Adir Group

Adir Group, founded by brothers Ezra, David, and Jack Avidan in 2016, is a family-owned and operated footwear brand based in Brooklyn. Coming from generations of merchants, manufacturers, and wholesalers, for the Avidan brothers, business was in their blood. It was simply a matter of time before they created something of their own. “We found our niche in women’s footwear, and from there, we needed to grow,” Ezra explained, President and Founder of the Adir Group.

The business started by importing products from Asia and selling them to retailers. However, the brothers had bigger ambitions, and having developed their own line of footwear, Floopi, they were looking to expand quickly and efficiently.

After a short time selling their shoes in a small clothing retail store, it didn’t take long for the trio to realize that the next evolution was moving online, so they did just that. “When we saw that online sales were starting to take off, we decided to get our hands into that pot,” Jack mentioned.

Increasingly, the e-commerce side of their business was becoming more important than their brick-and-mortar store. “We just kept getting bigger and bigger with the e-com part of our business,” said Ezra. As the business expanded, the brothers moved the business from Brooklyn to a 50,000 sq ft facility in New Brunswick, New Jersey. An omnichannel seller, the Adir Group sold their products on multiple marketplaces, including Amazon, and struck up a partnership with a 3PL (third-party logistics) service.

Once fully devoted to e-commerce, they realized they needed to invest in the correct infrastructure. “We started building our infrastructure, in the warehouse, our logistics, our picking and packing and shipping, you know. Every day was like school,” said Ezra. The Adir Group was still new to e-commerce and its complexities and had a lot to learn.

The Adir Group realized they urgently needed a warehouse management system (WMS) to manage their operations and provide visibility into what was happening. They also needed a system that could help them manage their vast catalog. “We have a lot of variations. We have sizes and colors. So, when we had a lot of e-com orders, and there are multiple orders, the SKU count is a nightmare,” said David. It was also tough to differentiate between the different SKU variations on the warehouse floor. “We couldn’t walk around with a pen and paper and take notes manually,” said Ezra.

However, the Adir Group’s most significant pain point was that they couldn’t fulfill orders quickly enough. “We needed a better system to help us sort orders because that was a big, big, big pain point. It was really hurting our growth,” said David. Ezra tells us how when COVID hit, things got really tough as a backlog of tens of thousands of orders accumulated, and it took them more than a week to get them out. “Retailers were very mad at us,” he said.

Additionally, as the Adir Group began to expand their footwear brand Floopi, they also found an increased need to integrate with large online marketplaces like Walmart.com. “I needed something that, when we get new products, I can have my team fill out information once on Sellercloud and know that it’s online on Walmart, for example,” said Ezra.

Before the Adir Group had discovered Sellercloud, they used another solution, but it was terrible. “It was just pure garbage, and was not efficient at all,” said David. They knew there had to be a more efficient solution out there.

The Adir Group also greatly appreciated Sellercloud’s customization, enabling them to adjust the system to their workflow and processes. “We created our process to be so easy,” said Ezra. The Avidan brothers never had to worry about changing their processes to fit the technology, and they could work the way that was most convenient for them—not something offered by most e-commerce solutions.

To tackle its inventory and warehouse management challenges, the Adir Group adopted Sellercloud’s WMS Skustack and Skublox for sorting. The brothers were impressed by how easy it was to onboard these efficiency-enhancing tools. David explained how uploading and scanning all their inventory into the system was a smooth process. “I would say about a week to ten days, the system was fully up and running full force,” said David on the topic of Skustack. Skublox, in particular, made a big difference to the Adir Group’s ability to fulfill orders. “What took us a week and a half to get out was taking us a few days. Not even maybe two days to get out 20 or 30,000 orders,” said Ezra.

The benefits of using Sellercloud for warehouse management, inventory tracking, and operations far exceeded the Avidan brothers’ expectations. “70% of my business is run by Sellercloud now—from scanning, receiving, and picking my products to dealing with my images or QuickBooks, shipping […] the list goes on. Everything is integrated,” said Ezra, “there’s so many features I can’t even name all of them.”

Remember that we mentioned the Adir Group started working with a 3PL? Their partnership didn’t turn out so well. However, it did inspire the brothers to take everything in-house. In fact, they were so good at managing their warehousing and logistics that they launched a 3PL service called ShipFlow, which is also powered by Sellercloud.