Customer Profile
Beauty and wellness company WelleCo has an international reach, with customers in Australia, the US, the UK, and Europe.
In June 2026, WelleCo tapped ShipBob as their global fulfillment partner. ShipBob’s Inventory Placement Program (IPP) now distributes stock across three regions in the US with little manual allocation required from WelleCo. Live lot and batch data keeps expiry rules on track for a customer base that’s more than 50% subscribers.
Learn how WelleCo stays in control of its global operations with ShipBob’s unified, streamlined technology.
Key metrics
- 2-person operations team
- 60% reduction in headcount
- 3 regions for international fulfillment: Australia, the US, and Europe
- 10 hours to onboard with ShipBob, compared with 2 months of calls with previous providers
- 550 Chemist Warehouse stores in Australia
- >50% of customers are subscribers
About WelleCo
WelleCo is an Australian-born, ingestible beauty and wellness company founded in 2014, inspired by the life-changing experiences and resulting discoveries of founder Elle Macpherson.
The WelleCo collection spans daily greens, plant-based proteins, targeted elixirs, and functional formulations designed to support energy, gut health, sleep, acuity, immune resilience, hormonal balance, and natural beauty from within; for women, men, and children.
Today, WelleCo sells to customers around the world. WelleCo’s Chief Operating Officer, Andrew Skinner, shared how that’s possible with a lean team, thanks to their partnership with ShipBob.
Going from disjointed and unorganized fulfillment providers to “standout” ShipBob
As told to ShipBob by Andrew Skinner, Chief Operating Officer at WelleCo.*
Before ShipBob, we were with a well-known global fulfillment company. They were disorganized, had poor customer service, and we felt we were paying more than we got in return.
Our inventory was spread across the world, but their business was segmented by region, which made running our operations challenging. If something went wrong in their Netherlands warehouse, we had to get someone in the Netherlands on the phone. We spoke a different language, and because of the time difference, we had to take calls at midnight. It was a nightmare.
It would take them up to two weeks to fix an issue. In ecommerce, that doesn’t work. Thousands of orders can pile up in that amount of time. They had no sense of urgency.
Then, we moved to a second provider. They promised us an integrated data experience and a local team. This seemed like a win compared to our original provider.
The local resource didn’t last long. About a year into the contract, they split their company in two, and the local team went with it. The data integration never arrived. Right up until the end, we got a static Excel report each day.
We couldn’t sustain doing business like this. So, we ran a full tender. We spoke to around 35 ecommerce fulfillment experts globally.
“ShipBob was a standout by miles. We were really happy with the way they interacted throughout the process and with what they’ve delivered since. It’s been really best-in-class.”
Andrew Skinner, Chief Operating Officer at WelleCo
Getting a streamlined, simplified look at what doing business with ShipBob was like before signing on the dotted line
The sales process showed us what working together would look like. ShipBob was clear about what it needed from us, and they responded quickly. The team ran trial runs and live demos so we could see how the system would work before we signed.
“ShipBob’s simplified pricing model excited me. One price covers shipping and picking. In 2023, ShipBob was the first fulfillment provider to offer us that. With other providers, we had to work through 50 different line items to put together a cost estimate. There was a charge for pallet wrapping, and a charge to label one pallet but not another. ShipBob made it easy to understand what we’d pay.”
Andrew Skinner, Chief Operating Officer at WelleCo
A ShipBob founder also jumped on a call with me. That level of attention was fantastic.
Of all the providers we spoke to, ShipBob was the best fit for us. Plus, ShipBob’s global footprint suited our plans to expand into new markets, too.
Going live with ShipBob in just 10 hours and saving 20K subscriptions
ShipBob’s team told us onboarding would take about 10 hours. And it really only took about 10 hours. I couldn’t believe it.
Our last 3PL onboarding required four of us to be on calls three hours a night from 10 pm to 1 am for two months. It was a huge imposition. With ShipBob, Mimi Nichols, our Operations & Systems Specialist, handled it almost entirely on her own, with help from our ShipBob implementation manager.
“I’ve run plenty of ecommerce fulfillment setups, and they usually take a team and weeks of effort. From ShipBob’s side, I kept waiting for something to go wrong. Nothing did.”
Andrew Skinner, Chief Operating Officer at WelleCo
As we were onboarding with ShipBob, our previous provider turned off our EU orders two weeks before our changeover date. They hadn’t sent our stock across yet. They kept telling us orders were flowing, but nothing had gone out. Our customers were unhappy.
I called our ShipBob contact and said, “Hey, can you get us in?” ShipBob’s European fulfillment center was packed, but they still got us in and turned on. That kept about 20,000 customers from canceling their subscriptions. It was massive for us.
Running global fulfillment with a team of two
From the operations perspective, we’ve saved a three-person headcount. As people moved on over the past 12 months, we didn’t need to backfill. ShipBob has made fulfillment operations that streamlined.
That matters when you sell globally. We run the business from Melbourne, but we have a significant amount of our customer base spread across the US, the UK, and Europe. ShipBob has people on the ground in each region. When something gets tricky, we have a dedicated rep in our area who can help us. That’s important to us.
As for our dashboards, we can login and see inventory, orders, and other data from fulfillment centers around the world.
When we set up our operations in Europe, shipping costs came in a little higher than we’d modeled. Turns out, we needed to redo our box sizes.
ShipBob’s team worked through it with us in 24 hours. By the next week, everything was back where we expected. Now, costs are actually a little lower than we originally modeled, which was a good surprise.
Placing inventory close to customers without the manual work thanks to ShipBob’s Inventory Placement Program
ShipBob’s Inventory Placement Program (IPP) in the US has been tremendous.
In the beginning, we set our inventory allocations by region using data from Shopify and our BI platform. That told us which regions needed which inventory.
Since then, ShipBob IPP has handled the rest. We’ve been using it for three or four months, and we haven’t done much manual inventory allocation at all.
I step in only when stock lands later than planned. We hold it in one fulfillment center so orders keep flowing. Then the rest moves out to the other fulfillment centers.
Staying in control of every order, live with ShipBob’s technology
With ShipBob’s dashboard, we can run reports live and drill into individual orders.
When I needed European delivery performance fast, ShipBob sent me a detailed report. It was clear, well presented, and ready to drop straight into a board report.
For smaller retail customers, we can add documents to an order to support international shipping, duties, and customs clearance. None of that was possible with our previous providers. Once an order went through, it was either done or not done.
Our customer service team can also cancel or change an order during the 30-minute delay on Shopify. If a customer emails to say they need a change, we fix it right away. Before ShipBob, that order would have been picked and sent, and we would have had to send a second one and waste the first.
Tracking lots and expiry dates to ensure quality and freshness
The ability to see lot and batch information in the ShipBob dashboard is really helpful for us as a beauty and wellness brand.
Expiry dates drive how we ship. We don’t send a customer a product with less than two months left before expiry. For a three-month pack, every product needs at least four months.
With live lot and batch data in the ShipBob dashboard, I can look up any lot and see the exact lot number. Our rules map right to it.
Protecting subscribers when demand spikes
More than 50% of our customers are subscribers. We run subscriptions through Shopify, and the orders flow to ShipBob.
The live data goes back into our forecasting system automatically. That lets us reserve stock for subscribers. If a product goes viral for a couple of days and we oversell, this way we don’t leave subscribers short over the following two months.
Planning for peak when lead times run up to seven months
Some of our products take up to seven months to get from order to ShipBob. So we plan for peak early. We did the prep in January and February, and we’ve built stock over the past two months.
We do a huge Black Friday sale every year, and a Boxing Day sale too. We’ve shared our daily forecasts and sales plans with ShipBob. That way, everything lands in place and is ready to go.
What’s next for WelleCo
We have exciting operational updates in the works. We are exploring ways to automate reporting, are in talks with various retailers, and are looking to add new markets. ShipBob’s footprint gives us room to expand.
Product launches are coming too. We’ve launched a Longevity Elixir in Australia, and it will roll out to the rest of the world next year.
It’s an exciting time for WelleCo, and we’re glad to have ShipBob supporting us through it.
*The metrics in this case study were supplied by the merchant. ShipBob makes no representations regarding their accuracy.
WelleCo’s team at ShipBob
James Risos
James is the Senior Account Executive who helped WelleCo get started with ShipBob.
Nan-Chun Lee
Nan-Chun is the Merchant Success Manager who supports WelleCo.
Guillaume Deront
Guillaume is ShipBob’s Vice President – General Manager, Australia, and serves as the Executive Sponsor for WelleCo.
Get started with ShipBob
Need a logistics and fulfillment partner that can help you save time and scale your business? Learn how ShipBob can help.
