Willow uses DCL Logistics as their primary third-party logistics (3PL) and fulfillment partner.
Introduction to Willow
Willow is the innovative creator of the world's first quiet, all-in-one, in-bra wearable breast pump. Founded by John Chang and Josh Makower, who began formal development in 2015, Willow has revolutionized the breast pump market with their proprietary, patented technology that enables mothers to move freely while pumping. This groundbreaking product gives mothers the freedom and flexibility they need during an important life stage.
Distributing nationally through their website, Amazon, and several retailers, Willow has positioned itself as a disruptive force in the baby product industry. Their commitment to improving mothers' experiences through thoughtful design and technology has driven their growth trajectory and market position as a premium solution for modern parents.
Why Willow Needed to Optimize Fulfillment
Before partnering with DCL Logistics, Willow faced significant challenges in their fulfillment operations:
- Shipping expenses and fulfillment costs were too high as a percentage of sales
- Their primary SKU (breast pump kit with accessories) shipped in a large eight-pound box
- Customers often purchased additional items requiring a second box for most orders
- Their carrier choice, kitting strategy, and service level agreements were in direct contradiction to saving money
These challenges were hampering Willow's ability to scale efficiently and impacting their bottom line. For an innovative company focused on delivering a premium product, these logistics issues were preventing them from allocating resources to other critical areas of the business such as product development and marketing.
Partnership Details and Results
Willow's partnership with DCL Logistics yielded remarkable results that transformed their fulfillment operations and positively impacted their business performance:
- 50% reduction in overall postage and fulfillment costs
- 35-40% more product into shipping containers, reducing inbound freight costs
- Lower fulfillment costs due to constructing fewer boxes, labels, and shipments
- New carrier averaged less time than projected delivery window, maintaining customer satisfaction
These impressive metrics allowed Willow to reallocate savings to marketing and other business expenses, helping fuel their growth while maintaining excellent customer service. By partnering with a 3PL provider with locations in California, Kentucky, and Pennsylvania, Willow gained access to a nationwide fulfillment network that supported their distribution strategy.
The DCL Logistics Solution
DCL Logistics implemented a comprehensive solution to address Willow's specific challenges:
- Re-kitting and repackaging:
- Redesigned packaging to fit breast pump kit and accessories in a single parcel
- Reduced primary kit carton size by 40%
- Reduced shipping from two parcels per order to one
- Carrier optimization:
- Analyzed and identified more optimal carrier options
- Updated rate structure with wider delivery window
- Switched carriers to better fit their new strategy
- Strategic fulfillment support:
- Provided flexible, responsive team support
- Handled fulfillment allowing Willow to focus on business growth
As a 3PL with over 40 years of experience in the industry, DCL Logistics leveraged their expertise in fulfillment optimization to create a solution specifically tailored to Willow's unique products and customer base. Their strategic locations in Los Angeles, CA and across the country enabled efficient nationwide distribution.
Lessons for Other eCommerce Brands
Willow's successful partnership with DCL Logistics offers valuable insights for other eCommerce brands:
- Packaging optimization matters: Redesigning packaging can dramatically reduce shipping costs and improve sustainability. Don't overlook this aspect of your fulfillment strategy.
- Carrier selection should be strategic: The right carrier partnership balances cost, delivery time, and reliability. Be willing to reevaluate and switch carriers when necessary.
- 3PL expertise adds value: An experienced 3PL partner brings industry knowledge that can identify inefficiencies and implement proven solutions.
- Focus on core competencies: Outsourcing fulfillment allows brands to concentrate on product development, marketing, and growth while logistics experts handle distribution.
By addressing these critical areas, eCommerce brands can achieve significant cost savings while maintaining or improving customer satisfaction.
Is DCL Logistics Right for Your Business?
When considering whether DCL Logistics might be the right 3PL partner for your business, evaluate these factors:
- Product type and complexity: DCL specializes in working with innovative, high-growth brands with complex products and kitting requirements
- Geographical needs: With facilities in California, Kentucky, Pennsylvania, and international shipping capabilities, consider if their locations align with your customer base
- Growth trajectory: DCL Logistics works well with scaling brands that need a partner who can grow with them
- Technology requirements: Their systems integrate with popular eCommerce platforms including Shopify, BigCommerce, Magento, and marketplaces like Amazon and eBay
- Support requirements: Assess whether their customer service approach aligns with your business needs
For businesses seeking a partner to optimize packaging, shipping strategies, and overall fulfillment efficiency, DCL Logistics demonstrates proven capabilities through their work with Willow and other innovative brands.
Final Thoughts
Willow's partnership with DCL Logistics illustrates how the right 3PL relationship can transform fulfillment operations and contribute significantly to business success. By redesigning packaging and optimizing carrier selection, Willow achieved remarkable cost savings while maintaining excellent service levels for their customers.
For eCommerce brands struggling with similar challenges, this case study demonstrates the potential value of working with an experienced logistics partner. The right 3PL doesn't just warehouse and ship your products—they become a strategic partner in your growth.
If you're looking to optimize your own fulfillment operations, consider exploring your options through a 3PL matchmaking service that can help identify the perfect logistics partner for your specific business needs.