How The Noli Shop ended six weeks of Nordstrom back-and-forth.

The Noli Shop has designed and shipped ready-to-wear out of Miami since 2015. Marketplaces were never a side channel. They were how the brand reached women it couldn't reach any other way. That made Nordstrom the one that hurt.

6 wks

Up to, per Nordstrom launch, before Osello

4 teams

Filling one spreadsheet, every launch

Catalog uploads still done by hand

The Challenge

One spreadsheet, four departments, and up to six weeks per launch.

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

Then the corrections. Every round of new Nordstrom requirements sent the file around again, and a launch could run six weeks. They knew it was a beast; what they didn't know was that anyone could take it off their hands.

The Noli Shop team reviewing a Blake Lace Sleeve Blouse listing in Osello

The Solution

A team that had worked inside these retailers. A platform that already spoke fashion.

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

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 data is entered once.

"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

The Results

Live on Nordstrom, with listings nobody maintains by hand.

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

The dashboard replaced the email threads and the spreadsheet. Someone who has never opened it can 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

About The Noli Shop

Statement denim and elevated essentials, designed in Miami.

Founded in Miami in 2015 by Slava and Diana Furman, The Noli Shop builds contemporary womenswear around fit first. The team designs, tests and ships from Miami, selling direct alongside Nordstrom and Macy’s.

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