Background
In the 13 years that Twillory have been running, they’ve established themselves as the go-to for high-end apparel. What started as a D2C brand quickly evolved into an online hybrid store that can fully serve their growing B2B customer base. Their wholesale branch launched in late 2022 and has since gone from strength to strength.
The challenge
As with a lot of businesses, time was the biggest barrier to initial wholesale success for Twillory. With a number of manual processes and a desire to provide elite customer service, they wanted a solution that automated B2B ordering while maintaining a high level of communication with their customers. The preordering aspect of their operations added an additional layer of complexity, as is often the case with apparel brands due to seasonal products.
Twillory’s model evolved from resellers to merchants taking corporate, often customised, orders. They moved from finding customers via local suppliers to having a strong online presence and experience that drew in new business. Around 75% of Twillory’s B2B business now comes through a wholesale tab on their existing website.
The solution
Twillory needed a platform that felt intuitive for both their end customers and their Sales team. They wanted to keep their existing aesthetic and theme, ensuring their site felt familiar and enabled self-service B2B ordering.
We introduced customer groups via SparkLayer’s widgets - this enabled Twillory to set up different price lists for their varying types of customers, like corporate connections and wholesalers for resellers. They’re able to establish different pricing groups quickly and independently, without relying on agencies or developers to support these changes.
This functionality was quickly adopted and has sped up data processing and manual aspects of their B2B ordering. Adoption from their customers, too, was a priority for Twillory - and one that they’ve happily witnessed.
The results
A lot of Twillory’s bigger customers weren’t used to ordering online, instead using more traditional wholesale ordering processes (like phone calls and spreadsheets). Now, they benefit from the ease and ability to view all available SKUs and product amounts - saving hours each week on processing orders.
Continuing that theme, Twillory have also benefited from automating some of their processes via our self-service functionality. This has led to an increase in customer satisfaction and loyalty alike, two huge distinguishers within a highly competitive space.
With better visibility or SKUs and customer-specific pricing, Twillory have seen an increase in orders for previously less popular products. With easier access, customers are able to search product catalogues, as well as repeat orders more easily. They’ve also been able to navigate seasonal preorders more efficiently, as well as offer customisation - this has been great for their resellers, like brands who want embroidery for their customers.
"What we really like is that we're using our native themes with SparkLayer so that this looks like our normal website. People just log in with their name and then they can go and make their own order, see all the wholesale pricing and what we have available. SparkLayer definitely saves time because we have a lot of customers who are not used to ordering online - they like to send us their order and then we put it in. But, with the ease and ability through SparkLayer to see all the SKUs, how many, what's available in units wise, and the dollar price, they can process their own orders. It saves us hours a week on putting in orders because that really took us forever." ~ Zack Bussin, Twillory
Explore more
To learn more Twillory, their product range, and the story of their brand, visit their website.
To see how SparkLayer works with Shopify, you can explore via the links below: