at a glance
With rapid international expansion and peak trading volumes putting pressure on fragmented systems, Boody turned to NetSuite to unify finance, inventory and operations across its global business – creating a platform built to scale.
- Odoo (ERP + wholesale order portal – replaced with NuOrder)
- Xero
- QuickBooks - UK
- AIMS (US ERP)
- Spreadsheets
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Proven Black Friday Cyber Monday (BFCM) performance
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Scalable integration architecture delivering visibility and seamless customer experience
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Single global source of truth enabling automation, process efficiency and stronger controls
the client
About BOODY
Boody, founded in 2012, is an Australian sustainable apparel brand known for its bamboo-based underwear and everyday essentials. The business is built on a strong direct-to-consumer (D2C) foundation, supported by a globally scaled eCommerce operation where online channels form a significant share of overall trade. Today, Boody sells through a mix of DTC, B2B, wholesale and marketplace channels, supporting high-volume sales across international markets.
Over recent years, that model has scaled rapidly through international expansion and the acquisition of the brand from distributors in the US and UK. As Boody’s footprint grew across regions, currencies and fulfilment partners, the focus shifted from simply supporting growth to building the operational maturity needed to run a complex, high-volume global brand without losing control or agility.
Knowing what an ERP implementation can be like, how intense it can get, having a strong partner was super important for us. We’re not just doing a few orders a day - we’re doing many orders a minute and 5-10x during the peak - so it mattered that there was a strong understanding of D2C requirements and the technical skills behind them.Andy MillingenHead of Technology, Boody
the challenge
Black Friday Cyber Monday (BFCM) period as the ultimate stress test
With the majority of orders coming through the D2C channel, alongside wholesale and marketplaces, Boody’s operating model depends on systems that can perform reliably under constant load and extreme peak demand. As the business grew across Australia, the US, the UK and Europe, that requirement became harder to meet.
Before NetSuite, Boody was operating with a fragmented systems landscape. Different regions were running on different tools and in some cases there was no ERP at all, with orders flowing directly from their online store into 3PL WMS. Without a unified global system for orders, inventory and financials, Boody struggled to gain real-time visibility across the business, leading to a greater dependence on manual checks and temporary fixes.
Peak trading periods exposed those limitations most clearly. During high-volume events like Black Friday, teams had to be ultra-vigilant to keep systems running, limiting reporting and delaying non-essential processing to protect performance. As volumes continued to grow, that level of risk and operational effort was no longer sustainable. Boody needed a more scalable, flexible platform that could support global operations, integrate cleanly with partners and provide confidence that the business could perform under pressure.
the results
Confidence restored during peak trading
NetSuite was selected as the core ERP to act as a global source of truth across finance, inventory and operations, while allowing the business to retain best-of-breed systems where they added the most value. Annexa worked closely with Boody to design a scalable technology foundation that unified financials, inventory and sales order data across regions while preserving the flexibility of Boody’s existing commerce stack. This approach allowed Boody to scale without replacing its existing stack, while significantly simplifying how systems interacted behind the scenes.
NetSuite was implemented as the global ERP backbone, with Celigo enabling a new, scalable integration architecture that elegantly connected three Shopify stores, the PIM platform and multiple global 3PL partners. Supporting systems including SPS Commerce for EDI across six global retailers and NuOrder as the B2B wholesale portal. Despite the scale of change and a lean internal project team, the structured plan–design–build methodology provided clarity and momentum throughout. Strong technical expertise, disciplined documentation and depth across the Annexa team ensured the program was delivered efficiently and on schedule.
As Millingen explained, “We built really strong working relationships with the Annexa team. There were some excellent technical contributors, and the structured implementation process helped keep the complex project safely moving forward. Safely delivering a transformation of that scale in roughly nine and a half months with a relatively lean internal project team was a remarkable achievement.”
Now operating on a single global platform, Boody supports direct-to-consumer, B2B, wholesale and marketplace channels across Australia, New Zealand, US, UK and Europe.
The impact was immediate. In the first week after go-live, Boody processed high order volumes smoothly through the new architecture. Four months later, the platform was put to the test during Black Friday, processing over the three-week promotional period without system performance issues.
Beyond peak trading, the business gained day-to-day operational confidence. NetSuite now provides a single, reliable view of orders, inventory and financials across regions, reducing manual reconciliation and improving visibility. Integrations with 3PLs also became easier to manage, including the successful onboarding of a new UK fulfilment partner using the same proven architecture.
With a scalable, cloud-based platform in place, Boody can now focus on growing volume and expanding globally, supported by systems designed for high-volume trade.
Moving to a single global platform has given us much greater visibility and control across the business. It’s an important step in building the operational maturity required to support long-term growth. Annexa understood the realities of our business from day one. That understanding made a real difference in delivering a platform that works at scale and holds up when volume is at its highest.Shaun GreenbloCo-CEO, Boody