Kindred Bravely Scales Omnichannel Operations With Altura Innovation
Kindred Bravely is a fast-growing maternity and breastfeeding brand on a mission to make early motherhood feel a little less overwhelming and a lot more supported. They design award-winning pregnancy, postpartum, breastfeeding, and baby essentials that deliver unparalleled comfort and function.
As they expanded into new sales channels, including major retail partnerships, they didn’t just react to growth. They invested intentionally in operations and systems to protect what matters most: their customer experience.
As the business expanded from its direct-to-consumer roots into a full-fledged omnichannel business, including wholesale partnerships with major retailers like Target, its operational demands grew in both complexity and scale.
To keep pace, Kindred Bravely partnered with Altura Innovation to help support and grow their operations, unlock new channel opportunities, and increase momentum across the company.
A Tipping Point for Change
In 2024, Kindred Bravely was broadening its reach to better support the growing community of moms relying on its products. Supporting this momentum meant making key operational changes, including relocating its returns center to a new warehouse.
Behind the scenes, their six-year-old NetSuite setup was starting to show its age. Their system wasn’t scaling easily,and the warehouse move would push its limits even further. A full system rebuild was needed, but it wasn’t feasible if it meant halting day-to-day operations.
“We couldn’t just put the business on hold, we had to build the plane while we were flying it,” said Hank Alexander, Chief Operating Officer at Kindred Bravely. “It was a large project that we knew we couldn’t complete with the resources we had on hand.”
With critical changes already underway, the team saw an opportunity to test a new model: bringing in outside NetSuite experts to fill their capability gaps. To meet the moment, Kindred Bravely turned to Altura Innovation, bringing deep NetSuite expertise and a proven track record implementing Celigo.
Unlocking Speed at Scale With Celigo B2B Manager for EDI
EDI is essential for scaling wholesale and direct vendor ship operations, but traditional providers often take 6 to 16 weeks to onboard a new trading partner, slowed by outdated systems, hand-coded maps, and long waits in professional service queues.
“You’re stuck waiting while a vendor’s technical services team builds each connection,” said Dave Charland, CEO of Altura Innovation.
With Celigo B2B Manager, Altura is completely changing how EDI is implemented.
“We reuse proven integration building blocks,” Dave said. “If the template’s already in our library, we can usually complete the development work in about a week. Maps are built, flows are configured, and we’re ready to test, before legacy providers would have even started work. That means new revenue can land in weeks, not months and we can stop the bleed of charge backs.”
Celigo’s architecture makes this possible: canonical structure, standardized templates, self-service mapping, aunified environment for EDI and API integrations, and the ability to onboard multiple partners in parallel.
That means brands like Kindred Bravely can scale wholesale quickly, without expanding their internal team.
“Before Celigo B2B Manager for EDI, every new wholesale partner meant weeks of slow, manual work for the team,” said Hank Alexander, COO. “Now we own the process. We can move faster, stay accurate, and scale without adding more headcount.”
Partnership That Goes Beyond Outsourcing
What made Altura Innovation stand out wasn’t just their speed, it was how seamlessly they integrated with the Kindred Bravely team.
“We’d worked with partners before who spent most of their time just trying to get up to speed, burning through hourswithout making real progress. They’d show up to calls and meetings, but the work wasn’t getting done. With Altura, that never happened,” explained Alexander.
From day one, Altura took ownership and drove the warehouse migration project forward with clear communication andpractical solutions. They didn’t just show up to meetings, they showed up in the work, anticipating challenges and pushing progress between calls.
“It seemed like Altura truly was an extension of our team, not a third party we had to constantly bring up to speed,” said Alexander. “We never lacked confidence that the job would get done.”
By providing the missing technical expertise and freely sharing their knowledge with Kindred Bravely’s internal team, Altura empowered Kindred Bravely to manage their system without interruption. This ongoing collaborative supportestablished a strong foundation for continued partnership.
Faster Execution Across the Board
Altura brought immediate velocity to a system that had struggled to keep up. Since that initial project, Altura has helped Kindred Bravely streamline their integrations and modernize their system to support new retail partnerships faster and more effectively.
Kindred Bravely engaged with Altura on a block-of-hours basis, enabling clear project accounting and visibility into how time was spent. The success of that model helped shape Altura’s current support offering: AlturaCare, which includes proactive planning, ticket tracking, and flexible, on-demand resource availability.
As Alexander explained, “In contrast to our previous experience with external technology partners, where there was no visibility and hours ran out by the 7th of each month, Altura’s model is easy to manage, and we always know where we stand.”
The partnership has delivered benefits beyond improving system performance. With Altura helping to removefriction in the back office, the front office has been empowered to pursue more growth opportunities, with confidencethat their systems and operations can keep up.
“In many regards, it was a game changer,” said Alexander. “There was a lot of tension between teams because new partnerships were being signed, but the system couldn’t deliver. Now, with Altura on board, people are more excited about their work because the business is actually moving forward.”
A Trusted Technology Partner for Strategic Growth
With Altura now managing key Celigo and NetSuite integrations, Kindred Bravely runs more efficiently day to day. Orders flow automatically into NetSuite and across 3PL partners, financials stay current, and operations can support new retail partnerships without adding headcount.
Beyond execution, Altura helped Kindred Bravely think more strategically about how their systems needed to evolve alongside the business. The team recognized that growth requires more than great products—it demands infrastructure that can keep up. Altura’s assistance helped them shape how they invest in technology behind the brand.
With a more scalable, resilient system in place, Kindred Bravely turned a past limitation into a foundation for future growth. “Investing in scalable infrastructure wasn’t just a systems decision, it was a commitment to keeping our promises tothe moms we serve,” said Alexander. With Celigo as the integration backbone and Altura steering their technical execution, they’re ready to grow into new channels while continuing to support their community of moms with the care and consistency that defines the Kindred Bravely brand.
The Impact
✔ Critical warehouse transition completed seamlessly
✔ Boosted execution speed across teams
✔ Gained expert support without hiring in-house
✔ Reduced manual work with automations and integrations
✔ Enabled faster channel growth
✔ Increased cost visibility with flexible billing
✔ Improved morale and cross-team alignment
About Altura Innovation
Altura Innovation is a strategic NetSuite and Celigo partner focused on helping fast-growing companies build the systems and processes needed to scale. Altura partners closely with growing teams to solve operational challenges and strengthen the systems behind their success.
About Kindred Bravely
Kindred Bravely exists to make early motherhood feel a little less overwhelming and a lot more supported. Trusted by millions of moms since 2015, Kindred Bravely thoughtfully designs award-winning maternity, postpartum, breastfeeding, and baby essentials that offer unparalleled comfort and intuitive function, allowing moms to feel cared for, empowered, and more like themselves.
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