at a glance
Petdirect integrates finance, inventory and sales with NetSuite to scale its retail footprint.
- Cin7
- Xero
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Connected eCommerce & in-store retail
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Real-time inventory tracking
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Automated processes at scale
the client
About Petdirect
Petdirect is New Zealand’s fastest growing omnichannel pet retailer, focused on making life easier for pets and their owners. Since launching in 2020, the company has grown rapidly, now holding a 60% NZ market share in online pet retail. With expansion into physical stores underway, Petdirect is evolving into a true omnichannel business, leveraging technology to integrate operations across eCommerce, retail and supply chain management.
Petdirect was founded as a purely online retailer in February 2020, right at the beginning of COVID. It was a turbulent time, but as more people shifted to online shopping, we grew quickly.Dave AndersonChief Executive Officer, Petdirect
the challenge
When growth breaks your systems
As Petdirect grew, so did the cracks in its disconnected systems. Xero handled financials, Cin7 managed inventory and DOUG – its custom-built eCommerce platform – powered online sales. But without integration, financial reporting was slow, inventory tracking was unreliable and manual reconciliations became a daily headache.
Expanding into physical retail added another layer of complexity. Petdirect needed a unified system that could handle both online and in-store sales without endless spreadsheets and workarounds.
As transaction volumes surged, managing inventory across multiple warehouses became messy and time-consuming. To scale, Petdirect needed real-time insights, automation and seamless integration with supply chain tools.
Unlike many businesses that rely solely on vendor pitches, Petdirect looked at what their competitors were using before deciding on NetSuite. They then selected Annexa to drive the transition, knowing their deep NetSuite experience and industry standing made them the right fit.
the results
Tech that moves with the business
Annexa brought the expertise and agility Petdirect needed, carefully structuring the NetSuite implementation to support both immediate needs and long-term growth. A developer-to-developer approach made all the difference, allowing for a more hands-on, flexible implementation. As Mikey McLellan, Head of Technology at Petdirect explained, “the Annexa development team was great to work with. They quickly adapted to our agile way of working, which meant we could collaborate directly, solve problems faster and refine the solution as we went. I’d highly recommend them.”
They quickly adapted to our agile way of working, which meant we could collaborate directly, solve problems faster, and refine the solution as we went.”
Today, with NetSuite at the core of its integrated tech stack, Petdirect finally has the real-time visibility and automation needed to scale. Finance, inventory and sales now run through a single, connected system – no more silos slowing operations. As Anderson put it, “NetSuite has been a great fit for our growth, giving us the scalability we need. Annexa has been an outstanding partner throughout – both during implementation and beyond.”
NetSuite’s omnichannel capabilities ensure seamless integration between eCommerce and physical retail. A Lightspeed POS integration means in-store transactions sync instantly with inventory and financials, giving the team real-time insights into sales across all locations. Barcode scanning has replaced manual stock tracking, improving accuracy and speeding up warehouse operations. This shift has given Petdirect far greater control over stock movements, as McLellan noted, “previously, we only had a high-level daily view of sales. Now, we can drill right down to the transaction level. We also have reporting for expiry dates, which helps demand planning and ensures we move stock when needed.”
Warehouse and supply chain operations are also smoother and smarter. NetSuite integrates directly with 3PL Central and SPS Commerce, reducing errors and improving stock visibility. With automation handling key processes, the business is scaling its retail expansion without adding unnecessary complexity.
With phase one complete, Petdirect is now focused on scaling further – expanding its retail footprint, refining automation, and integrating new technologies like AI to improve the customer experience.
NetSuite has unlocked what is the next opportunity for us, our ability to scale. Without it, we would have been constrained.Dave AndersonCEO, Petdirect