From Cozy Robes to Clean Workflows: Accessible Luxury Meets Its Match in Altura Innovation
Softies spent four years battling broken NetSuite processes, broken Shopify connections, and failed integrations. Then they partnered with Altura Innovation, and everything changed.
Softies, a luxury loungewear brand beloved by customers and Oprah’s Favorite Things list, started like many fast-growing e-commerce companies, running QuickBooks for accounting and Shopify for online sales. As the business scaled, the limitations became clear. To support their growth, they invested in NetSuite in 2020, aiming to streamline operations and financials while continuing to use Shopify for ecommerce.
However, despite the promise of a unified system, Softies spent years battling broken NetSuite processes, unreliable Shopify order automation, and unresolved integration issues. The full potential of their investment remained out of reach until they found a true partner in Altura Innovation.
For a company growing as quickly as Softies, a reliable Shopify to NetSuite connection was not optional; it was essential. A well-built integration could automate the work of ten employees, reducing manual order entry and keeping operations running smoothly. But getting it right would take more than just the right platform. It would take the right partner.
To maintain the integration, Softies initially worked with a well known offshore Celigo partner. But as the business scaled, recurring issues with the system weren’t being resolved quickly enough, leading to disruptions in key processes. Softies spent several years struggling with unresolved integration issues. “We migrated to NetSuite in 2020. By 2023, things were still broken,” says Softies CEO Tim Murphy. “It wasn’t until we found Altura that it finally got better, fast.”
Recognizing the need for more responsive, hands-on support, Softies got introduced to Altura Innovation, Celigo’s New Partner of the Year, as a better fit for the level of service and expertise their growing operations required.
Softies knew they needed action, not another long discovery process. Altura’s Quickstart engagement offered a low-risk, high-velocity path forward, focusing on their biggest issues within weeks. It gave Softies the confidence to move fast and see real, measurable gains where they had once felt stuck.
With Altura’s help, Celigo transformed from a frustrating tool into a business-critical system that Softies cannot live without. “If Celigo were pulled out tomorrow, it would cripple our operations,” says Murphy. Controller Kathryn Strang agrees, adding that it would take at least ten additional staff members to manually process orders and accounting without it. “It is not just helpful; it is essential to keeping our business running efficiently.”
After their introductory call, Softies immediately signed on for a Quickstart engagement focused on Amazon flows. Working with Altura on a single project unlocked clarity the team had not seen in years and built the trust that soon led to a full AlturaCare partnership.
“Even when something could not be solved immediately, Altura always explained the reason clearly and transparently. That level of openness was a first for us,” says Kathryn Strang, Softies Controller. The clarity built real trust, and soon after, Softies committed fully by signing on for AlturaCare, Altura Innovation’s complete application management services program.
From real-time ticket resolution to hands-on warehouse visits, the AlturaCare partnership felt less like a vendor agreement and more like an extension of the Softies team. Altura quickly resolved long-standing NetSuite and Celigo issues, implemented a ticketing system with full visibility and rapid response workflows, and helped Softies clear four years of operational roadblocks in just a few weeks.
“I wish we’d partnered with Altura from the start,” says Murphy.
With the roadblocks finally cleared, Softies’ operational strength took center stage. Their relentless focus on collaboration, customer experience, and operational excellence had already set them apart. During the holiday season, before engaging Altura, their warehouse team processed over 3,000 orders in a single day from a single location, even without full automation. Altura’s role was to unleash the strength of a team that was already built to win, removing friction, enabling greater automation, and giving Softies the foundation to scale even further.
Altura’s unique approach to partnership allows their clients to define the rules of engagement. For Softies, that meant not just solving problems for them, but training their internal staff. “We appreciate Altura training up our employees to fix the things they can fix, and not just grabbing consulting hours for the sake of grabbing them,” says Murphy.
The tech stack stopped being the bottleneck and started being the foundation for growth. Altura turned years of friction into forward momentum. With hands-on strategy, embedded support, and a true partnership model, Softies now runs confidently across platforms without needing an internal IT department.
“Now we can say yes to new channels, new partners, new opportunities, all because the systems are ready for it,” says Strang. “It finally feels like the business and the backend are working together. With Altura as our partner, we see no limit to the channels we can add or the volume we can handle.”
Today, Softies is positioned to build on its reputation as a leader in accessible luxury, with operations as smooth and elegant as the products they deliver. With a tech foundation they can trust, the Softies team can focus fully on innovation, expansion, and continuing to delight customers across every channel.
THE IMPACT
✔ 99%+ automation uptime across Shopify, NetSuite, and Celigo
✔ Ticket resolution within hours, not weeks
✔ 24/7 ticketing visibility and same-day resolutions
✔ Zero internal IT headcount required
✔ Full confidence to scale into new channels
✔ Morale boost across ops and warehouse teams
Altura Innovation is a Celigo Premier Partner specializing in e-commerce, retail, and NetSuite enablement.
Softies is a leading innovator in luxury loungewear, combining exceptional products with a world-class customer experience across both B2C and wholesale channels.
