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

Kitchenware Direct

"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

Company at a Glance

Perth, Australia
Retail, Ecommerce
Applications Replaced:
MYOB, a POS system, an inventory system and a credit card transaction terminal



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 optimised 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 fulfilment from 2% to 0.2%.
  • Kitchenware Direct now has highly flexible and reliable CRM, inventory tracking, sales management, accounting and order fulfilment 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 Enterprise Resource Planning (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.