How The Noli Shop stopped losing six weeks to every Nordstrom launch

The Noli Shop has designed and shipped ready-to-wear out of Miami since 2015. For the brand, marketplaces were never a side channel: they were how it reached women it couldn't reach any other way. That's exactly why Nordstrom launches hurt.

One spreadsheet, four departments

Launching a collection on Nordstrom meant one spreadsheet and the whole company. The CTO, production, design and marketing each owned different columns, and nothing moved until all four had filled in theirs.

Then came the corrections. Every round of new Nordstrom requirements sent the file around again. By COO Danielle Devane's count, a single launch could take anywhere from two weeks to a month and a half.

The team knew the process was a beast. What they didn't know was that anyone could take it off their hands.

A team that had worked inside these retailers

What mattered first was who was behind the platform. The Osello team came out of marketplace operations, hands-on with the retailers Noli was trying to reach, and it showed in the product: the fashion attributes that had slowed every launch were already accounted for.

"Sleeve length, silhouette, trim, all of that was built in and considered in the platform from the jump without us even having to raise it."

Danielle Devane, COO, The Noli Shop

Listings are reviewed by people who know the process, working alongside AI rather than replaced by it. And the catalog syncs from Shopify, so the team enters its data once.

The results

• Up to 6 weeks per Nordstrom launch, before Osello
• 4 teams that used to fill in one spreadsheet for every launch
• 0 catalog uploads still done by hand

The Nordstrom listings that used to tie up four departments now run without them. Listings that went out wrong had also been driving returns, a cost nobody had put a number on.

A dashboard replaced the email threads and the spreadsheet. Someone who has never opened it can still tell where each marketplace stands.

"I don't think we could ever go back to manually doing those spreadsheets, honestly."

Danielle Devane, COO, The Noli Shop

What other brands can take from it

• Count the people, not just the weeks. A launch that needs four departments costs four departments' time, even when nobody tracks it.
• Fashion attributes are where generic tools fall short. Sleeve length, silhouette and trim are what retailers check, and what a general-purpose listing tool tends to miss.
• Bad listings show up later as returns. Getting product data right on the first submission protects margin, not just launch dates.

Watch Danielle's interview and read the full story on The Noli Shop case study page.