Boody partners with Annexa to unify global ERP operations with NetSuite
When growth outpaced technology, it was time to overhaul its systems and adopt a single platform.
Clothing brand Boody has partnered with Annexa to adopt NetSuite as its ERP platform, replacing fragmented orders, inventory and financial systems with a single, unified system.
The sustainable apparel brand, known for its bamboo-based underwear and everyday essentials, sells through a mix of DTC, B2B, wholesale and marketplace channels, supporting high-volume sales across international markets.
As the business grew, it expanded across regions, currencies and fulfillment partners. But the technology didn’t keep pace, resulting in different regions running on different tools and in some cases there was no ERP at all, with orders flowing directly from their online store into a third-party logistics warehouse management system (3PL WMS).
Without a unified global system, Boody struggled to gain real-time visibility across the business, leading to a greater dependence on manual checks and temporary fixes. Peak trading periods further exposed these limitations.
"We have multiple channels, multiple countries and thousands of SKUs. We already do a high volume, but we see a huge spike during the Black Friday period,” said Andy Millingen, head of technology, Boody.
“There are plenty of systems that can effectively do wholesale, but for the D2C volume that we see, we needed something that could actually handle those peak periods," Millingen added.
Transformation tested during peak sales period
Boody engaged Annexa to develop a technology foundation that unified financials, inventory and sales order data across regions, choosing NetSuite as the core ERP. This approach allowed the brand to scale without replacing its existing stack, while significantly simplifying how systems interacted behind the scenes.
The implementation included Celigo to enable a new, scalable integration architecture that connected three Shopify stores, the PIM platform and multiple global 3PL partners. Supporting systems include SPS Commerce for electronic data interchange (EDI) across six global retailers and NuOrder as the B2B wholesale portal.
Annexa followed a structured plan–design–build approach and delivered a significant transformation in roughly nine and a half months with a relatively lean project team. NetSuite now provides a single, reliable view of orders, inventory and financials across regions, reducing manual reconciliation and improving visibility.
Annexa’s head of customer success, Ananda Iyer, said the most difficult technical element was consolidating existing systems into one ledger across multiple entities and currencies, while also retaining all the event history.
“Everything else, the storefronts, the marketplaces, the logistics providers, the EDI channel, had to keep trading throughout,” said Iyer.
The new system was put through its paces during the Black Friday sales, coming just a few months after the go-live. It handled tens of thousands of orders, almost all of them end to end from the storefront through NetSuite and out to the logistics providers.
“There were no performance issues at all. On the old system that same period meant telling people not to run reports and not to process large wholesale invoices so the system would cope,” he said.
Iyer’s advice for organisations facing a similar transformation is to keep the existing systems going and connect them through one layer rather than replacing everything in sight. “In a business this complex the integration architecture is the project as much as the ERP is,” he said.
The other important lesson is to think ahead when adopting new technology.
“Buy for the business you’ll be running in three or four years, not the one causing you pain this quarter, because the alternative is outgrowing the new system on the same timeline you outgrew the last one,” he said.