Aura Frames uses DCL Logistics as their primary third-party logistics (3PL) and fulfillment partner.
Aura Frames, maker of the world's smartest digital picture frames, partnered with DCL Logistics to scale their retail strategy and manage their explosive growth. This collaboration has enabled Aura to more than triple their year-over-year sales volume while maintaining the premium quality their customers expect.
Introduction to Aura Frames
Aura Frames creates sophisticated digital picture frames that allow users to easily and instantly frame photos from their smartphones. With multiple stylish designs to choose from, Aura offers the highest resolution displays for a completely modern way to showcase digital photos. These premium products make ideal gifts for special occasions like Mother's Day and other celebrations.
As a rapidly growing consumer electronics brand, Aura has experienced dramatic expansion, with their Chief Operating Officer Josh Auerbach noting that they've seen years with double, triple, and even quadruple year-over-year sales growth.
Why Aura Needed to Optimize Fulfillment
Before partnering with DCL Logistics, Aura Frames faced several significant challenges:
- Rapid growth management - With sales volumes doubling, tripling, and sometimes quadrupling year-over-year, Aura needed a logistics partner capable of scaling quickly
- Retail strategy expansion - Aura wanted to grow their retail accounts and implement dropshipping capabilities
- Seasonal demand fluctuations - With a business heavily concentrated in November and December, Aura needed flexible capacity to handle extreme peak seasons
- Premium packaging requirements - As a high-end product, Aura frames required careful handling to maintain their premium presentation
- Speed-to-market pressures - Reducing latency between manufacturing and delivery was critical, especially during holiday shopping seasons
Partnership Details and Results
The partnership between Aura Frames and DCL Logistics has delivered impressive results:
- Tripled year-over-year sales volume through the addition of multiple new dropship retail accounts
- Faster order fulfillment, with DCL sometimes receiving products in the morning and shipping them out the same day
- Reduced shipping costs by enabling ocean freight rather than air freight
- Extended holiday selling season, with products arriving at DCL facilities in mid-December still making Christmas delivery
- Simplified inventory management by making units eligible for dropshipping to any retailer
Josh Auerbach of Aura praised DCL's ability to turn shipments around quickly while maintaining quality standards: "DCL's ability to turn around shipments so quickly impacts our bottom line and ultimately is what our retail partners are looking for."
The DCL Logistics Solution
DCL Logistics implemented a comprehensive solution tailored to Aura's specific needs:
- Dropshipping infrastructure - DCL established robust systems for fulfilling orders directly to consumers on behalf of Aura's retail partners
- Strategic facility locations - With facilities in California (Fremont and Ontario), Kentucky (Louisville), and Pennsylvania (York), DCL provided strategic nationwide coverage
- Rapid processing capabilities - DCL's efficient operations allowed for same-day processing from container to consumer during peak periods
- Premium packaging preservation - DCL maintained Aura's high-quality packaging standards throughout the fulfillment process
- Flexible inventory allocation - DCL's systems allowed Aura to easily allocate inventory across different retail channels
Lessons for Other eCommerce Brands
The successful partnership between Aura Frames and DCL Logistics offers valuable insights for other eCommerce brands:
- Choose a 3PL that can scale with your growth - Aura's exponential growth required a partner with the capacity to expand operations quickly
- Prioritize speed and accuracy in fulfillment - Fast turnaround times and error-free processing are critical, especially for premium products
- Implement flexible inventory management - The ability to quickly reallocate inventory across channels helps maximize sales opportunities
- Consider seasonal demands when selecting a 3PL - Partners should be able to handle dramatic fluctuations in volume during peak seasons
Is DCL Logistics Right for Your Business?
When evaluating whether DCL Logistics might be suitable for your business, consider these factors:
- Product type and value - DCL excels with higher-value consumer electronics and premium products that require careful handling
- Growth trajectory - Businesses experiencing rapid growth will benefit from DCL's scalable infrastructure
- Retail channel strategy - Companies looking to expand into retail dropshipping will find DCL's capabilities valuable
- Seasonality - Brands with significant seasonal fluctuations will appreciate DCL's flexibility
- Geographic needs - With facilities across the United States, DCL offers nationwide coverage for efficient distribution
To find the right 3PL partner for your specific needs, consider using a 3PL matchmaking service that can help identify the best logistics provider based on your unique requirements.
Final Thoughts
The partnership between Aura Frames and DCL Logistics demonstrates how the right fulfillment partner can become a strategic asset in scaling an eCommerce business. By addressing Aura's specific challenges with tailored solutions, DCL has helped the digital picture frame company achieve remarkable growth while maintaining premium quality standards.
For consumer electronics and premium product companies facing similar challenges, finding a 3PL partner with experience in handling high-value items and managing complex retail relationships can make the difference between struggling with logistics and focusing on core business growth.
Whether you're selling digital picture frames like Aura or other premium consumer products, optimizing your third-party logistics strategy is essential for scaling efficiently while delivering the experience customers expect.