Kitchenware Direct Increases Sales 917% in Four Years With NetSuite's Integrated Web and Mobile Shopfront

Kitchenware Direct


Kitchenware Direct


Perth, Australia


Retail, Ecommerce

Applications Replaced

MYOB, a POS system, an inventory system and a credit card transaction terminal



"NetSuite was the only ERP system in the Australian market that could integrate all the different functions we needed and give us a seamless process from order completion to dispatch." Kitchenware Direct

Customer Success

  • In its first 12 months with NetSuite, Kitchenware Direct saw a threefold increase in sales to a $5M turnover, and continued growing at 50% per year for next three years to become Australia's largest pure play kitchenware retailer.
  • The company's optimized mobile site paid for itself in the first week, and has helped increase smartphone conversions by five times.
  • The company is saving $150,000 per year over the cost of running a non-integrated ecommerce solution that would require separate integration to financials, inventory, order management and CRM.
  • Kitchenware Direct saved approximately $100,000 in direct labour costs with reductions in manual data processing.
  • NetSuite's end-to-end integration supports full visibility of 6,000 different stock-keeping units, so the company can dispatch most orders within 24 hours.
  • NetSuite's inventory reporting has helped the Kitchenware Direct increase gross margins by 4%.
  • NetSuite has helped reduce the error rate on order fulfillment from 2% to 0.2%.
  • Kitchenware Direct now has highly flexible and reliable CRM, inventory tracking, sales management, accounting and order fulfillment across multiple e-commerce brands—all without IT support staff.


  • Poorly integrated, off-the-shelf systems hindered efficiency and growth, while requiring costly full-time IT support.
  • Lack of IT integration made it difficult to launch and maintain multiple websites with separate branding.
  • Manual back-end order processing and financials for multiple standalone ecommerce brands increased risk of errors in dispatching customer orders.
  • Conversions rates for mobile devices were low, even though mobile devices accounted for a sizeable 15%of Kitchenware Direct's overall traffic.


  • NetSuite's integrated cloud-based solution was the only ERP system that satisfied all of Kitchenware Direct's requirements.
  • NetSuite's multi-site features enable cost-effective and rapid rollout of separately branded sites.
  • NetSuite supports its ecommerce, CRM, inventory and accounting requirements.
  • Kitchenware Direct worked with NetSuite and its partner SuiteCommerce, to create an optimised mobile site fully integrated to its existing NetSuite system.
  • NetSuite's cloud-based system with infinite expansion capabilities supports Kitchenware Direct's growth.

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