanry, Head of Operations
Responsive Support and Success Teams
"Fulfil's AI suggestions when creating support tickets have helped a lot by providing a possible solution with reference to specific areas of documentation. Our account manager is great. We have somebody that we can rely on and go to when we need something, and they're responsive."
- Manny Calderon, Sr. Operations Manager
"With the nature of DTC, we need the ability to be nimble and react to what our customers want. Whether it's building new bundles on the fly or creating entirely new workflows. Fulfil has been at the ready to change and morph with us and pivot when needed."
- Brian Nanry, Head of Operations
Looking Forward: Building on a Solid Foundation
With Fulfil as their operational backbone, HexClad is positioned to continue its aggressive growth trajectory.
"I'm all about speed of execution and communication," says Panzer. "I'm stoked about Fulfil's Claude integration, building things on the fly quicker, instead of having to dig through spreadsheets to find answers."
"As a former tech banker, I have a soft spot in my heart for bootstrapped companies. It's the founder's money. Everything that happens is in and out of the founder's bank account, so those investments are going to be made wisely. As a bootstrapped company, I think Fulfil has really invested in their product and leveraging AI, and I think Fulfil is on pace with what is required to continue helping companies like HexClad scale our business."
- Jason Panzer, President & CFO
See related: Why We Are Bootstrapped (And Why You Should Care)
Key Takeaways for Brands Considering Moving from NetSuite to an eCommerce ERP like Fulfil
Purpose-Built eCommerce ERPs Outperform Traditional Systems for DTC Brands
ERPs purpose-built for DTC like Fulfil provide the real-time synchronization, channel flexibility, and operational agility that Shopify and marketplace sellers need. The difference between adapting a traditional ERP versus using a purpose-built eCommerce ERP becomes critical at scale.
Shopify ERP Integration Quality Matters
Native, real-time integration with Shopify and other eCommerce platforms eliminates the middleware complexity and data lag that plague traditional ERP connectors. For DTC brands, Shopify ERP integration isn't optional. It's foundational.
Implementation Success Depends on eCommerce Expertise
After a failed implementation with an inventory system and challenges with NetSuite, Fulfil's successful launch demonstrated the importance of choosing partners who deeply understand eCommerce operations and support teams through the transition.
Operational Confidence Drives Growth
The peace of mind that comes from having reliable systems allows leadership to focus on strategic growth initiatives rather than firefighting operational issues. Moving from NetSuite to an eCommerce-specific platform freed HexClad's team to focus on growing the business.
Modern eCommerce ERP Enables Geographic Expansion
International growth requires flexible systems that can quickly adapt to new markets, currencies, regulations, and logistics partners. Capabilities that require extensive customization in traditional ERPs like NetSuite but come standard in purpose-built eCommerce ERPs like Fulfil.
When to Consider Moving from NetSuite to an eCommerce ERP
HexClad's story highlights key indicators that it might be time to evaluate eCommerce-specific ERP alternatives to NetSuite:
- You're spending significant time on manual reconciliation between NetSuite and your Shopify store or other sales channels
- Real-time inventory visibility across multiple warehouses and 3PLs is critical but difficult to achieve
- International expansion is slowed by system complexity and customization requirements
- Your ops and IT teams are overwhelmed with maintaining integrations and managing data flow
- Peak season (BFCM, holiday) creates operational stress due to system limitations
- You need faster implementation and iteration cycles than traditional ERPs provide
About HexClad
HexClad is a premium cookware brand known for its patented hybrid technology combining the best of stainless steel and non-stick cookware. Backed by celebrity chef Gordon Ramsay, HexClad sells through multiple channels, including Shopify, Amazon, and partnerships with retailers like Costco.
About Fulfil
Fulfil is a modern eCommerce ERP platform built specifically for high-growth eCommerce and omnichannel brands. By unifying inventory management, order management, warehouse operations, demand planning, and accounting in a single platform, Fulfil enables commerce brands to scale confidently without operational chaos. With native Shopify integration and purpose-built features for marketplace sellers, Fulfil serves as the operational backbone for leading DTC and omnichannel brands outgrowing traditional ERP systems like NetSuite.
See related: ERP for home and living brands