How Jen & Co scaled multichannel order operations on a NetSuite + Celigo backbone

Jen & Co set out in 2015 with a clear conviction: a beautiful handbag shouldn't cost an animal anything. The Atlanta-based brand built a line of cruelty-free, vegan-leather handbags and accessories — PETA-approved, smartly organized, and priced to be loved rather than admired from a distance. What started as a boutique favorite grew into a genuine multichannel business, selling direct to consumers and, increasingly, as a wholesale brand stocked across boutiques, marketplaces, and trade-show showrooms.

Every new channel earned was also a new system to run. A brand that began with a single storefront now moves orders across BigCommerce, multiple Shopify storefronts, Faire, and Amazon — each with its own quirks and its own data. A lean team was carrying all of it, and the business had outgrown FarApp — now sold as NetSuite Connector — the integration originally tying the wholesale channel to NetSuite.

To turn a manual order flow into a backbone the team could trust and grow on, Jen & Co partnered with Altura Innovation.

When Jen & Co's IT Manager started at the company in 2020, the BigCommerce wholesale site was running on the connector it had launched with — a sensible choice for that stage of the business. As the brand grew, it became clear the connector wasn't a fit for what came next.

“I had a lot of issues with trying to customize things in there and map things in there.”

Skill was never the issue. Jen & Co's IT Manager had taught herself the integration platform, taken the certification courses, and built flows and workflows inside NetSuite on her own. What the brand needed was a platform built for where the business was headed — and a partner to grow with.

So Jen & Co moved its BigCommerce–NetSuite integration to Celigo, and the difference was immediate and practical.

“Just fewer errors altogether.”

The platform was also easier to share across the team:

“It's just a lot easier to train people on Celigo. There's a lot more helpful articles, people who know Celigo — you guys — and can help us with tougher things, but there are a few errors that my team can work on themselves. They don't need help. So it's been a lot easier to teach people.”

Running integrations across every channel with essentially one internal owner means questions come up — and they need answers while the orders keep moving.

“It's really helpful to have you guys here if I can just pop in. I'm like, hey, I don't understand this error I'm getting, what is this?”

That responsiveness is what Jen & Co's IT Manager appreciates most.

“I just appreciate the fact that you guys get on it really quickly.”

The support model is built to give that time back rather than consume it. Cases go into AlturaCare, get acknowledged quickly, and then get handled — without the IT Manager having to hover over them. She just trusts that it gets taken care of:

“You guys are looking at it and taking care of it, and that's been the case the whole time.”

What lands hardest, though, isn't only the speed — it's the feel of the relationship.

“You guys are professional but you're kind to work with.”

The biggest operational win wasn't a single feature. It was the quiet disappearance of work the team used to do by hand.

Orders from across the channels now flow straight into NetSuite, and they arrive ready to move — no manual keying, no morning approval ritual.

“With the amount of orders we get now on Faire, that's saving us a ton of time just to have those orders come over. And same with the retail orders. Right now we have a sale going on, so we're getting tons of orders every day and I just can't imagine trying to type that up.”

Altura built the flows so the routine handling happens on its own. Orders land as pending fulfillment; customer deposits are created automatically; retail orders with fraud alerts route themselves to a human only when a human is actually needed.

“We have everything now set up pretty much to come over as pending fulfillment. So we don't even have to go in and approve the orders. And then I know you all helped us get deposits set up so the deposits come through automatically too. So it's just saving so much time. I think before we had to have people that just did that all the time.”

The point isn't that any one task was enormous — it's the compounding tax of doing it order after order, day after day.

“If you have 50 orders a day, it's still a lot of time that you're wasting on that.”

And the orders that do need a person now find their way there on their own:

“Celigo even filters out the retail orders. If there's a fraud alert, it filters that out and just sets it at pending approval. So then it tells me to go look at that order.”

For a lean team, that reclaimed time is the whole game. It frees people to do the work they were actually hired for — and removes a quiet source of stress when the calendar gets crowded.

“Taking them off of that gives them more chances to work on their actual tasks that they like to do. It just gives them a lot more time, more freedom.”

And during the brand's busiest stretches:

“We've had times where you're so busy, especially when trade show season starts, you might forget to do something. And so it just takes that worry off of them, too. They don't have to worry about these orders being approved. They're just going through.”

If any channel was going to be the hard one, it was Amazon. The integration is complex by nature, and reconciling Amazon's settlements, refunds, and payments into NetSuite is famously tangled work. This is where having senior specialists on call mattered most.

“I struggled a bit with that Amazon connection.”

The Altura team dug in, got deep into the problem, and kept the IT Manager updated throughout — turning what had been a stressful, figure-it-out-alone effort into something handled with her rather than dropped on her. The team built the Amazon integration so that the settlement reports, refunds, and payments flow into NetSuite automatically — turning a notoriously manual reconciliation into something that runs in the background.

“Amazon has been set up to do the refunds and the deposits or the payments, which is really nice. I haven't personally had to do the Amazon reconciliation, but I've heard it's really complicated.”

The result is a backbone that automates the routine and surfaces only the exceptions — so the team directs the day-to-day instead of carrying it by hand. With each channel that's joined, the same pattern has held.

That's changed how Jen & Co thinks about growth. A new channel is no longer a question of whether the team can absorb the manual load — it's a question of whether it can be integrated like the rest.

“If we were going to add another channel, we'd probably want it to be integrated like that. There's one site we're on that's not integrated because they don't offer it. It's Fashion Go. So I think if Fashion Go ever decided to do that, we would jump on that, because it just takes away some of that worry and stress.”

Altura Innovation is a strategic partner specializing in optimizing and scaling NetSuite and Celigo ecosystems for fast-growing brands. By embedding senior technical specialists and responsive, relationship-driven support, Altura helps lean teams turn complex multichannel operations into automated, growth-ready systems they can own and maintain themselves.

Jen & Co is an Atlanta-based accessories brand, founded in 2015, that designs cruelty-free, vegan-leather handbags, wallets, and accessories — PETA-approved, thoughtfully organized, and accessibly priced. The brand sells direct to consumers and, as a wholesale brand, through boutiques, marketplaces, and trade-show showrooms, proving that beauty with a conscience can also be beautifully practical.